Opinions and attitudes of wine consumers utilizing focus group Opiniões e atitudes dos consumidores de vinho utilizando grupo de foco.

Camila Carvalho Menezes · B. D. V. CÃ‚NDIDO · C. L. ANGÃ‰LICO · Érika Cristina Rodrigues

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Wine Industry and Tourism Consumer Behavior and Marketing Influence Sensory Analysis and Statistical Methods

Abstract

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 veriï¬ 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 inï¬‚ uence the purchase process and consumer preference are different in relation to the evaluation of consumers and specialists.

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