How the portuguese wine can further penetrate the german wine market

Detalhes bibliográficos
Autor(a) principal: Henne, Lisa-Marie
Data de Publicação: 2015
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.5/11212
Resumo: Mestrado em Viticultura e Enologia - Instituto Superior de Agronomia / Faculdade de Ciências - Universidade do Porto
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spelling How the portuguese wine can further penetrate the german wine marketportuguese wineconsumer behaviourGermanypurchasemarket penetrationMestrado 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 marketISA/ULVerissimo, José Manuel CristovãoMalfeito Ferreira, ManuelRepositório da Universidade de LisboaHenne, Lisa-Marie2016-03-16T14:20:48Z20152015-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.5/11212engHenne, L.-M. - How the portuguese wine can further penetrate the german wine market. Lisboa: ISA, 2015, 54 p.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-03-06T14:41:28Zoai:www.repository.utl.pt:10400.5/11212Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:57:32.097768Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How the portuguese wine can further penetrate the german wine market
title How the portuguese wine can further penetrate the german wine market
spellingShingle How the portuguese wine can further penetrate the german wine market
Henne, Lisa-Marie
portuguese wine
consumer behaviour
Germany
purchase
market penetration
title_short How the portuguese wine can further penetrate the german wine market
title_full How the portuguese wine can further penetrate the german wine market
title_fullStr How the portuguese wine can further penetrate the german wine market
title_full_unstemmed How the portuguese wine can further penetrate the german wine market
title_sort How the portuguese wine can further penetrate the german wine market
author Henne, Lisa-Marie
author_facet Henne, Lisa-Marie
author_role author
dc.contributor.none.fl_str_mv Verissimo, José Manuel Cristovão
Malfeito Ferreira, Manuel
Repositório da Universidade de Lisboa
dc.contributor.author.fl_str_mv Henne, Lisa-Marie
dc.subject.por.fl_str_mv portuguese wine
consumer behaviour
Germany
purchase
market penetration
topic portuguese wine
consumer behaviour
Germany
purchase
market penetration
description Mestrado em Viticultura e Enologia - Instituto Superior de Agronomia / Faculdade de Ciências - Universidade do Porto
publishDate 2015
dc.date.none.fl_str_mv 2015
2015-01-01T00:00:00Z
2016-03-16T14:20:48Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.5/11212
url http://hdl.handle.net/10400.5/11212
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Henne, L.-M. - How the portuguese wine can further penetrate the german wine market. Lisboa: ISA, 2015, 54 p.
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv ISA/UL
publisher.none.fl_str_mv ISA/UL
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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