AS INDICAÇÕES GEOGRÁFICAS COMO ESTRATÉGIA MERCADOLÓGICA NO MERCADO DE VINHOS DO DISTRITO FEDERAL Report as inadecuate




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The objective of this paper was to analyze, in terms of marketing strategy, the geographical indications (GIs) as a competitivedifferential in the wine market. The paper is based on research that targeted the wine consumers from the Distrito Federal (FederalDistrict) with a high degree of involvement with the product. This research had an exploratory-descriptive nature and used self-administratedstructured questionnaires. Marketing strategies, mainly market segmentation and positioning and consumers’ behavior,were its conceptual basis. The target group’s perceptions about several marketing factors which influence wine consumption,especially the geographical indications, were analyzed. According to the consumers, the GIs are a differentiating factor in this marketand a relevant characteristic of the wines. Most of these consumers were willing to pay more for wines that have a GI. Finally,considering the niche market analyzed in this study, it was concluded that the GIs are a differentiating factor. Therefore, theproducers, wineries and their respective regions that construct a market positioning based on geographical indications and onconsumers with a high degree of involvement with the wine product as their target market can obtain positive commercial results.

Keywords: geographical indications ; marketing strategies ; wine market ; market segmentation and positioning

Variant title: Geographical indications as a marketing strategy in the wine market of the Distrito Federal

Subject(s): Agribusiness

Agricultural Finance

Issue Date: May 05 2008

Publication Type: Journal Article

PURL Identifier: http://purl.umn.edu/60703 Published in: Organizações Rurais e Agroindustriais/Rural and Agro-Industrial Organizations, Volume 10, Number 2 Page range: 189-202

Total Pages: 14

Record appears in: Universidade Federal de Lavras - UFLA > Organizações Rurais e Agroindustriais/Rural and Agro-Industrial Organizations





Author: Glass, Rogerio Fabricio ; Castro, Antonio Maria Gomes de

Source: http://ageconsearch.umn.edu/record/60703?ln=en



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