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Publicação
Efeito da alteração das Denominações de Origem vitivinícolas na preferência dos consumidores: o caso do Ribatejo/Tejo
Orientador(es)
Resumo(s)
The purpose of this study was to understand how the change of an Official
Designation influences wine consumers‟ buying attitude, i.e., have consumers noticed the
recent change from “Ribatejo” to “Tejo” and in what way does it affect their wine buying
decision. In light of this change it was also studied how the supplied information modifies
consumers‟ behavior. Wine is a product characterized by various attributes (brand, price,
grape variety, etc.) being the Region of Origin amongst the main ones relatively to the buying
decision because it‟s a source of information to the consumer in regard of the product‟s
quality. A test took place at a wine store in which the sales were registered and analyzed in
order to obtain the necessary conclusions. It was concluded that the change of the Official
Designation was accompanied with the lowering of prices. Consumers also preferred the
Geographical Indication “Ribatejo” relatively to “Tejo” although the increasing supplied
information level attenuated these preferences though without statistical significance
because of the price effect that became bigger than all the other factors.
Descrição
Mestrado em Viticultura e Enologia - Instituto Superior de Agronomia
Palavras-chave
official designation region of origin geographical indication buying attitude rebranding