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Advisor(s)
Abstract(s)
O objetivo central deste trabalho é apresentar uma visão genérica do estudo do comportamento do consumidor no que ao vinho diz respeito, desenvolvendo diferentes dimensões para um melhor entendimento desse comportamento.
Foi, para esse efeito, desenvolvida a base teórica de comportamento do consumidor e de seguida especificamente do processo de tomada de decisão e compra de vinho. Desenvolveu-se uma pesquisa empírica, assente num questionário online que permitiu retirar elações relativamente às questões de estudo levantadas.
A partir de uma amostra de 311 indivíduos este estudo identifica as principais ocasiões de consumo de vinho, todas elas situações com público (amigos, família, em festas), estando-lhes associado o consumo de vinho tinto, como tipo de vinho mais consumido. É ainda possível aferir que o consumidor se baseia na sua experiência e em amigos e família para tomar as suas decisões, efetuando a sua compra de vinho essencialmente em hipermercados, supermercados e restaurantes, por esta ordem de importância. Ainda de referir o sabor, região de origem e tipo de vinho como atributos mais valorizados no vinho, por um consumidor com um envolvimento moderado mas a considerar muito importantes as escolhas de vinho.
Este trabalho encontra a sua originalidade no facto de explorar o comportamento do consumidor em vinhos de forma global e abrangente e, não existindo muitos trabalhos de investigação nesta área específica, sobre o consumidor português, poderá ser uma valiosa base para estratégias de marketing tanto para regiões produtoras, como para produtores e outros agentes envolvidos, bem como para o desenvolvimento de outros estudos.
The main goal of the current work is to present a generic and global view of wine consumer behavior, by developing different dimensions to a better understanding of such behavior. For that, it was developed the theoretical background of consumer behavior and then specifically decision making process in wine purchase. It was developed an empirical research, supported in an online survey that allowed deductions on the study questions presented. From a 311 individuals sample, this study identifies the main wine consuming occasions, all with public (friends, family, parties), with the consumption association of red wine as the wine type more consumed. It is also possible to assess that consumer take into account its own experience and family and friends opinion to take decisions. Also, consumers buy wine essentially on hypermarkets, supermarkets and restaurants. Yet consumers refer flavor, origin region and wine type as the most valued attributes in wine, by a consumer with a moderated involvement but that considers wine choices very important. This work finds its originality in the fact that it explores the wine consumer behavior in a global and embracing way, also there is not that much investigation works in this specific area, about Portuguese consumer. So we hope, that this work may provide a valuable background to marketing strategies, to producing regions and producers as well to other agents involved, and also to the development of other studies.
The main goal of the current work is to present a generic and global view of wine consumer behavior, by developing different dimensions to a better understanding of such behavior. For that, it was developed the theoretical background of consumer behavior and then specifically decision making process in wine purchase. It was developed an empirical research, supported in an online survey that allowed deductions on the study questions presented. From a 311 individuals sample, this study identifies the main wine consuming occasions, all with public (friends, family, parties), with the consumption association of red wine as the wine type more consumed. It is also possible to assess that consumer take into account its own experience and family and friends opinion to take decisions. Also, consumers buy wine essentially on hypermarkets, supermarkets and restaurants. Yet consumers refer flavor, origin region and wine type as the most valued attributes in wine, by a consumer with a moderated involvement but that considers wine choices very important. This work finds its originality in the fact that it explores the wine consumer behavior in a global and embracing way, also there is not that much investigation works in this specific area, about Portuguese consumer. So we hope, that this work may provide a valuable background to marketing strategies, to producing regions and producers as well to other agents involved, and also to the development of other studies.
Description
Keywords
Comportamento do Consumidor Marketing de Vinhos Risco Envolvimento Estilos de Vida Atributos
Citation
Publisher
Instituto Politécnico de Viseu, Escola Superior de Educação de Viseu