Comportamento do consumidor de vinhos da região das Missões: uma investigação sobre os fatores influenciadores

Abstract

Among the great variety of alcoholic beverages on market, the fine wine has gained focus. Fine wine consumption has increased, so far as the access to the drink has become facilitated and the pricing more attractive. Other reason that could be interfering on the consumer’s behavior regarding to wine is the benefits provided to the health. Beyond that, consumers are also influenced by psychological, social, personal and cultural factors. Given the exposed, the main goal of this study was to investigate the consumer behavior from Região das Missões, and as specific goal, identify the factors that better impact this consumers behavior. It is refered as a descriptive study, with a quantitative nature, where 158 people were investigated in three municipalities: Cerro Largo, São Luiz Gonzaga and Santo Ângelo. To identify the influencing factors of consumers behavior, a survey (public opinion research) was accomplished through the applying of a questionnaire with 35 questions, some about the respondent’s identification and the remaining about wine consumption habits. After collected, data were analysed with the assistence of softwares Microsoft Office Excel 2010 TM and the Statistical Package for the Social Sciences TM-SPSS 23.0- demo version. Data were analysed through a descriptive statistics, using statistical average estimative and standard deviation. Results, displayed in Tables, Graphics and Figures, along with their descriptions, suggest that the most influencial factor upon consumer behavior are the social and psychological factors, once the greater averages are related with questions regarding to this factors. It is found that wine consumers from Região das Missões also enjoy consuming the beverage on their own residence, ideally at dinner or on dates. The main motivations to wine consumption is the sensation of well being and the health benefits that drinking can provide. Majority of respondents consider color and class of the wine on the moment of beverage choice and would rather acquire it on travels and specialized stores. As a final conclusion of the study, it is perceived that Região das Missões, where german culture is predominant, fine wine consumption is relatively low, once finding sample was among the limitations of the study. As a proposal for future studies, the recommend to extend the sample to a large number of municipalities, it also would become interesting to iniciate a quantitative study, followed by a qualitative research, aiming to deepen this area of discussion.