Lealdade do consumidor de vinhos da Guatambu Estância do Vinho

Abstract

Grapes and wine are products that are part of the great chain of agribusiness, this activity has achieved expressiveness in the quality aspect. But it is not enough to invest only in the quality of the raw material, inputs and processes, it is necessary to invest in the development of the culture of the consumption of wines. Therefore, it is increasingly imminent to the need to use the marketing tools to help develop a good relationship between clients and companies, through efficient and professional communication, it is necessary to recognize the needs and, especially, the conditioning factors of loyalty. In this context, the study aims to identify the main determinants of Guatambu winery loyalty. The study analyzed customer records and, through a quantitative survey, identified that some of the company's actions meet the aspects that customers deem important for loyalty. As a result, it was found that the consumer profile of Guatambu winery is of a high social class. And in relation to the determinants of loyalty all the factors studied have obtained positive results, however there is a need to improve the marketing strategies of the winery.