The behavior of wine consumer from serra catarinense
DOI:
https://doi.org/10.32358/rpd.2022.v8.620Keywords:
serra catarinense, behavior, consumption, geographical indication, high altitude wines, wine routesAbstract
Objective: The article aims to understand the behavior of wine consumers in the Serra Catarinense region. Methodology: an online questionnaire prepared on the Google Forms platform was applied, consisting of 20 questions (07 questions for the characterization of the sample, 04 questions for consumer behavior and 09 questions for consumption characteristics). Results: The results show that the proportion of female and male respondents is similar, the respondents' purchasing power is high compared to the country's minimum wage, academic training is high, most have undergraduate and/or postgraduate degrees, monthly wine consumption is from 1 to 5 bottles, they have a medium level of knowledge and the most important attribute at the time of purchase was aroma, texture and flavor, followed by price and promotion. Limitations: The number of valid responses (125 respondents) limits generalizations about the survey results. Originality: The Serra Catarinense, the coldest region in Brazil that has the Geographical Indication of Denomination of Origin for high altitude wine. As it is a region with a large wine production, knowing the consumer profile will have an important contribution in marketing actions, both for those who produce and for those who sell it.Downloads
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