Characteristics of the decision process of wine purchase in the 9th Region of Araucanía, Chile.

B. Schnettler · A. Rivera

9 citations0/0 files storedInternational Journal of Agriculture and Natural Resources

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Wine Industry and Tourism Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

In order to obtain the characteristics of the wine buying decision process in Temuco, primary information was generated from a sample representative of sex composition and age groups of the 9th Region. The findings show that the decision process of wine purchase follows the characteristics of convenience goods. Using multivariate conjoint analysis it is possible to determine that price is the main factor in the purchase decision of a specific wine and a positive relationship between price and quality. In this market, occasional wine consumers predominate mainly in special events. Among the consumers a strong brand loyalty was not evidenced.

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