Green Wine Market Segmentation in the North of Portugal: the case of restaurateur managers

• Type: Article in International Scientific Journal
• Date: 2009

Authors

Oliveira Brochado, A (Author) Other; Francisco Vitorino Martins (Author) FEP

Journal

Title: Revista Brasileira de Gestao de Negocios

Vol. 11

Pages: 7-18

ISSN: 1806-4892

Publisher: Fundacao Escola de Comercio Alvares Penteado (FECAP)

Indexing

ISI Web of Knowledge - 0 Citations

Scopus - 0 Citations

Other information

Authenticus ID: P-003-S0B

Abstract (EN): Although being completely true that special knowledge is required to make wine, special knowledge. is also required to trade it. The development of knowledge to make better wine has occupied the minds of academics, scholars and producers for centuries, but the knowledge of a special effort to do business with wine is embryonic. Historically, the success factors for wine companies lay on production technology and products' quality. However, the growing competitiveness in the-market now requires a much more in-depth analysis of consumer behaviour aiming a better satisfaction of their needs. The wine market is growing in sophistication and the opportunities for market segmentation are increasing. This paper provides a broad review of some studies published about the wine consumer behaviour, with applications in the context of market segmentation. Using as segmentation base nine variables that measure the importance attributed to tangible and intangible features in the process of wine acquisition, we propose a classification of the. restaurateur managers in the north of Portugal into two groups.

Language: Portuguese

Type (Professor's evaluation): Scientific

No. of pages: 12