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Purpose Identify the most important attributes used by consumers in Porto Alegre (Brazil) in the wine selection process. Originality/value: The behavior of the wine consumer is changing, since people have different wants and needs which are influenced by several factors. Among these factors, the attributes of the product are relevant to understanding the decision-making process of the consumer. Understanding such behavior is fundamental for the development of the market, since it is the consumer who determines what and how many products will be acquired. In this sense the research becomes relevant for a better understanding of the behavior of the wine consumer in the Brazilian market.Design/methodology/approach: A qualitative exploratory study through interviews with two experts in Porto Alegre (Brazil) to investigate the relevance of the attributes proposed in the literature review. The results reaffirmed the need to use 13 attributes. Later an online questionnaire was applied to 100 wine consumers. Therefore, in this work, a BIB (13, 4, 4, 1) was generated for further analysis using the BW score. As a complement, ANOVA was used to analyze the mean differences between attributes and segments. Findings: The results obtained showed that the most important attributes are related to the previous experience of the consumer with wine, gastronomic harmonization and recommendations. Keywords: Consumer behavior; Wine; Product attributes.
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