Abstract

During the last third of the twentieth century the world wine market became significantlycompetitive. Consumption declined in the traditional wine producing and consuming countries, whilecompetition emerged from such 'New World' nations as the United States, Australia and Chile, andprosperous consumers chose quality rather than quantity in consumption (Bisson L. F. et al., 2002).Over the last decade, the wine industry has become increasingly globalized (Velikova N. et al.,2013). Global outlook of wine market is characterized by a supply higher than demand, which results in aneven more competitive environment. Many wine producers look for new opportunities to increase theirsales and earnings and export a considerable portion of their overall wine production (Velikova N. et al.,2013).Recent wine literature focuses on developing wine producing countries and regions, neverthelessthere is a general understanding of the importance of studying emerging markets that are not wineproducing countries. These countries are often overlooked but may be equally important because they maycomprise lucrative markets for export. Few papers have been found in literature on wine consumersunderstanding in countries which are not wine producing regions, specifically two recent academicresearches focus on wine consumers in Jamaica (Rothschild J., 2006) and in the Dominican Republic(Velikova et al., 2013).This study has the aim to gain insights into one such market. Colombia today is the third biggereconomy of Latin America, after Brazil and Mexico and the sixth in all the Americas. Therefore, specificallythis paper has the objective to examine Colombian wine consumer preferences, behavior and attitudes.Additionally the current study analyzes wine market in this country. None academic paper on Colombianwine consumer understanding and on Colombian wine market analysis has been found so far.For the study, a consumer survey was conducted in Colombia, in 2014, on 1150 wine consumers.Consumer opinions were collected in thirty-two cities of several Colombian Districts. A properquestionnaire was prepared with questions having the objective of gathering information sociodemographicvariables (gender, age, work, education, city of residence, family members number, etc.),economic variables (income, job position, etc.), preferences in regards to alcoholic drinks, types of winepurchased (color, taste, country of production, price, brand, etc.) and consumption behavior (motivationfor buying wine, quantity, consumption occasions, places of purchasing, etc.). Additionally, secondary datawere used for market analysis.According to results of the survey, the sample is well balanced in terms of different age categoriesand gender. Respondents have higher education and job position than the general population in Colombia.The most preferred alcoholic beverages are bear and spirits. The most part of the sample reports©www.vdqs.net/2015 Brno – Czech Republicpreferences for white wine, followed by preferences for red wine. The vast majority of respondents reportsto consume wine at least one a month, followed by who refers to consume every week, while 13% reportsa daily wine consumption. Respondents report they buy wine at supermarket or at specialized shops. Theyadditionally report preferences for wine imported from Chile, followed by domestically produced wine.Respondents mainly consume wine at home or restaurants. They referred to choose wine because it is easyto drink with food and they referred they like this drink. Consumption occasions, for the majority ofrespondents, are special
Lingua originaleEnglish
Numero di pagine0
Stato di pubblicazionePublished - 2015

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