Wine consumption in the city of Recife (Brazil): a study of therelevance of the drink’s attributes on the moment of purchase

Revista Brasileira de Pesquisa em Turismo

关键词: Comportamento do consumidor. Vinho. Atributos do produto. Escala Best-Worst.;   

DOI  :  10.7784/rbtur.v11i1.1153

来源: DOAJ

【 摘 要 】

This study is a theoretical-empirical research on the identification and analysis of wine attributes’ relevance in the purchase decision process to consumers from Recife. The theoretical framework was developed based on the identification of the most-frequently evaluated wine attributes in consumer behaviour studies in several countries. Subsequently, based on the work of Goodman et al. (2007), the relevance degree of each attribute was classified through the Best-Worst Scaling (BWS). The methodological approach was quantitative in nature, the data collection method was a questionnaire adapted from Forbes (2008) and Groot (2011) and completed by 100 consumers. The results show that price, brand, awards, alcohol by volume and attractive front label were considered important attributes by the consumers. However, the decisive attributes for the purchase decision were others: grape variety, country of origin of the wine, food harmonization and the information on the back label.

【 授权许可】

Unknown