Comportamento dos consumidores de vinho no estado de São Paulo.

Abstract

In Brazil, vitiviniculture is recent when compared to old world countries such as France and Italy, for example. Currently, viticulture is a traditional activity in nine Brazilian regions. In 2020 Brazil consumed 4.3 mhl of wine, had an increase of 18.4% in relation to 2019 and registered the highest level of consumption since the year 2000. The state of São Paulo is the largest general consumer, but it is in third place when consumption per person stands out. One of the biggest challenges for Brazilian wine producers is to insert the habit of consumption in the routine of Brazilians, in the midst of so many other drinks already popularized in the country, such as beer, for example. Several factors influence the consumer at the time of purchase, such as personal factors, socio-cultural factors, situational factors and marketing stimuli. The present work aims to analyze the profile of wine consumers in the state of São Paulo. A field study was carried out with a sample of 1076 (one thousand and seventy-six) people who are consumers of wine in the state of São Paulo, the questionnaire applied contained 17 objective questions. Through the data collection of this research it can be concluded that the profile of the wine consumer in the state of São Paulo is concentrated in the great majority in the city of São Paulo, is formed mainly by women, with age range of 18 to 29 years, the most of them claim to be single, post-graduated, with a family income of 3 to 7 minimum wages. He has a medium understanding of the drink, consumes at least once a week, and his preferences are wines from other countries. They opt for fine wine, preferably dry. Most of the time they buy the product in supermarkets. Friends and family have a great influence on the choice of the product, since the buyer chooses them as a source of information. The value imposed on the product has a great influence on the time of purchase. The research indicates that the consumption of the product by the interviewees is more pleasurable in moments of relaxation with close people, such as friends and family. These factors make the consumer have what he most desires when consuming the drink, relaxation and well-being.