Opinions and attitudes of wine consumers utilizing focus group

• Autor(a) principal: Menezes, Camila Carvalho
• Data de Publicação: 2010
• Outros Autores: Cândido, Betânia Diniz Volpi, Angélico, Caroline Lima, Rodrigues, Erika Cristina, Carneiro, João de Deus Souza
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Institucional da UFLA
• Texto Completo: http://repositorio.ufla.br/jspui/handle/1/9506
• topic: Market study; Label; Packaging

The objective of this work was to understand the opinions, attitudes and the perceptions of wine consumers using the focus group technique. 24 wine consumers were selected through a recruitment questionnaire to participate in the focus group. Three focus group sessions were carried out, with eight consumers in each. It was verifi ed that the factors most observed by the consumers at the time of wine purchase were brand (71%), origin (75%) and price (75%). In relation to the type of wine, 50% of the participants prefer suave red wine. The factors that infl uence the purchase process and consumer preference are different in relation to the evaluation of consumers and specialists.