Perfil dos consumidores de vinhos finos em Dom Pedrito.

Abstract

Consumer buying behavior is essential in the strategic management of any company whatever the business activity. Therefore, it is essential that the company knows its consumer audience. Dom Pedrito has been standing out in the production of grapes and fine wines because it is located in the range that comprises the 31ºS parallel, where there are also some of the world's main wine regions. As a result, the present work aimed to analyze the profile of consumers in Dom Pedrito (RS) in relation to the choice of fine wines. To obtain this work, a quantitative survey was carried out with 201 participants through a Google docs questionnaire Google docs survey with sharing via social networks, between March and April 2021. With the results, it was possible to assess that in relation to the female and male gender there is no significant difference between them. Most are married have full high school, are workers and with a monthly income of 1 to 3 minimum wages. Gives considerable importance to the choice of wine first in the country of origin of the product second on the label and then on the price. It was found that the majority of consumers are between 31 and 40 years old for the best development of this work, more research, further studies and larger sample populations are needed for meaningful conclusions. However, with the data presented in this it is possible to notice some evidence of preferences among the interviewees.