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Advisor(s)
Abstract(s)
O presente estudo pretende avaliar se o paĆs de origem Ć© a caracterĆstica com maior impacto na perceĆ§Ć£o dos consumidores em relaĆ§Ć£o ao espumante, ou entender quais as caracterĆsticas mais importantes, procurando assim compreender o volume de importaƧƵes de espumantes de ItĆ”lia, quando Portugal Ć© um paĆs que consome maioritariamente vinho nacional.
Os espumantes Italianos foram escolhidos como alvo deste estudo, pois, de todas as importaƧƵes de espumantes efetuadas pelo mercado portuguĆŖs, o maior nĆŗmero destas Ć© oriundo de ItĆ”lia.
O efeito do paĆs de origem Ć© um tema vastamente estudado por vĆ”rios pesquisadores de todo o mundo e em diversas categorias de produtos. Na revisĆ£o bibliogrĆ”fica, sĆ£o indicados dois temas interligados com o efeito do paĆs de origem: a animosidade e o etnocentrismo.
O segmento que pretendemos atingir foram os jovens, como tal, foi enviado um inquƩrito para uma Faculdade da Universidade do Porto e para um Instituto pertencente ao PolitƩcnico do Porto, obtendo-se 210 respostas.
Para estes estudantes, o paĆs de origem nĆ£o foi a caracterĆstica considerada mais importante na avaliaĆ§Ć£o dos espumantes, mas sim o sabor, qualidade e preƧo.
Ainda que se tenha verificado a existĆŖncia de etnocentrismo neste segmento, o mesmo nĆ£o se pode dizer em relaĆ§Ć£o Ć animosidade perante ItĆ”lia, uma vez que ItĆ”lia Ć© percecionada por estes jovens como sendo um paĆs com qualidades gastronĆ³micas.
Com este estudo, considera-se um avanƧo no estado da arte nos temas: efeito do paĆs de origem, animosidade e etnocentrismo. AtĆ© ao momento da elaboraĆ§Ć£o deste trabalho, nĆ£o me foi possĆvel localizar estudos sobre o efeito do paĆs de origem em vinhos espumantes, apenas noutros tipos de vinhos.
Com este estudo os profissionais de marketing de empresas de vinhos espumantes e espumosos podem adaptar as suas campanhas publicitĆ”rias e estratĆ©gias de marketing Ć s preferĆŖncias e perceƧƵes deste segmento.
This study intends to evaluate whether or not the country of origin is the most relevant characteristic in the perception consumers have regarding sparkling wine, or understand which characteristics are the most important. It intends to make sense of the volume of importations of Italian sparkling wine, considering the fact that Portugal is a country that consumes mostly national wine. The Italian sparkling wine is the target of this study, since its share within the imported sparkling wine brought into the Portuguese market is the largest one. The effect of the country of origin is a theme widely studied by many researchers around the world and regarding various categories of products. In the bibliography we point two themes connected to the effect of the country of origin: animosity and ethnocentrism. The segment we strive to study are the young adults. As such a survey was sent to a faculty of the University of Porto and another to a Institute of Polytechnic of Porto, with 210 replies resulting from this. For these students, the country of origin was by no means the most important characteristic when it comes to sparkling wine, but rather the flavour, quality and price. Even though we verified the existence of ethnocentrism in this segment, the same does not hold true when it comes to the animosity towards Italy. These young adults see Italy as a country with gastronomic qualities. This study aims to be part of the progress in the study of the themes: effect of the country of origin, animosity and ethnocentrism. Up until now, there are no studies to be found about the effect of the country of origin in sparkling wine, being found only in regards to other types of wine. This study will allow the professionals behind the marketing departments of sparkling wine companies to adapt theirs advertising campaigns and marketing strategies to the preferences shown by this segment.
This study intends to evaluate whether or not the country of origin is the most relevant characteristic in the perception consumers have regarding sparkling wine, or understand which characteristics are the most important. It intends to make sense of the volume of importations of Italian sparkling wine, considering the fact that Portugal is a country that consumes mostly national wine. The Italian sparkling wine is the target of this study, since its share within the imported sparkling wine brought into the Portuguese market is the largest one. The effect of the country of origin is a theme widely studied by many researchers around the world and regarding various categories of products. In the bibliography we point two themes connected to the effect of the country of origin: animosity and ethnocentrism. The segment we strive to study are the young adults. As such a survey was sent to a faculty of the University of Porto and another to a Institute of Polytechnic of Porto, with 210 replies resulting from this. For these students, the country of origin was by no means the most important characteristic when it comes to sparkling wine, but rather the flavour, quality and price. Even though we verified the existence of ethnocentrism in this segment, the same does not hold true when it comes to the animosity towards Italy. These young adults see Italy as a country with gastronomic qualities. This study aims to be part of the progress in the study of the themes: effect of the country of origin, animosity and ethnocentrism. Up until now, there are no studies to be found about the effect of the country of origin in sparkling wine, being found only in regards to other types of wine. This study will allow the professionals behind the marketing departments of sparkling wine companies to adapt theirs advertising campaigns and marketing strategies to the preferences shown by this segment.
Description
DissertaĆ§Ć£o de Mestrado
Mestrado em Empreendedorismo e InternacionalizaĆ§Ć£o
Orientada por Mestre Anabela Ribeiro
Keywords
Comportamento do consumidor PaĆs de origem Animosidade Etnocentrismo Ethnocentrism Consumer behaviour Country of origin Animosity
Citation
Publisher
Instituto PolitĆ©cnico do Porto. Instituto Superior de Contabilidade e AdministraĆ§Ć£o do Porto