The behavior of wine consumer from serra catarinense

Authors

DOI:

https://doi.org/10.32358/rpd.2022.v8.620

Keywords:

serra catarinense, behavior, consumption, geographical indication, high altitude wines, wine routes

Abstract

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

Download data is not yet available.

Author Biographies

Anahi Macario de Eveche, Instituto Federal de Santa Catarina

Graduated in Business Administration from the State University of Western Paraná (2012-2014). She has experience in the area of Administration, with emphasis on Personnel Department. In 2015 she served as a substitute professor at the Federal Institute of Santa Catarina-Campus Lages, teaching classes for technical courses and also for continuing education courses (FIC). She worked in a third-party company as a migration assistant for the Federal Police from 2008 to 2012 and as a ballot box technician at the service of the Electoral Forum during the years 2005, 2006, 2008 and 2010.

Monica Liberato, Universidade Federal de Sergipe

PhD student in Intellectual Property Sciences at UFS, Master in Tourism at IFS, Master in Marketing at the University of Lisbon (revalidated by the Master's Degree in Administration at UFPB), Specialist in HR Management at Faculdade São Luis de França. Graduated in Marketing from Faculdade Alagoana de Tecnologia. She was for 2 years administrative / financial director of SMTT in são Cristóvão / SE. She was Project Coordinator for the Municipal Secretariat for Social Action and Citizenship for 4 years and served as traffic education coordinator for SMTT in Aracaju. She was Professor of the Administration and HR Management courses at Faculdade Maurício de Nassau (2013-2016) and Grupo Tiradentes (2018-2022). She has experience in HR processes, Marketing and project development. Today she is a substitute professor at IFSC-Lages, a member of the research group Tourism, Education and Culture and researches the tourism innovation ecosystem. and member of the Marketing research group in the IFSC Lidere program in partnership with Beja/Pt.

References

Avendaño-Leadem, D. F., Cedeño-Montoya, B. C., & Arroyo-Zeledón, M. S. (2020). Integrando el concepto de servicios ecosistémicos en el ordenamiento territorial. Revista Geográfica de América Central, (65), 63-90. https://doi.org/10.15359/rgac.65-2.3

Câmara Municipal de Nova Iguaçu. (2011). Plano Diretor Participativo da Cidade de Nova Iguaçu. Disponível em: http://www.cmni.rj.gov.br/site/legislacao-municipal/plano-diretor/plano-diretor-republicacao-em-06-06-12-2-31.pdf

Sonaglio, C. M., & Zamberlan, C. O. (2022). Cultural itinerary “caminho para os ervais” as a proposal for regional development/ Itinerário cultural “caminho para os ervais” como proposta de desenvolvimento regional. Revista Produção e Desenvolvimento, 8(1), e605. https://doi.org/10.32358/rpd.2022.v8.605

Cazella, A. A., Medeiros, M., Desconsi, C., Schneider, S., & de Paula, L. G. N. (2020). O enfoque da cesta de bens e serviços territoriais: seus fundamentos teóricos e aplicação no Brasil. Revista Brasileira de Gestão e Desenvolvimento Regional, 16(3).

Cilona, Teresa (2017). Sustainability, Territorial Resources and Social Capital. International Journal of Sustainable Development and Planning, 12(4), 819–828. https://doi.org/10.2495/sdp-v12-n4-819-828

Chan, G. K. (2017). Governance networks for effective custodians'participation in the sustainability of langkawi as a geopark. Kajian Malaysia, 35, 91-118. https://doi.org/10.21315/km2017.35.supp.1.6

Dallabrida, V. R. (2020). Território e Governança Territorial, Patrimônio e Desenvolvimento Territorial: estrutura, processo, forma e função na dinâmica territorial do desenvolvimento. Revista Brasileira de Gestão e Desenvolvimento Regional, 16(2), 63–78. https://www.rbgdr.net/revista/index.php/rbgdr/article/view/5395/933

Dallabrida, V. R., Rotta, E., Büttenbender, P. L., Denardin, V. F., & Arenhart, L. O. (2021). Abordagem territorial do desenvolvimento: categorias conceituais e pressupostos metodológicos. Guaju, 7(1), 8-80. https://doi.org/10.5380/guaju.v7i1.80437

Eveche, A. M. de, & Liberato, M. (2022). O comportamento do consumidor de vinho da serra catarinense. Revista Produção E Desenvolvimento, 8(1), e620. https://doi.org/10.32358/rpd.2022.v8.620

Kempiak, J., Hollywood, L., Bolan, P., & McMahon-Beattie, U. (2017). The heritage tourist: an understanding of the visitor experience at heritage attractions. International Journal of Heritage Studies, 23(4), 375-392. https://doi.org/10.1080/13527258.2018.1552615

Henche, Blanca García; Salvaj, Erica & Cuesta-Valiño, Pedro (2020). A Sustainable Management Model for Cultural Creative Tourism Ecosystems. Sustainability, 12(9554), 1-22. https://doi.org/10.3390/su12229554

Jazar, Manoela (2021). Cidade e Literatura: aproximações e leituras. Revista Produção e Desenvolvimento, 7, 1–12. https://doi.org/10.32358/rpd.2021.v7.556

Lavrov, A. M., & Polikarpova, L. A. (2016). Methodological assessment of territorial competitive positions: consumer goods and services industries and markets infrastructure in kemerovo region case study”. Foods and Raw Materials, 4(1), 163–170. https://doi.org/10.21179/2308-4057-2016-1-163-170

Leiva Cañete, Fabiola & Díaz Meeks, Pablo (2019). Patrimonialización, desarrollo territorial y nuevos modelos de gobernanza. El caso del ramal ferroviario Talca-Constitución en la región del Maule, Chile”. OPERA, 26, 37–53. https://doi.org/10.18601/16578651.n26.04

Mello, Carolina Iuva; Froehlich, José Marcos (2019). O bem que falta na cesta: o artesanato no território Quarta Colônia, RS”. Estudo, Sociedade e Agricultura, 27(2), 282-306. https://doi.org/10.36920/esa-v27n2-3

Menezes, A. da S., & Mello, J. A. V. B. (2022). Expansão imobiliária e adensamento populacional na periferia do Estado do Rio de Janeiro/Brasil: uma análise da cidade de Nova Iguaçu. Geograficando, 18(2), e122. https://doi.org/10.24215/2346898Xe122

Orbaşlı, Aylin & Cesaro, Giorgia (2020). Rethinking Management Planning Methodologies: A Novel Approach Implemented at Petra World Heritage Site. Conservation and Management of Archaeological Sites, 22(1–2), 93–111. https://doi.org/10.1080/13505033.2021.1928369

Masquete, J. A., & Chande, G. C. (2022). Integração da infraestrutura verde no ordenamento da cidade de Lichinga: potencialidades e condicionantes. Paisagem e Ambiente, 33(49), e186480-e186480. https://doi.org/10.11606/issn.2359-5361.paam.2022.186480

Núñez, J. M. (2021). Análisis espacial de las áreas verdes urbanas de la Ciudad de México. Economía, sociedad y territorio, 21(67), 803-833.

Bollo Manent, M., Martín Morales, G., & Martínez Serrano, A. (2022). Las áreas verdes en la ciudad de Morelia, Michoacán. México. Investigaciones geográficas, (107). https://doi.org/10.14350/rig.60494

Campos, J. C. B., Silveira, J. A. R. D., Silva, G. J. A. D., Lima, E. R. V. D., Barros Filho, M. N. M., & Dantas, N. F. B. F. (2021). Proposta de avaliação da qualidade de vida e do bem-estar em áreas verdes urbanas. Ambiente Construído, 21, 97-115. https://doi.org/10.1590/s1678-86212021000300540

Pecqueur, B. (2001). Qualité et développement territorial: l'hypothèse du panier de biens et de services territorialisés. Économie rurale, 261(1), 37-49. https://doi.org/10.3406/ecoru.2001.5217

Plano MINUTA (s. d.). Plano Municipal para o Desenvolvimento do Turismo de Nova Iguaçu. Nova Iguaçu: Semadetur.

Prefeitura de Nova Iguaçu. (n.d.). A Cidade | Prefeitura de Nova Iguaçu. Disponível em: http://www.novaiguacu.rj.gov.br/cidade/. (Data da consulta: 29-10-2021).

Porter, Nicole (2020). Strategic planning and place branding in a World Heritage cultural landscape: a case study of the English Lake District, UK. European Planning Studies, 28(7), 1291–1314. https://doi.org/10.1080/09654313.2019.1701297

San Eugenio, Jordi de; Ginesta, Xavier; Compte-Pujol, Marc & Frigola-Reig, Joan (2019). “Building a Place Brand on Local Assets: The Case of The Pla de l’Estany District and Its Rebranding”. Sustainability, 11(3218), 1–14. https://doi.org/10.3390/su11113218

Santos, Bárbara Lucia de Souza (2018), Análise das estratégias de marketing do Parque Natural Municipal de Nova Iguaçu. Trabalho de Conclusão de Curso, Universidade Federal Rural do Rio de Janeiro.

SEMUAM. (2001). Plano de Manejo do Parque Municipal de Nova Iguaçu (Resumida ed.). Secretaria Municipal de Meio Ambiente e Urbanismo.

Smerichevskyi, Serhii; Kniazieva, Tetiana & Walid, Atia (2018). ASSESSMENT OF MARKETING ACTIVITY MANAGEMENT IN TERRITORIAL UNITS: THEORETICAL-METHODOLOGICAL APPROACH. Baltic Journal of Economic Studies, 4(4), 326–333. https://doi.org/10.30525/2256-0742/2018-4-4-326-333

Braga, A., Mello, J. A., Silva, P., & Mello, A. (2022). Estudo Netnográfico a partir dos comentários emitidos no Facebook sobre patrimônio e o turismo em Tinguá-RJ-Brasil. Revista Turismo & Desenvolvimento, 39, 405-423. https://doi.org/10.34624/rtd.v39i0.25875

Tecchio, A., Capelesso, A. J., Dorigon, C., & Cazzella, A. A. (2020). Desenvolvimento Territorial no Extremo Oeste de Santa Catarina: a Abordagem da Cesta de Bens e Serviços Territoriais. Anais do Simpósio Latino-Americano de Estudos de Desenvolvimento Regional, 2(1).

Vergara, Sylvia Constant (2016). Projetos e relatórios de pesquisa em administração (16ª ed.), São Paulo, Editora Atlas.

Vieira, Sonia (2009). Como elaborar questionários. São Paulo, Editora Atlas.

Vikhoreva, M., & Jakobson, A. (2020). Socio-economic conditions as a factor of revealing cities’ marketing potential. Studies of the Industrial Geography Commission of the Polish Geographical Society, 34(4), 126-137. https://doi.org/10.24917/20801653.344.8

Downloads

Published

2022-12-30

How to Cite

Eveche, A. M. de, & Liberato, M. (2022). The behavior of wine consumer from serra catarinense. Revista Produção E Desenvolvimento, 8(1), e620. https://doi.org/10.32358/rpd.2022.v8.620

Issue

Vol. 8 No. 1 (2022): January-December

Section

Management Affairs

License

Copyright (c) 2022 Revista Produção e Desenvolvimento

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

All content on this work is licensed under a Creative Commons BY Attribution 4.0 Unported license. The articles are free to use, with their CC BY attributions of license.

The journal is not responsible for the opinions, ideas and concepts emitted in the texts, as they are the sole responsibility of its author (s).

The publisher has the right to reject articles that in the evaluation process have been detected signs of plagiarism. The articles that have been detected indications of plagiarism after the publication, will be excluded from the edition. And the indication of the problem will be informed in the place of the text, keeping the same amount of pages.

This journal adopts the principles of ethical conduct of international quality Committee on Publication Ethics (COPE), as well as the parameters of Integrity in the Scientific Activity indicated by SCOPUS and SCIELO.