LAS PREFERENCIAS DEL CONSUMIDOR USANDO EL MÉTODO DE MÁXIMAS DIFERENCIAS
This study aims to identify the most important attributes employed by consumers in Lima in the process of choosing wine. Furthermore, it seeks to identify differences between segments in these preferences. The methodology consists of a survey of wine consumers using the maximum difference method. Th...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo
2016-03-01
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| Series: | RAE: Revista de Administração de Empresas |
| Subjects: | |
| Online Access: | http://rae.fgv.br/sites/rae.fgv.br/files/las_preferencias_del_consumidor_usando_el_metodo_de_maximas_diferencias_0.pdf |
| _version_ | 1797760857663340544 |
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| author | Pablo Farías Bruno Fistrovic |
| author_facet | Pablo Farías Bruno Fistrovic |
| author_sort | Pablo Farías |
| collection | DOAJ |
| description | This study aims to identify the most important attributes employed by consumers in Lima in the process of choosing wine. Furthermore, it seeks to identify differences between segments in these preferences. The methodology consists of a survey of wine consumers using the maximum difference method. The study is unique in Latin America, where there is a major gap in the wine market and where the maximum difference method is unexplored by managers and researchers. The results show that the most important attributes are related to the consumer’s prior experience with the wine, pairings, and recommendations. This article presents the implications for managers and marketing strategies in the context of Lima by age, socioeconomic, and gender group. |
| first_indexed | 2024-03-12T19:04:36Z |
| format | Article |
| id | doaj.art-c3d12d157ee4460eaa75948f24c3f4ea |
| institution | Directory Open Access Journal |
| issn | 0034-7590 2178-938X |
| language | English |
| last_indexed | 2024-03-12T19:04:36Z |
| publishDate | 2016-03-01 |
| publisher | Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo |
| record_format | Article |
| series | RAE: Revista de Administração de Empresas |
| spelling | doaj.art-c3d12d157ee4460eaa75948f24c3f4ea2023-08-02T06:23:54ZengFundação Getulio Vargas, Escola de Administração de Empresas de São PauloRAE: Revista de Administração de Empresas0034-75902178-938X2016-03-01562138151LAS PREFERENCIAS DEL CONSUMIDOR USANDO EL MÉTODO DE MÁXIMAS DIFERENCIASPablo Farías0Bruno Fistrovic1Profesor de la Universidad de Chile, Facultad de Economía y Negocios – Santiago, ChileMagíster en Marketing por la Universidad de Chile, Facultad de Economía y Negocios – Santiago, ChileThis study aims to identify the most important attributes employed by consumers in Lima in the process of choosing wine. Furthermore, it seeks to identify differences between segments in these preferences. The methodology consists of a survey of wine consumers using the maximum difference method. The study is unique in Latin America, where there is a major gap in the wine market and where the maximum difference method is unexplored by managers and researchers. The results show that the most important attributes are related to the consumer’s prior experience with the wine, pairings, and recommendations. This article presents the implications for managers and marketing strategies in the context of Lima by age, socioeconomic, and gender group.http://rae.fgv.br/sites/rae.fgv.br/files/las_preferencias_del_consumidor_usando_el_metodo_de_maximas_diferencias_0.pdfWine consumermaximum difference methodpreferencesimportance of attributesdevelopment of new products |
| spellingShingle | Pablo Farías Bruno Fistrovic LAS PREFERENCIAS DEL CONSUMIDOR USANDO EL MÉTODO DE MÁXIMAS DIFERENCIAS RAE: Revista de Administração de Empresas Wine consumer maximum difference method preferences importance of attributes development of new products |
| title | LAS PREFERENCIAS DEL CONSUMIDOR USANDO EL MÉTODO DE MÁXIMAS DIFERENCIAS |
| title_full | LAS PREFERENCIAS DEL CONSUMIDOR USANDO EL MÉTODO DE MÁXIMAS DIFERENCIAS |
| title_fullStr | LAS PREFERENCIAS DEL CONSUMIDOR USANDO EL MÉTODO DE MÁXIMAS DIFERENCIAS |
| title_full_unstemmed | LAS PREFERENCIAS DEL CONSUMIDOR USANDO EL MÉTODO DE MÁXIMAS DIFERENCIAS |
| title_short | LAS PREFERENCIAS DEL CONSUMIDOR USANDO EL MÉTODO DE MÁXIMAS DIFERENCIAS |
| title_sort | las preferencias del consumidor usando el metodo de maximas diferencias |
| topic | Wine consumer maximum difference method preferences importance of attributes development of new products |
| url | http://rae.fgv.br/sites/rae.fgv.br/files/las_preferencias_del_consumidor_usando_el_metodo_de_maximas_diferencias_0.pdf |
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