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Abstract(s)
Sendo o vinho um produto tão peculiar e característico da nossa nação, a presente investigação académica pretende identificar e quantificar as importâncias relativas dos atributos do vinho, aos olhos dos consumidores online portugueses. Graças aos contributos da literatura são esclarecidos os tipos de atributos mais relevantes para os portugueses, tendo em conta o contexto online sobre o qual nos
debruçamos, alvo de um crescimento exponencial nos últimos anos. Nesse sentido, foi utilizada a abordagem do Best‑Worst scalling na construção de um questionário online e na consequente análise dos dados recolhidos. Utilizando o método de selecção e de propagação geométrica, no total foram recolhidas 324
respostas, das quais 20 foram consideradas válidas e pertencentes à população em estudo. Posteriormente, as hipóteses foram testadas através do cálculo e interpretação dos valores √(B/W) para cada um dos 7 atributos estudados. Tanto o atributo “preço” como o “região/país de origem” revelaram possuir a maior influência relativa nas decisões de compra dos consumidores online portugueses. Adicionalmente, os resultados confirmaram a notável importância relativa das avaliações e comentários sobre os vinhos, fonte de opiniões e experiências externas. Por oposição, as características visuais relacionadas com a própria garrafa e rótulo foram identificadas como de menor importância.
As wine is such a unique and characteristic product of our nation, the present academic research intends to identify and quantify the relative importance of wine attributes, through the Portuguese online consumers’ perspective. Due to literature contributions, this thesis enlightens the most relevant wine attributes for Portuguese consumers for this online context, which has been growing exponentially in the past few years. Therefore, the Best Worst Scaling method was used to develop the online questionnaire and to analyse the outcome data. Through the selection and snow ball methods, 324 responses were collected from which 220 were considered valid and relevant to the population at stake. Subsequently, the hypothesis were tested through the calculation and interpretation of the √(B/W) values for each of the 7 attributes examined. Results reveal that both price and region/country of origin attributes have the higher relative importance during the purchase decisions of Portuguese online consumers. Furthermore, findings confirm the remarkable relative importanc of wine ratings and reviews, an external source of opinions and experiences. Conversely, visual characteristics related to the wine bottle and label were identified as having the lowest relative importance.
As wine is such a unique and characteristic product of our nation, the present academic research intends to identify and quantify the relative importance of wine attributes, through the Portuguese online consumers’ perspective. Due to literature contributions, this thesis enlightens the most relevant wine attributes for Portuguese consumers for this online context, which has been growing exponentially in the past few years. Therefore, the Best Worst Scaling method was used to develop the online questionnaire and to analyse the outcome data. Through the selection and snow ball methods, 324 responses were collected from which 220 were considered valid and relevant to the population at stake. Subsequently, the hypothesis were tested through the calculation and interpretation of the √(B/W) values for each of the 7 attributes examined. Results reveal that both price and region/country of origin attributes have the higher relative importance during the purchase decisions of Portuguese online consumers. Furthermore, findings confirm the remarkable relative importanc of wine ratings and reviews, an external source of opinions and experiences. Conversely, visual characteristics related to the wine bottle and label were identified as having the lowest relative importance.
Description
Keywords
Atributo Extrínseco Vinho Online Attribute Extrinsic Wine