French wine and the Brazilian consumer
Ano de defesa: | 2015 |
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Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | eng |
Instituição de defesa: |
Não Informado pela instituição
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Programa de Pós-Graduação: |
Não Informado pela instituição
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Departamento: |
Não Informado pela instituição
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País: |
Não Informado pela instituição
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Palavras-chave em Português: | |
Link de acesso: | http://hdl.handle.net/10438/13702 |
Resumo: | In a more and more competitive international wine market, French exporters are looking at new markets to spread their activity. Brazil presents today a considerable potential market for wine, and it is very important for French wine exporters that are looking gain market shares to understand better its dynamics in order to shape efficient marketing strategies. The first and step is to understand the behavior of the end consumer in order to offer the right product the right way. The following dissertation has for object the analysis of the consumption habits as well as the consumer’s perception of the French wines in the Brazilian wine market. The analysis will be conducted in the light of consumer behavior; therefore special attention will be paid to Brazilian demographics, consumer habits, and market trends for wine products. More precisely, research will try to identify different groups of consumers with similar patterns, based on demographics, their consumption or potential consumption of wine, and their particular perception of French wine. The idea behind that process is to construct a frame that can help developing marketing strategies for French wines professionals in Brazil, giving potential exporters a better understanding of who they should target and how they can do it effectively. The realization of this dissertation was an important challenge, as wine consumer behavior in Brazil was not addressed entirely before. It is very difficult today for French wine exporters wishing to understand better the Brazilian wine consumer to find any study or analysis. This dissertation was thus conducted in the hope of offering them an interesting tool for constructing more efficient marketing strategies. In order to do so, literature was reviewed addressing Brazilian wine market (product specificities, production, consumer data etc). It also covered decision factors that influence consumers in their buying decisions, which is a very complex matter when it comes to wine products. Finally, literature about wine-marketing strategies was reviewed, in order to evaluate their respective potential impact as well as their relevance to the Brazilian Market. The second step of the study was the submission of questionnaires to Brazilian consumers and analyzed in order to determine their preferences and understand their perception of the French wines. The objective was to identify potential target groups for French wine producers. |
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Morel de Boncourt, Antoine Marie Jean GérardEscolas::EAESPMorgado, Maurício Gerbaudo2015-05-13T18:34:58Z2015-05-13T18:34:58Z2015-03-11MOREL DE BONCOURT, Antoine Marie Jean Gérard. French wine and the Brazilian consumer. Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2015.http://hdl.handle.net/10438/13702In a more and more competitive international wine market, French exporters are looking at new markets to spread their activity. Brazil presents today a considerable potential market for wine, and it is very important for French wine exporters that are looking gain market shares to understand better its dynamics in order to shape efficient marketing strategies. The first and step is to understand the behavior of the end consumer in order to offer the right product the right way. The following dissertation has for object the analysis of the consumption habits as well as the consumer’s perception of the French wines in the Brazilian wine market. The analysis will be conducted in the light of consumer behavior; therefore special attention will be paid to Brazilian demographics, consumer habits, and market trends for wine products. More precisely, research will try to identify different groups of consumers with similar patterns, based on demographics, their consumption or potential consumption of wine, and their particular perception of French wine. The idea behind that process is to construct a frame that can help developing marketing strategies for French wines professionals in Brazil, giving potential exporters a better understanding of who they should target and how they can do it effectively. The realization of this dissertation was an important challenge, as wine consumer behavior in Brazil was not addressed entirely before. It is very difficult today for French wine exporters wishing to understand better the Brazilian wine consumer to find any study or analysis. This dissertation was thus conducted in the hope of offering them an interesting tool for constructing more efficient marketing strategies. In order to do so, literature was reviewed addressing Brazilian wine market (product specificities, production, consumer data etc). It also covered decision factors that influence consumers in their buying decisions, which is a very complex matter when it comes to wine products. Finally, literature about wine-marketing strategies was reviewed, in order to evaluate their respective potential impact as well as their relevance to the Brazilian Market. The second step of the study was the submission of questionnaires to Brazilian consumers and analyzed in order to determine their preferences and understand their perception of the French wines. The objective was to identify potential target groups for French wine producers.Em um mercado internacional de vinhos cada dia mais competitivo, exportadores franceses estão procurando novos mercados para expandir suas atividades. Nesse cenário o Brasil aparece como um mercado potencial enorme e, por isso, é necessário aos empreendedores o perfeito entendimento das dinâmicas de mercado, a fim de moldar estratégias de marketing eficientes. A primeira etapa é entender o comportamento do consumidor final, a fim de oferecer o produto certo de maneira certa. Essa dissertação tem por objeto a análise dos hábitos de consumo, bem como a percepção do consumidor sobre os vinhos franceses no mercado do vinho brasileiro. A análise será efetuada em função do comportamento do consumidor; portanto, uma atenção especial será dada à demografia, aos hábitos de consumo e as tendências do mercado para os produtos vitivinícolas. Mais precisamente, a investigação tentará identificar diferentes grupos de consumidores com padrões semelhantes, baseados em dados demográficos, consumo atual ou potencial de vinho, e sua percepção particular sobre o vinho francês. A idéia por trás desse processo é a construção de um quadro que pode ajudar a desenvolver estratégias de marketing para profissionais do mercado de vinhos franceses no Brasil, fornecendo a potenciais exportadores uma melhor compreensão sobre como direcionar o seu posicionamento e atingir metas de forma eficaz. A realização desta dissertação foi um desafio importante porque o comportamento do consumidor de vinho no Brasil nao foi estudado inteiramente. É muito difícil hoje para exportadores franceses que desejam compreender melhor o consumidor brasileiro de vinho encontrar qualquer estudo ou análise. A fim de fazer isso, a literatura sobre o mercado do vinho brasileiro foi utilizada (especificidades dos produtos, produção, dados de consumo, etc.). A literatura também inclui os fatores de decisão que influenciam os consumidores nas suas decisões de compra, o que é uma questão muito complexa quando se trata de vinho. Finalmente, a literatura sobre as estratégias de marketing foi revista, a fim de avaliar o tanto o impacto potencial como a relevância para o mercado brasileiro. A segunda etapa do estudo foi a apresentação de questionários a consumidores brasileiros e a análise, com o intuito de determinar as preferências dos consumidores e compreender a percepção do vinho francês. O objetivo foi identificar potenciais grupos alvos para os produtores franceses de vinho.engVinho francêsConsumer behaviorBrazilian wine marketCiência políticaVinho e vinificaçãoComportamento do consumidor - BrasilConsumo (Economia)French wine and the Brazilian consumerinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALANTOINE MARIE JEAN GERARD MOREL DE BONCOURT THESIS.pdfANTOINE MARIE JEAN GERARD MOREL DE BONCOURT THESIS.pdfapplication/pdf5500759http://bibliotecadigital.fgv.br:80/dspace/bitstream/10438/13702/1/ANTOINE%20MARIE%20JEAN%20GERARD%20MOREL%20DE%20BONCOURT%20THESIS.pdfe8646bc114caa08b7b1baaa052181241MD51LICENSElicense.txtlicense.txttext/plain; charset=utf-84707http://bibliotecadigital.fgv.br:80/dspace/bitstream/10438/13702/2/license.txtdfb340242cced38a6cca06c627998fa1MD52TEXTANTOINE MARIE JEAN 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InstitucionalPRI |
dc.title.eng.fl_str_mv |
French wine and the Brazilian consumer |
title |
French wine and the Brazilian consumer |
spellingShingle |
French wine and the Brazilian consumer Morel de Boncourt, Antoine Marie Jean Gérard Vinho francês Consumer behavior Brazilian wine market Ciência política Vinho e vinificação Comportamento do consumidor - Brasil Consumo (Economia) |
title_short |
French wine and the Brazilian consumer |
title_full |
French wine and the Brazilian consumer |
title_fullStr |
French wine and the Brazilian consumer |
title_full_unstemmed |
French wine and the Brazilian consumer |
title_sort |
French wine and the Brazilian consumer |
author |
Morel de Boncourt, Antoine Marie Jean Gérard |
author_facet |
Morel de Boncourt, Antoine Marie Jean Gérard |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.author.fl_str_mv |
Morel de Boncourt, Antoine Marie Jean Gérard |
dc.contributor.advisor1.fl_str_mv |
Morgado, Maurício Gerbaudo |
contributor_str_mv |
Morgado, Maurício Gerbaudo |
dc.subject.por.fl_str_mv |
Vinho francês Consumer behavior Brazilian wine market |
topic |
Vinho francês Consumer behavior Brazilian wine market Ciência política Vinho e vinificação Comportamento do consumidor - Brasil Consumo (Economia) |
dc.subject.area.por.fl_str_mv |
Ciência política |
dc.subject.bibliodata.por.fl_str_mv |
Vinho e vinificação Comportamento do consumidor - Brasil Consumo (Economia) |
description |
In a more and more competitive international wine market, French exporters are looking at new markets to spread their activity. Brazil presents today a considerable potential market for wine, and it is very important for French wine exporters that are looking gain market shares to understand better its dynamics in order to shape efficient marketing strategies. The first and step is to understand the behavior of the end consumer in order to offer the right product the right way. The following dissertation has for object the analysis of the consumption habits as well as the consumer’s perception of the French wines in the Brazilian wine market. The analysis will be conducted in the light of consumer behavior; therefore special attention will be paid to Brazilian demographics, consumer habits, and market trends for wine products. More precisely, research will try to identify different groups of consumers with similar patterns, based on demographics, their consumption or potential consumption of wine, and their particular perception of French wine. The idea behind that process is to construct a frame that can help developing marketing strategies for French wines professionals in Brazil, giving potential exporters a better understanding of who they should target and how they can do it effectively. The realization of this dissertation was an important challenge, as wine consumer behavior in Brazil was not addressed entirely before. It is very difficult today for French wine exporters wishing to understand better the Brazilian wine consumer to find any study or analysis. This dissertation was thus conducted in the hope of offering them an interesting tool for constructing more efficient marketing strategies. In order to do so, literature was reviewed addressing Brazilian wine market (product specificities, production, consumer data etc). It also covered decision factors that influence consumers in their buying decisions, which is a very complex matter when it comes to wine products. Finally, literature about wine-marketing strategies was reviewed, in order to evaluate their respective potential impact as well as their relevance to the Brazilian Market. The second step of the study was the submission of questionnaires to Brazilian consumers and analyzed in order to determine their preferences and understand their perception of the French wines. The objective was to identify potential target groups for French wine producers. |
publishDate |
2015 |
dc.date.accessioned.fl_str_mv |
2015-05-13T18:34:58Z |
dc.date.available.fl_str_mv |
2015-05-13T18:34:58Z |
dc.date.issued.fl_str_mv |
2015-03-11 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
MOREL DE BONCOURT, Antoine Marie Jean Gérard. French wine and the Brazilian consumer. Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2015. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/13702 |
identifier_str_mv |
MOREL DE BONCOURT, Antoine Marie Jean Gérard. French wine and the Brazilian consumer. Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2015. |
url |
http://hdl.handle.net/10438/13702 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
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