PORTUGUESE AND INTERNATIONAL ONLINE CONSUMERS OF WINE: A NICHE MARKET?

被引：0

作者：

Santos, Jose Freitas ^{[1
]}

Ribeiro, Jose Cadima ^{[1
]}

机构：

[1] Polytech Porto, ISCAP, Oporto, Portugal

来源：

4TH ANNUAL EUROMED CONFERENCE OF THE EUROMED ACADEMY OF BUSINESS: BUSINESS RESEARCH CHALLENGES IN A TURBULENT ERA | 2011年

关键词：

Online consumer behaviour; Portuguese and international online wine consumer; niche markets; BEHAVIOR;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Online retailing is growing rapidly; according to all estimates, it will account for a significant percentage of retail sales in the future. Shopping online has become part of some consumers' daily lives. For producers of wine, an online store is an important channel through which to provide product information and offer direct sales to their customers. In a hyper-fragmented industry, such as the wine industry, finding new niche markets could be a powerful tool in gaining a competitive advantage. This paper investigates the Portuguese online consumer of wine using a survey to describe and analyse the main characteristics, buying habits, motivations, influences, and overall satisfaction of the Portuguese online consumers of wine. A comparative analysis with international online wine consumers assesses differences based on nationality.

引用

页码：1658 / 1674

页数：17

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