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Authors
Abstract(s)
El sector del vino es un sector exigente y competitivo, con una gran variedad de tipologĆas, marcas, regiones, colores, uvas, etc. Esto, junto al hecho de que el proceso de compra se vea comprometido por cierto riesgo percibido a la hora de tomar la decisiĆ³n, son dos razones suficientes para convencer a bodegas y cooperativas, independientemente de su tamaƱo, a implementar estrategias y metodologĆas de Marketing Digital con el objetivo de posicionarse en el mercado y de ser fuente de informaciĆ³n y conocimiento Ćŗtil para los consumidores.
Este estudio, por tanto, busca analizar las caracterĆsticas demogrĆ”ficas y de hĆ”bito de la muestra encuestada, e identificar la implicaciĆ³n, los atributos, las fuentes de informaciĆ³n, y el conocimiento de los consumidores, para plantear estrategias de marketing digital que ayuden a las empresas a estar presentes en el plano digital con contenidos y acciones correctamente orientadas.
La metodologĆa implementada fue cuantitativa, con un cuestionario online lanzado a travĆ©s de las redes sociales. La muestra analizada estĆ” formada por un total de 231 hombres y mujeres consumidores de vino habituales, procedentes de EspaƱa y Portugal, y de todas las edades, desde los 18 aƱos, edad legal mĆnima para beber.
Los resultados concluyeron que los consumidores de vino habituales, cuyo encuadramiento sociodemogrĆ”fico define un perfil de hombre, entre los 34 y los 54 aƱos, con estudios universitarios, empleo estable y un sueldo superior a las 1500ā¬, son personas con una alta implicaciĆ³n con el vino, lo que se resumen en la existencia de un alto Conocimiento objetivo y subjetivo, y un Riesgo percibido funcional y econĆ³mico superior. A la hora de buscar informaciĆ³n, confĆan mĆ”s en los atributos: Tipo de vino, Precio y RegiĆ³n de Origen, y, a pesar de que las fuentes de informaciĆ³n que mĆ”s consultan son las de tipo personal, si nos centramos en las impersonales, las pĆ”ginas web y las aplicaciones de vino son sus plataformas escogidas.
The wine sector is a demanding and competitive sector, with a wide variety of typologies, brands, regions, colors, grapes, etc. This, together with the fact that the purchasing process is compromised by some perceived risk when making the decision, are two sufficient reasons to convince wineries and cooperatives, regardless of their size, to implement Digital Marketing strategies and methodologies with the aim of positioning themselves in the market and of being a source of useful information and knowledge for consumers. This study therefore seeks to analyze the demographic and habit characteristics of the surveyed sample, and identify the involvement, attributes, sources of information, and consumer knowledge, to propose digital marketing strategies that help companies to be present digitally with properly targeted content and actions. The methodology implemented was quantitative, with an online questionnaire launched through social networks. The sample analyzed consists of a total of 231 men and women who are regular wine consumers from Spain and Portugal, and of all ages, from the age of 18, the minimum legal age to drink. The results concluded that regular wine consumers, whose sociodemographic framing defines a human profile, between the age of 34 and 54, with university studies, stable employment, and a salary of more than 1500 euros, are people with a high involvement with wine, which is summarized in the existence of a high Objective and subjective knowledge, and a higher perceived functional and economic risk. When searching for information, they rely more on attributes: Wine Type, Price, and Region of Origin, and even though the sources of information they consult most are personal sources, if we focus on impersonal sources, web pages, and wine applications are their chosen platforms.
The wine sector is a demanding and competitive sector, with a wide variety of typologies, brands, regions, colors, grapes, etc. This, together with the fact that the purchasing process is compromised by some perceived risk when making the decision, are two sufficient reasons to convince wineries and cooperatives, regardless of their size, to implement Digital Marketing strategies and methodologies with the aim of positioning themselves in the market and of being a source of useful information and knowledge for consumers. This study therefore seeks to analyze the demographic and habit characteristics of the surveyed sample, and identify the involvement, attributes, sources of information, and consumer knowledge, to propose digital marketing strategies that help companies to be present digitally with properly targeted content and actions. The methodology implemented was quantitative, with an online questionnaire launched through social networks. The sample analyzed consists of a total of 231 men and women who are regular wine consumers from Spain and Portugal, and of all ages, from the age of 18, the minimum legal age to drink. The results concluded that regular wine consumers, whose sociodemographic framing defines a human profile, between the age of 34 and 54, with university studies, stable employment, and a salary of more than 1500 euros, are people with a high involvement with wine, which is summarized in the existence of a high Objective and subjective knowledge, and a higher perceived functional and economic risk. When searching for information, they rely more on attributes: Wine Type, Price, and Region of Origin, and even though the sources of information they consult most are personal sources, if we focus on impersonal sources, web pages, and wine applications are their chosen platforms.
Description
Keywords
Marketing digital Comportamiento del consumidor Proceso de decisiĆ³n de compra Riesgo percibido y vino Consumers behaviour Digital marketing Purchase decision process Perceived risk Wine