Análise da importância da embalagem no momento da decisão de compra de vinhos finos

Abstract

The present study shows the importance of the components present in the packaging of fine Brazilian wines, seeking to understand the consumer's vision when buying this beverage. The work was carried out through a questionnaire composed of nine questions regarding the objective of the work, and five socioeconomic questions, distributed online, through applications and social networks. A quantitative survey was carried out, with 163 respondents, of which 77.30% were wine consumers, where the most conspicuous items were the label and counter, followed by the bottle, and last, but with importance, the wine corking. Within the label and counter-label, the mandatory items that obtained the highest results were the classification (red, rosé and white), and the alcoholic graduation, and of the optional items evaluated, the variety of the cultivar and the vintage were the informations in which they are most observed when buying wine. Regarding the type of fence, a total of four materials were evaluated, where the natural cork was highlighted and still remains in the preference of the Brazilian for red wines and for white wines, also of corking items, its porosity was considered very important. Of the items referring to the bottle, its color was the most important factor, both for white wines and for red wines. Considering the results it is up to companies to consider what consumers value, and to design labels that appeal to this audience. It is suggested a more detailed study of this research that achieves a broader socioeconomic segmentation, to represent the Brazilian wine consumer as a whole.