Análise do comportamento do público consumidor de vinhos das Regiões Sul e Sudeste do Brasil

Abstract

Consumer behavior is a complex and multidimensional process that is even more complicated when it is necessary to consider several individuals or groups. Thereby, this paper aims to analyze the main aspects concerning consumer behavior in the South and Southeast regions of Brazil and to compare characteristics in different groups. The methodology consists in a descriptive analysis under a quantitative approach, as the questionnaire was developed from a theoretical basis. Data collection has taken place online. At the end, 385 responses were recorded and 86.2% of respondents consume wines on a weekly basis, preferably red wine followed by white and sparkling wine. The places of choice for shopping are supermarkets / hypermarkets, wineries / cooperatives and restaurants. Among the suggested occasions for consumption are: at home with family, with friends and at home alone as well. According to the respondents, the purchase and consumption are mainly motivated by liking the beverage and by the pleasure in the consumption. Among the strategies utilized during product selection, the grape type and friend’s and acquaintance’s suggestions are presented as the main tools for decision-making.