Imagem de produto : a configuração da imagem do vinho fino

Abstract

International trading has become a common activity in global economics. According to information of Brazilian Wine Institute (IBRAVIN) 80% of the sold wine in Brazil are imported. Product image plays as important role on preferences and product choice (CHUANG; CHANG; HSU, 2001), as long as the choice hardly depends on product`s image perpeption. The purpose of this study was to identify the nacional and imported wine`s configuration of image an d the determinant factors on purchase intent over customers across Serra region of Rio Grande do Sul.Therefore, after the literature review on the subjects, an exploratory qualitative research was conducted, through semi-structured interviews aiming to identify the attributes that compose the wine`s image. Next, a quantitative research was handled through a survey, using statistical techniques like Analysis of Variance (ANOVA), factor analysis and multiple linear regression. Through the factor analysis it was possible to obtain 6 dimensios of wine image: (i) symbolic, (ii) social-simbolic, (iii) affective-sensory, (iv) value, (v) functional and (vi) historic. By the multiple linear regression it was not possible to obtain relevant results. It was also found two new factors by the factorial analisys: (ii)social-simbolic and (vi)historic. So, the understanding on the wine image becomes better.