We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
What do women like? A quantitative study of the female behavior of sparkling wines consumers.
- Authors
DE OLIVEIRA DORNELLES, MIRIAM; FARIAS, CLÁUDIO VINÍCIUS SILVA; FLORES, SHANA SABBADO
- Abstract
The purpose of this paper is to investigate the purchase process of the sparkling wines female consumers, in order to understand the variables that influence the purchase process of this product. Th e consumer behavior in the purchase decision process is one important topic of the marketing studies, to the extent that it helps to explain how decisions are made and what elements determine them, it can support strategic marketing decisions. The importance of gender segmentation has been highlighted in several studies; in addition, women have made most purchases and their influence in purchase decision has been highlighted. Th is study uses data from a survey carried out on a representative sample of 1,003 female consumers from Brazil. It was used a fi ve levels Likert scale; Independent tests and correspondence analyses were performed. Th e study could identify the five main factors influencing the choice. Also, the results contribute to elucidate points such as confidence to choose and consumption occasions and contexts.
- Subjects
BRAZIL; WINE tourism; TOURISTS; TECHNOLOGICAL innovations; CONSUMER behavior; MARKETING
- Publication
Wine Economics & Policy, 2022, Vol 11, Issue 2, p31
- ISSN
2213-3968
- Publication type
Article
- DOI
10.36253/wep-10416