2022: Just Accepted
Original Research Article

What do women like? An exploratory study of the female behavior of sparkling wines consumers

Shana Flores
Federal Institute of Education, Science and Technology of Rio Grande do Sul (Brazil)
Published September 27, 2022
Keywords
  • Brazil. Consumer behavior. Purchasing decision. Gender
How to Cite
Flores, S. (2022). What do women like? An exploratory study of the female behavior of sparkling wines consumers . Wine Economics and Policy. https://doi.org/10.36253/wep-10416

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. This study uses data from a survey carried out on a representative sample of 1,003 female consumers from Brazil. It was used a five levels Likert scale; Independent tests and correspondence analyses were performed. They are influenced by the taste, followed by having tasted the sparkling wine before, by someone’s recommendation, by the price and by the origin. They prefer to choose the product and they do not let others to decide for them. There is a big change in this product consumption, because there is a growth in day-by-day consumption, not only on special dates. Marketing strategies should understand that women have gone through and continue to go through several social changes. There is a market potential that differentiates daily consumption from special dates consumption. To daily consumption, this indicates the existence of the potential marketing strategies and segmentation.

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