masterThesis
Estudio sobre la toma de decisiones durante la compra de vino
Fecha
2021Registro en:
658.834 D542
Autor
Díaz Peñarredonda, Andrés Mauricio
Institución
Resumen
The necessity of doing this investigation is because of the accelerated behavior of the
wine market that is experiencing Colombia nowadays. The increasing demand, added to
the creation of new categories such as organic and low cost wines, have triggered a
wider wine offer and a harder decision making for consumers that is relevant to study.
The consumer’s purchasing behavior it’s been studied along this investigation through
experts interviews and a massive consumers survey that showed how consumption
moments and diferent lifestyles are actually an external variable that condition the
purchase. The study shows the colombian wine market at first, in order to explore
possible purchasing decision influencers directly inside retailers.