Aspectos da qualidade em vinhos tintos : um estudo comparativo entre consumidores e profissionais do setor vinícola

Abstract

Perceptions of quality, image and value and the purchase behavior are acts immersed in customers' subjectivity and individuality. This is also valid in wines. Initially, it was done a review in the recent literature of how the wines' quality is perceived. The aspects identified were used for a data collection form (survey), that was tested with two groups: regular consumers (Group 1) and wine professionals (Group 2). The objectives were to verify the importance of the identified aspects for both groups, check the harmony of quality aspects between groups and identify opinions about important aspects related to wine buying process. The survey results were used to confirm the importance of the aspects and dimensions the quality present in the international literature and, classify them by importance from the perspective of local consumers; it also was used to identify the existence of a low similarity between consumers and wine professionals in relation to wines' quality aspects. Important opinions were also identified (from both groups) on aspects such as, fair price/paid for a wine for daily basis consumption, fair price/paid for a wine for special situations and opinions on the cost-benefit of national wines and the main preference/concurrent country as a wine supplier of the Brazilian marked. Between the wine professionals, were identified that large proportion of them consider that the national product's price is a key factor for sales growth. With the groups internal segmentation, based on the profile questions, we identified the formation of a few heterogeneous groups.