Segmentação do mercado do vinho da Região do Douro: uma perspetiva do consumidor
Data
2020-06-29
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Resumo
A tradição e a cultura incutidos na produção de vinho assumem-se cada vez mais como base de
sustentação para Portugal, quer a nível económico, quer social. Ao gradual investimento na
plantação de vinha alia-se a sofisticação dos métodos de vinificação, resultando na necessidade
de conquistar consumidores num mercado altamente competitivo e estratégico, que se encontra
saturado de grande diversidade de marcas nacionais e internacionais. Sendo com base nesta
realidade que o estudo do comportamento do consumidor se torna importante para as empresas,
segmentando-o com a finalidade de obter respostas às particularidades de um mercado em
constante evolução.
O objetivo principal deste trabalho prende-se com a apresentação da segmentação do mercado
no sector do vinho, tendo como base a perspetiva do consumidor em diversas vertentes para
melhor entender o seu comportamento. Com isto, realizou-se uma revisão de literatura relativa
à segmentação de mercado e estratégias de segmentação, centralizando-se no entanto o tema na
segmentação do mercado do vinho tendo em conta as preferências do consumidor. Como tal,
para o presente estudo recorreu-se a um inquérito distribuído via online, resultando numa
amostra de 200 inquiridos.
Este estudo concluiu que a segmentação por género é bastante relevante, tendo em conta que a
intenção de compra de um vinho da Região do Douro, por parte do género feminino tem menos
discrepância a nível de classe de preços em relação ao género masculino. O fator preço é sempre
tido como um atributo importante e valorizado, sendo que, perante a amostragem a disposição
a pagar por um vinho encontra-se fixada num valor inferior a 4,99€. Um dos pontos
determinantes deste estudo foi a possibilidade de segmentar os consumidores em dois grupos
distintos: um grupo de consumidores que valoriza os atributos relacionados com o terroir e
elementos sensoriais, e outro grupo que valoriza mais o consumo de vinho tendo em conta a
ocasião, frequência e local de consumo.
A tradition and culture of wine production are increasingly taking over as a support base for Portugal, both at an economic and social level. By gradually investing in the planting of vines, the methods of winemaking become more sophisticated, resulting in the need to conquer the number of highly competitive and strategic markets, which find a great diversity of national and international brands saturated. Based on this reality, the study of consumer behavior becomes important for companies, segmenting it with answers to obtain answers to the particularities of a market in constant evolution. The main objective of this work is related to a presentation of the market segmentation in the wine sector, based on the consumer's perspective in several aspects to better understand their behavior. With this, perform a literature review related to market segmentation and segmentation strategies, centering it, however, on the wine market segmentation theme that has the account as a consumer. As such, for the present study, a test was distributed online, resulting in sample of 200 consultations. This study concluded that the segmentation by gender is quite relevant, taking into account the intention to purchase a wine from the Douro Region, on the part of the female gender there is less discrepancy in the price class level in relation to the male gender. The price factor is always considered as an important and valued attribute, and, after sampling and booking a payment for wine, it is fixed at a value of less than € 4.99. One of the determinant points of this study was the possibility of segmenting consumers into two distinct groups: a group of consumers who value items related to terroir and sensory elements, and another group that values more the consumption of wine that takes into account, frequency and local consumption
A tradition and culture of wine production are increasingly taking over as a support base for Portugal, both at an economic and social level. By gradually investing in the planting of vines, the methods of winemaking become more sophisticated, resulting in the need to conquer the number of highly competitive and strategic markets, which find a great diversity of national and international brands saturated. Based on this reality, the study of consumer behavior becomes important for companies, segmenting it with answers to obtain answers to the particularities of a market in constant evolution. The main objective of this work is related to a presentation of the market segmentation in the wine sector, based on the consumer's perspective in several aspects to better understand their behavior. With this, perform a literature review related to market segmentation and segmentation strategies, centering it, however, on the wine market segmentation theme that has the account as a consumer. As such, for the present study, a test was distributed online, resulting in sample of 200 consultations. This study concluded that the segmentation by gender is quite relevant, taking into account the intention to purchase a wine from the Douro Region, on the part of the female gender there is less discrepancy in the price class level in relation to the male gender. The price factor is always considered as an important and valued attribute, and, after sampling and booking a payment for wine, it is fixed at a value of less than € 4.99. One of the determinant points of this study was the possibility of segmenting consumers into two distinct groups: a group of consumers who value items related to terroir and sensory elements, and another group that values more the consumption of wine that takes into account, frequency and local consumption
Descrição
Dissertação submetida à Universidade de Trás-os-Montes e Alto Douro para cumprimento dos
requisitos necessários à obtenção do Grau de Mestre em Enologia e Viticultura
Palavras-chave
Segmentação de mercado , Região Demarcada do Douro