Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.5/6258
Título: Research on chinese grape wine consumer behaviour and strategy for portuguese wine in China
Autor: Oliveira, Urbano Ruben Coito Neves de
Orientador: Ilhéu, Maria Fernanda
Palavras-chave: Chinese market
Portuguese grape wine
Consumer behaviour
Country-of-origin effects
Marketing Planning
Data de Defesa: 2013
Editora: Instituto Superior de Economia e Gestão
Citação: Oliveira, Urbano Ruben Coito Neves de. 2013. "Research on chinese grape wine consumer behaviour and strategy for portuguese wine in China". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Resumo: Understanding the market characteristics and consumer behaviour are the main factors to achieve success in any country. However, China has specificities that are very different from what marketers are used to. This study aims to research the consumers’ behaviour in terms of purchase and consumption, as well as, their perception towards Portugal, its’ products and wine. It also intends to create a strategic marketing plan that can serve exporters that want to enter the Chinese market. To this end, an online survey was administered to a selected sample of Shanghai’s population. As a result, it was concluded that Portuguese products may have a chance to enter this market, if they are presented in the right places, with the right prices, if it can get to the right people and publications but, especially, if the business relation and country brand are well managed.
Descrição: Mestrado em Marketing
URI: http://hdl.handle.net/10400.5/6258
Aparece nas colecções:BISEG - Dissertações de Mestrado / Master Thesis
DG - Dissertações de Mestrado / Master Thesis

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