What do women like? A quantitative study of the female behavior of sparkling wines consumers
The purpose of this paper is to investigate the purchase process of the sparkling wines female consumers, in order to understand the variables that influence the purchase process of this product. The consumer behavior in the purchase decision process is one important topic of the marketing studies,...
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| Format: | Article |
| Language: | English |
| Published: |
Firenze University Press
2022-09-01
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| Series: | Wine Economics and Policy |
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| Online Access: | https://oaj.fupress.net/index.php/wep/article/view/10416 |
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| author | Miriam de Oliveira Dornelles Cláudio Vinícius Silva Farias Shana Sabbado Flores |
| author_facet | Miriam de Oliveira Dornelles Cláudio Vinícius Silva Farias Shana Sabbado Flores |
| author_sort | Miriam de Oliveira Dornelles |
| collection | DOAJ |
| description | The purpose of this paper is to investigate the purchase process of the sparkling wines female consumers, in order to understand the variables that influence the purchase process of this product. The consumer behavior in the purchase decision process is one important topic of the marketing studies, to the extent that it helps to explain how decisions are made and what elements determine them, it can support strategic marketing decisions. The importance of gender segmentation has been highlighted in several studies; in addition, women have made most purchases and their influence in purchase decision has been highlighted. This study uses data from a survey carried out on a representative sample of 1,003 female consumers from Brazil. It was used a five levels Likert scale; Independent tests and correspondence analyses were performed. The study could identify the five main factors influencing the choice. Also, the results contribute to elucidate points such as confidence to choose and consumption occasions and contexts.
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| format | Article |
| id | doaj-art-62db6ccb275444cf87e4e4e4660b0dfa |
| institution | DOAJ |
| issn | 2213-3968 2212-9774 |
| language | English |
| publishDate | 2022-09-01 |
| publisher | Firenze University Press |
| record_format | Article |
| series | Wine Economics and Policy |
| spelling | doaj-art-62db6ccb275444cf87e4e4e4660b0dfa2025-08-20T03:12:47ZengFirenze University PressWine Economics and Policy2213-39682212-97742022-09-0111210.36253/wep-10416What do women like? A quantitative study of the female behavior of sparkling wines consumersMiriam de Oliveira Dornelles0Cláudio Vinícius Silva Farias1Shana Sabbado Flores2IFRS – Federal Institute of Rio Grande do Sul, Porto AlegreIFRS – Federal Institute of Rio Grande do Sul, Porto AlegreIFRS – Federal Institute of Rio Grande do Sul, Bento GonçalvesThe purpose of this paper is to investigate the purchase process of the sparkling wines female consumers, in order to understand the variables that influence the purchase process of this product. The consumer behavior in the purchase decision process is one important topic of the marketing studies, to the extent that it helps to explain how decisions are made and what elements determine them, it can support strategic marketing decisions. The importance of gender segmentation has been highlighted in several studies; in addition, women have made most purchases and their influence in purchase decision has been highlighted. This study uses data from a survey carried out on a representative sample of 1,003 female consumers from Brazil. It was used a five levels Likert scale; Independent tests and correspondence analyses were performed. The study could identify the five main factors influencing the choice. Also, the results contribute to elucidate points such as confidence to choose and consumption occasions and contexts. https://oaj.fupress.net/index.php/wep/article/view/10416Brazilconsumer behaviorpurchasing decisiongender |
| spellingShingle | Miriam de Oliveira Dornelles Cláudio Vinícius Silva Farias Shana Sabbado Flores What do women like? A quantitative study of the female behavior of sparkling wines consumers Wine Economics and Policy Brazil consumer behavior purchasing decision gender |
| title | What do women like? A quantitative study of the female behavior of sparkling wines consumers |
| title_full | What do women like? A quantitative study of the female behavior of sparkling wines consumers |
| title_fullStr | What do women like? A quantitative study of the female behavior of sparkling wines consumers |
| title_full_unstemmed | What do women like? A quantitative study of the female behavior of sparkling wines consumers |
| title_short | What do women like? A quantitative study of the female behavior of sparkling wines consumers |
| title_sort | what do women like a quantitative study of the female behavior of sparkling wines consumers |
| topic | Brazil consumer behavior purchasing decision gender |
| url | https://oaj.fupress.net/index.php/wep/article/view/10416 |
| work_keys_str_mv | AT miriamdeoliveiradornelles whatdowomenlikeaquantitativestudyofthefemalebehaviorofsparklingwinesconsumers AT claudioviniciussilvafarias whatdowomenlikeaquantitativestudyofthefemalebehaviorofsparklingwinesconsumers AT shanasabbadoflores whatdowomenlikeaquantitativestudyofthefemalebehaviorofsparklingwinesconsumers |