Verissimo, José Manuel CristovãoMalfeito Ferreira, ManuelHenne, Lisa-Marie2016-03-162016-03-162015Henne, L.-M. - How the portuguese wine can further penetrate the german wine market. Lisboa: ISA, 2015, 54 p.http://hdl.handle.net/10400.5/11212Mestrado em Viticultura e Enologia - Instituto Superior de Agronomia / Faculdade de Ciências - Universidade do PortoFor a successful export of portuguese wine it is necessary to analyse the consumer behaviour of the various target countries. Only if the consumer behaviour is understood one is able to develop and implement marketing strategies as well as products that address market and consumer needs appropriately. As Germany is one of most important import countries for wine this paper solely focusses on the german wine market. It is therefore of major importance to analyse the consumer behaviour, aiming to identify the most valued attributes when choosing portuguese wines, understanding their purchasing habits and their expectations from Portuguese wines. The results of this study showed that german consumers like to drink refreshing white wines as well as slender and classy red wines. Customers who are already used to portuguese wine associate them with exceptional quality and great price-quality ratio. The majority of the sample are lacking of an intellectual connection to portuguese wine though. Another finding of this paper is that German consumers are very discount driven and demand value for their money on the one hand but are also willing to spend larger amounts of money for good recommended wines on the other hand. To understand these patterns of behaviour is an essential premise in order to effectively penetrate the German marketengportuguese wineconsumer behaviourGermanypurchasemarket penetrationmaster thesis203651545