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“Wine, sweet wine”: significados e determinantes da compra por impulso de vinho do Porto
“Wine, sweet wine:” meanings and determinants of impulsive purchasing of port wine
“Wine, sweet wine”: significados y determinantes de la compra por impulso de vino de oporto
DOI:
https://doi.org/10.15446/innovar.v32n83.99415Palabras clave:
consumo por estatuto, identidade nacional, influência interpessoal, compra por impulso, emoções (pt)Consumption by statute, national identity, interpersonal influence, impulsive purchasing, emotions (en)
consumo por estatuto, identidad nacional, influencia interpersonal, compra impulsiva, emociones (es)
Este estudo tem como objetivo identificar os significados atribuídos pelos portugueses ao vinho do Porto; além disso, investigar, através de um estudo experimental, como a unicidade e o desconto influenciam a tendência para comprar por impulso o vinho do Porto, e perceber como as variáveis em estudo influenciam cada um dos contextos experimentais. Participaram no estudo 538 portugueses (382 mulheres e 156 homens, idade média = 33,35 anos). Os resultados indicaram que, quando os portugueses pensam no vinho do Porto, eles pensam no processo, no armazenamento e nos locais associados à produção do vinho; pensam nas suas características, nas ocasiões sociais especiais onde é usualmente consumido e no seu valor cultural. Com o estudo experimental, verificou-se que, aquando da exposição a um produto único, os portugueses tendem a comprar mais por impulso, independentemente do preço. Enquanto, no caso de um vinho mais popular, o desconto é um fator determinante na tendência para comprar por impulso. Adicionalmente, os resultados também mostraram que o desconto, as emoções positivas, a unicidade do vinho e a impulsividade do consumidor também foram fatores que influenciaram a tendência para comprar vinho do Porto por impulso.
This study tries to determine the meaning attributed to Port wine by Portuguese people. In addition, this work seeks to examine, through an experimental study, how uniqueness and the establishment of discounts could influence the impulsive purchasing trend towards Port wine, and to understand how different variables interact in various experimental contexts. A total of 538 Portuguese individuals (382 women and 156 men, mean age 33.35 years,participated in the study. The results indicate that when Portuguese people think about Port Wine they recall the process, storage and locations associated with wine production, as well as the characteristics of this wine, the special social occasions where the product is usually consumed, and its cultural value. Through the experimental study it was verified that when exposed to a unique product, Portuguese tend to buy more on impulse, regardless of price, while in the case of a more popular wine the discount is a determining factor for an impulsive buying trend. Additionally, results also show that discount, positive emotions, product uniqueness, and consumer impulsiveness were also factors that influenced the trend to buy Port wine on impulse.
El estudio tiene como propósito identificar los significados atribuidos por los portugueses al vino de Oporto; asimismo, investigar, a partir de un estudio experimental, como la singularidad y el descuento influyen en la tendencia a comprar por impulso, y entender cómo influyen las variables en estudio en cada uno de los contextos experimentales. Un total de 538 portugueses (382 mujeres y 156 hombres, edad mediana de 33,35 años) participaron en el estudio. Los resultados indicaron que, cuando los portugueses piensan en el vino de Oporto, piensan en el proceso, el almacenamiento y las ubicaciones asociadas con la producción de vino, así como sus características, las ocasiones sociales especiales en que se consume habitualmente y su valor cultural. Con el estudio experimental, se verificó que, cuando estaban expuestos a un solo producto, los portugueses tienden a comprar más por impulso, independientemente del precio. Mientras que, en el caso de un vino más popular, el descuento es un factor determinante en la tendencia a comprar por impulso. Además, los resultados también mostraron que el descuento, las emociones positivas, la singularidad del vino y la impulsividad del consumidor también fueron factores que influyeron en la tendencia a comprar vino de Oporto por impulso.
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