Browsing by Author "Schmidt, Elisabeth"
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- Profiling the german Gazela vinho verde consumer: a market segmentation based on product qualityPublication . Schmidt, Elisabeth; Ramos, PauloThe core objective of this study was to find out what preferences and wine consumer patterns characterize specific segments in the German market for Vinho Verde. For this purpose an exploratory research using a self-administered questionnaire was applied. The basis for a cluster analysis was a measurement scale about the perceived product quality of Gazela. Four segments were derived from the cluster analysis: (1) refusing, (2) enthusiastic, (3) indifferent and (4) enjoying Vinho Verde drinker. The second and the fourth segments were found to be the main target groups for Gazela. The findings about the associations between Portugal as the country of origin of Gazela and Portuguese wine were rather negative. The managerial implications suggest developing an advertising campaign in order to successfully promote Gazela in Germany. Two alternatives are suggested: keeping the country of origin on the label or removing it. The first suggestion requires extensive measures and actions to improve the image of wine, which is “made in Portugal”. The results of this study show the need of increasing the awareness of Vinho Verde among German consumers and indicate the need of improvement of the perceptions about Portugal and Portuguese wine and examine possibilities for enhancing the acceptance of Portuguese wine, especially Vinho Verde in Germany.