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Compreender o comportamento do consumidor de vinho: a identidade cultural é importante?
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Advisor(s)
Abstract(s)
Em todo o mundo, o mercado do vinho está a sofrer alterações fundamentais, cada vez mais competitivo, com a entrada de novas empresas produtoras de vinho. O vinho do Porto é um marco do vinho português. É um vinho fortificado produzido na Região Demarcada do Douro (uma das primeiras regiões vitivinícolas demarcadas e regulamentadas do mundo) em condições físicas e humanas muito específicas. O presente trabalho pretende verificar como a cultura (aferida pela nacionalidade) influencia o nível de importância dos atributos do vinho, no momento em que o consumidor decide comprar uma garrafa de vinho. Os dados primários foram obtidos através da aplicação de um questionário on-line. A amostra é constituída por 974 consumidores de vinho do Porto de seis nacionalidades diferentes: França, Espanha, Portugal, Roménia, Inglaterra e Brasil. O efeito da nacionalidade no comportamento dos consumidores, ao nível da importância dada aos atributos, é analisado recorrendo ao modelo logístico binário. Os resultados indicam que a região de origem, o prestígio da marca e o design são atributos mais importantes para os consumidores Portugueses (relativamente aos consumidores internacionais). Os consumidores internacionais estão dispostos a pagar mais por garrafa de vinho do Porto, não sendo o preço um fator influenciador determinante na escolha do vinho. os resultados suportam a necessidade de uma maior divulgação das marcas de vinho do Porto junto dos consumidores internacionais, já que este tipo de consumidores valorizam o produto através de uma maior disposição a pagar pelo mesmo.
Worldwide the wine market is experiencing fundamental changes, with the entry of new wine producing companies, which generates greater competitiveness in domestic and international markets. The Port wine is a landmark of the Portuguese wine. It is a fortified wine produced in the Douro Demarcated Region (one of the first demarcated and regulated wine regions in the world) under very specific physical and human conditions. The present paper aims to ascertain how the culture (proxied by the nationality) influence the level of importance of wine attributes, when deciding to buy a bottle of wine.The primary data were gathered through an on-line questionnaire. A sample of 974 buyers/ consumers of the Port wine was obtained from six different nationalities: France, Spain, Portugal, Romania, England and Brazil. The effect of nationality on consumer behavior, in terms of importance given to attributes, was analyzed using the binary logistic model and bivariate statistics. The results indicate than origin region, the brand prestige and the design are not important attributes for the international consumers. However, international consumers are willing to pay more per bottle of Port win and price is not an influencing factor. Thus, it is necessary to increase the dissemination of Port wine brands to international consumers, since these consumers value the product through a greater willingness to pay for it.
Worldwide the wine market is experiencing fundamental changes, with the entry of new wine producing companies, which generates greater competitiveness in domestic and international markets. The Port wine is a landmark of the Portuguese wine. It is a fortified wine produced in the Douro Demarcated Region (one of the first demarcated and regulated wine regions in the world) under very specific physical and human conditions. The present paper aims to ascertain how the culture (proxied by the nationality) influence the level of importance of wine attributes, when deciding to buy a bottle of wine.The primary data were gathered through an on-line questionnaire. A sample of 974 buyers/ consumers of the Port wine was obtained from six different nationalities: France, Spain, Portugal, Romania, England and Brazil. The effect of nationality on consumer behavior, in terms of importance given to attributes, was analyzed using the binary logistic model and bivariate statistics. The results indicate than origin region, the brand prestige and the design are not important attributes for the international consumers. However, international consumers are willing to pay more per bottle of Port win and price is not an influencing factor. Thus, it is necessary to increase the dissemination of Port wine brands to international consumers, since these consumers value the product through a greater willingness to pay for it.
Description
Keywords
Cultura Modelo logístico Preferências dos consumidores Vinho do Porto
Pedagogical Context
Citation
Ferreira, Carla; Lourenço-Gomes, Lina; Cabo, Paula; Baumert, Philippe; Plumejeaud, Christine (2017). Compreender o comportamento do consumidor de vinho: a identidade cultural é importante? In 24th APDR Congress. Covilhã. p. 327-335. ISBN 978-989-8780-05-8