Consumer innovativeness: estudo do perfil do consumidor de vinho
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Data
2022
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Resumo
Este estudo visa perceber o perfil do consumidor de vinho português, bem como
os fatores influenciadores da frequência de consumo. Pretendeu-se sobretudo perceber se
o consumidor de vinho português está apto para a inovação neste mercado e se essa
inovação influenciará o processo de decisão de compra e consumo por parte dos
consumidores.
Importa para a condução teórica desta investigação compreender o perfil do
consumidor de vinho. Assim, e de forma a alcançar o objetivo proposto, procedeu-se
primeiramente à construção de um modelo de análise que comporta a problemática teórica
centrada essencialmente nos conceitos de innovativenes e comportamento do consumidor
de vinho.
Tratando-se de uma pesquisa de natureza quantitativa recorreu-se ao inquérito por
questionário para a de recolha de dados.
Verificou-se que os consumidores dão uma maior preferência aos atributos
intrínsecos, em destaque o “sabor”, “tipo de vinho” e “aroma” ao invés dos atributos
extrínsecos, pelo que assim sendo, para a inovação ter alguma influência no processo de
decisão de compra e consumo por parte dos consumidores terá que ocorrer neste tipo de
atributos.
Palavras-chave: innovativeness; vinho; comportamento do consumidor
This study aims to understand the profile of the Portuguese wine consumer, as well as the factors that influence the frequency of consumption. Above all, it was intended to understand if the Portuguese wine consumer is able to innovate in this market and if this innovation will influence the purchase and consumption decision process by consumers. It is important for the theoretical conduction of this investigation to understand the profile of the wine consumer. Thus, and to achieve the proposed objective, we first proceeded to the construction of an analysis model that includes the theoretical problem centered essentially on the concepts of innovativenes and wine consumer behavior. As this is quantitative research, a questionnaire survey was used for data collection. It was found that consumers give a greater preference to the intrinsic attributes, in particular the "flavor", "type of wine" and "aroma" instead of the extrinsic attributes, therefore, for innovation to have some influence on the process of the purchase and consumption decision by consumers will have to occur in this type of attributes. Keywords: innovativeness; wine; consumer behavior
This study aims to understand the profile of the Portuguese wine consumer, as well as the factors that influence the frequency of consumption. Above all, it was intended to understand if the Portuguese wine consumer is able to innovate in this market and if this innovation will influence the purchase and consumption decision process by consumers. It is important for the theoretical conduction of this investigation to understand the profile of the wine consumer. Thus, and to achieve the proposed objective, we first proceeded to the construction of an analysis model that includes the theoretical problem centered essentially on the concepts of innovativenes and wine consumer behavior. As this is quantitative research, a questionnaire survey was used for data collection. It was found that consumers give a greater preference to the intrinsic attributes, in particular the "flavor", "type of wine" and "aroma" instead of the extrinsic attributes, therefore, for innovation to have some influence on the process of the purchase and consumption decision by consumers will have to occur in this type of attributes. Keywords: innovativeness; wine; consumer behavior
Descrição
Orientação: Maria Teresa Ribeiro Candeias
Palavras-chave
MESTRADO EM GESTÃO, GESTÃO, MANAGEMENT, INOVAÇÃO, INNOVATION, VINHOS, WINES, COMPORTAMENTO DOS CONSUMIDORES, BEHAVIOUR