The present study aims to investigate how the purchase decision process of the consumers of craft beers is. The market for craft beers has grown significantly in recent years due to the increased interest of people to try new flavors, and the increased purchasing power of Brazilians, since it is a premium, handcrafted and high priced product. Based on authors in the area of consumer behavior, concepts will be studied with respect to perceived value by consumers and thereby directed to the market for craft beer. A search will be performed and their final considerations will be based on the results. Fundamental points will be clarified for the relevance of the study.