Efeitos de país de origem na escolha do consumidor brasileiro de vinho
Keywords:
choice, country of origin, wine, involvement, choice-based conjoint analysisAbstract
Wine is characterized by the complexity of factors involved in its choice process, with the country of origin being one of the attributes that present particularities in consumer preferences. This work aims to identify how the product's country of origin influences the consumer's choice of wine. The country-of-origin effect was analyzed from three perspectives: differences between typified and non-typified products, regional differences depending on the consumer's proximity to the production center, and differences arising from the consumer's involvement with the product. Two studies were carried out using choice-based conjoint analysis with 120 respondents. The results reveal that wine is a product in which the country of origin is relevant to the choice process, but this preference is not passed on to a similar product for joint use, such as the corkscrew. Brazilian wines were more useful for consumers close to the production center but less useful for consumers further away from the producer. Consumers more involved with wine showed greater utility associated with the country of origin when compared to consumers with less involvement. This work offers a contribution to the identification of different country of origin effects depending on the similarity of products and types of consumers.
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