O estudo do comportamento do consumidor de vinhos da região do Douro: comparação do perfil dos consumidores portugueses e estrangeiros

Abstract

The product wine has undergone an exponential growth target due to the huge recognition by the consumer of the present day. Wine is increasingly characterized by the consumer as a lifestyle and a product of ostentation. A product so peculiar with intrinsic and extrinsic attributes that it is up to marketers to use incentives and marketing strategies. The behaviour of the consumer has changed in recent years and it is necessary to adjust the way they think and make a purchase because in the opinion of the marketer this product is considered attractive and complex due to the huge need to influence the consumer at the time of purchase as post-purchase. The Douro Demarcated Region is considered an excellent ex-libris due to its enormous history of having been an international explorer in the demarcation of a wine-growing area. Nothing better than to understand what the consumer looks for in order to practice more cohesive strategies in the future.

Date of Award	2018
Original language	Portuguese
Supervisor	Maria Teresa Ribeiro Candeias (Supervisor)