Mercado de vinho no Brasil: segmento de mercado

Abstract

In the following work will be approached the topic Wine Market Segmentation in Brazil, through the analysis of the image that the Brazilian consumer has of the wine. The main aspect of marketing to be addressed will be the study of segmentation. In the first chapter of the theoretical reference we will talk about the concept, portraying the history of the grape, the creation of wine in Brazil and the current situation of this segment in the country. In a second moment the characteristics of the manufacturing process, classification, storage, distribution and professionals that work in this area are presented. Still developing the theory about this subject, will be raised questions about how the image that the Brazilian consumer has of the wine, can indicate efficient marketing strategies, for expansion of this segment in the country. And finally, the case study carried out where we perform a quantitative analysis.