GENERAL CHARACTERISTICS OF THE WINE CONSUMER – A SYSTEMATIC REVIEW

• DOI: 10.22533/at.ed.2162142222073

• Palavras-chave: Wine, Consumer behavior, Marketing.

• Keywords: Wine, Consumer behavior, Marketing.

• Abstract:

  This systematic review contributes to a better understanding of the behavior of wine consumers and their typical characteristics for each segment, or sub-segment, of wine. What emerges from the literature selected by the systematic review is that wine consumers' preferences differ greatly from country to country and that specific sociodemographic characteristics, if well known by wine producers, can act as anticipators of certain consumer behaviors for decision making. wine buying decisions. Among them, it was noted that product involvement plays a crucial role in the wine drinker's decision, reinforced by the familiarity and knowledge that the consumer has about wines.

   

• Número de páginas: 15