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Please use this identifier to cite or link to this item: http://hdl.handle.net/10400.5/3559

Title: Wine purchase and consumption in Portugal - an exploratory analysis of young adults' motives/attitudes and purchase attributes
Other Titles: Compra e consumo de vinho em Portugal - uma análise exploratória das motivações/atitudes e atributos de compra dos jovens adultos
Authors: Duarte, Filomena
Madeira, Joana
Barreira, Maria Madalena
Keywords: wine
consumption motives/attitudes
extrinsic attributes
information sources
market segmentation
Issue Date: 2010
Publisher: Estação Vitivinicola Nacional
Citation: "Ciência e Técnica Vitivinicola". ISSN 0254-0223. 25:2 (2010) 63-73
Abstract: This study, exploratory in nature, examines how motives/attitudes, purchase and consumption behaviour, as well as extrinsic attributes for wine choice, of Portuguese young adult’s (aged less than 35 years), differ from other age segments. With this aim an online survey was used, resulting in 1160 usable responses. Using factor and cluster analysis, based on motivation/attitudes towards wine consumption, four segments were obtained: “Enthusiast”, “Regular”, “Infrequent” and “Convivial” wine drinkers. Results show that despite some similarities, young adults (more represent in the two last clusters), particularly those under 24 years, show signifi cant differences concerning the analysed factors.
Peer Reviewed: yes
URI: http://hdl.handle.net/10400.5/3559
ISSN: 0254-0223
Appears in Collections:DEASR - Artigos de Revistas

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