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Authors
Advisor(s)
Abstract(s)
Nos últimos anos assistiu-se em Portugal a um aumento da dinâmica do sector vitivinícola, nomeadamente através do surgimento de novos conceitos no mercado e a adoção de estratégias de marketing inovadoras como, por exemplo, o marketing verde, que visa promover os produtos biológicos. Estas preocupações ambientais, entre outros fatores, levaram a uma alteração do padrão de consumo, sendo hoje os consumidores mais informados e exigentes.
Nesta investigação analisaram-se alguns aspetos do comportamento do consumidor de vinho convencional e biológico, como o seu estilo de vida e hábitos de consumo, bem como se pretendeu entender quais são os fatores que influenciam a compra de vinho em Portugal, nomeadamente a compra de vinho biológico.
Este estudo teve por base um método quantitativo sendo o instrumento de recolha de dados um questionário aplicado via online a uma amostra de conveniência. Os resultados indicam que os fatores de consumo de vinho em Portugal são semelhantes, na sua maioria, aos fatores de consumo identificados na literatura existente na generalidade dos países ocidentais, destacando-se, a título de exemplo, a importância da marca, da região e das castas. Salienta-se também que existem algumas diferenças entre os consumidores de vinho convencional e de vinho biológico, nomeadamente no que diz respeito à preocupação com o ambiente.
ABSTRACT: Over the past years there has been in Portugal an increase of dynamics in the wine sector, namely from the arising of new market concepts and the adoption of innovative marketing strategies, for example, the green marketing, which aims to promote biologic products. These concerns with the environment, among other factors, have led to a change in the consumer patterns making them more informed and demanding. In this investigation, some aspects of the behaviour of wine consumer were considered, such as lifestyle and consuming habits. Furthermore, one of the main goals was to understand what are the factors which influence the purchase of wine in Portugal, especially biologic wine. This study employs a quantitative method based on an online survey applied to a convenience sample. The results indicate that the wine consumption factors in Portugal are similar, at least the majority of them, to the consumption factors in the western countries in general, highlighting, as an example, the importance of the brand, the region, and grape varieties. It is also important to emphasize that there are a few differences between conventional wine consumers and biological wine consumers, especially with regard to the environment concerns.
ABSTRACT: Over the past years there has been in Portugal an increase of dynamics in the wine sector, namely from the arising of new market concepts and the adoption of innovative marketing strategies, for example, the green marketing, which aims to promote biologic products. These concerns with the environment, among other factors, have led to a change in the consumer patterns making them more informed and demanding. In this investigation, some aspects of the behaviour of wine consumer were considered, such as lifestyle and consuming habits. Furthermore, one of the main goals was to understand what are the factors which influence the purchase of wine in Portugal, especially biologic wine. This study employs a quantitative method based on an online survey applied to a convenience sample. The results indicate that the wine consumption factors in Portugal are similar, at least the majority of them, to the consumption factors in the western countries in general, highlighting, as an example, the importance of the brand, the region, and grape varieties. It is also important to emphasize that there are a few differences between conventional wine consumers and biological wine consumers, especially with regard to the environment concerns.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Marketing verde Sector vitivinícola Comportamento do consumidor Consumo Fatores de compra Vinho convencional Vinho biológico Portugal Green marketing Wine sector Consumer behavior Consumption Buying factors Conventional wine Biological wine
Citation
LOPES, Catarina Coelho - Os fatores determinantes na compra de vinho em Portugal. Lisboa: Escola Superior de Comunicação Social, 2016. Dissertação de mestrado.
Publisher
Escola Superior de Comunicação Social