Wine consumption in the city of Recife (Brazil): a study of the relevance of the attributes of the drink at the time of purchase

Consumo de vinos en la ciudad de Recife (Brasil): un estudio sobre la relevancia de los atributos de la bebida al momento de la compra

Abstract

This study is a theoretical-empirical research on the identification and analysis of wine attributes' relevance in the purchase decision process to consumers in Recife. The theoretical framework was developed based on the identification of the most-frequently evaluated wine attributes in consumer behaviour studies in several countries. Subsequently, based on the work of Goodman et al. (2007), the relevance degree of each attribute was classified through the Best-Worst Scaling (BWS). The methodological approach was quantitative in nature, the data collection method was a questionnaire adapted from Forbes (2008) and Groot (2011) and completed by 100 consumers. The results show that price, brand, awards, alcohol by volume and attractive front label were considered important attributes by the consumers. However, the decisive attributes for the purchase decision were others: grape variety, country of origin of the wine, matching with the food and the information on the back label.

Keywords:
Consumer behavior; Wine; Product attributes; Scale Best-Worst.