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Please use this identifier to cite or link to this item: http://hdl.handle.net/10400.5/3901

Title: Impacto dos hábitos e critérios de decisão de compra na estratégia de marketing de um pequeno produtor de vinho
Other Titles: The impact of the habits and the buying decision making criteria in the marketing of small wine producer
Authors: Fernandes, Ana Catarina dos Santos
Advisor: Lopes, Nuno Miguel Vellez Caldas Netto
Laureano, Olga
Keywords: wine
marketing
consumption occasions
shopping criteria
place of purchase
Issue Date: 2011
Publisher: ISA/UTL
Citation: Fernandes, Ana Catarina dos Santos - Impacto dos hábitos e critérios de decisão de compra na estratégia de marketing de um pequeno produtor de vinho. Lisboa: ISA, 2011
Abstract: In recent years there has been a sharp increase in the number of wine brands that appear in the market, making it essential for producers to know the process of consumer buying in order to setup an adequate marketing strategy that can differentiate its brand among the competitors. In Portugal, the most part of wine producers are small producers, which due to their small dimension and to the lack of investment in marketing strategies, base their selling strategies on common sense. This dissertation aims to identify and analyse the habits and the underlying criteria on the decision taking by the consumers upon the wine bought, with the final objective of setting up an effective marketing strategy on the internal market for small wine producers. After the bibliographic review, we have identified five consumption occasions (―Daily consumption, at home‖, ―On a special occasion, at home‖, ―Daily consumption, away from home‖, ―On a special occasion, away from home‖ and ―To offer‖), nine points of purchase, twenty two criteria on bought decision, five price levels and nine sources of information. We have elaborated a conceptual framework that identifies and analyses the four Ps of Marketing Mix (Placement, Product, Price and Promotion), being it tested by the hypotheses of the investigation. The three hypotheses for the empiric investigation are:  Hypothesis 1: Different type of consumers imply different consumption occasions.  Hypothesis 2: Different consumption occasions imply different points of purchase.  Hypothesis 3: Different points of purchase imply different shopping criteria. With the purpose of testing the investigation hypothesis, it was defined a two phase empiric investigation methodology: exploratory phase, where we conducted low structured enquires to wine consumers, wine sellers and to a general manager of wine-growing farm; quantitative phase, based on a questionnaire made to a sample of consumers (over 16 years-old) residents on the Lisbon Metropolitan Area. After the data treatment we confirmed the validity of the hypothesis and the empiric evaluation of the model and we were able to identify sixteen different types of consumers, segmented based on the gender, age, occupation and purchasing attitude. The main results are presented as follows:  The penetration level of the consumption occasion differs from type of consumer, however there is a general trend for the consumption on special occasions.  The Hypotheses 2 is only relevant for the ―Take Home‖ consumption, as the ―Restaurant‖ is always the main point of purchase when the consumption is made right away. For theoccasion ―Take Home‖, the ―Hypermarket‖ –in absolute terms- worth more than any other point of purchase, even though there are differences when considering relative values.  Even though the five main purchase criteria are very similar when we analyse and compare by point of purchase and by occasion of consumption, crossing the i) consumption occasion with the point of purchase and crossing ii) occasion of consumption with the type of consumer, the average values differ and the remaining attributes vary its influence level.  The price paid by bottle depends on the occasion of consumption, on the point of purchase and on the type of consumer. We may conclude that the small producers must differentiate themselves from competitors based on the purchase criteria with greater influence on buyers to gain a competitive edge against other competitors. The target segment where small producers should have as its main focus on marketing strategy is the ―Experts‖. For this type of consumers the pricing strategy is critical; they are quite well informed about the market offer and so the producer must set the price so its product could be value for money.
Description: Mestrado em Viticultura e Enologia - Instituto Superior de Agronomia / Faculdade de Ciências - Universidade do Porto
URI: http://hdl.handle.net/10400.5/3901
Appears in Collections:BISA - Dissertações de Mestrado / Master Thesis

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