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Estudo exploratório sobre a perceção e conceptualização do vinho do Porto por consumidores portugueses
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| 3.17 MB | Adobe PDF |
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Abstract(s)
O vinho do Porto é um dos raros produtos que conseguiu manter-se competitivo nos mercados globais por mais de três séculos, sendo considerado um dos três grandes vinhos do mundo, ao lado de Bordéus e Champanhe. Esta longevidade e prestígio resultam de uma história de sucesso no comércio internacional, suportada por uma estrutura empresarial robusta e consolidada. Nos últimos anos, apesar da tendência global de diminuição do consumo de vinhos, o vinho do Porto tem sido parcialmente compensado pelo mercado nacional e pelo aumento do valor agregado, impulsionado em grande parte pelo crescimento do turismo no nosso país. No entanto, o setor enfrenta desafios significativos, como a necessidade de reverter a tendência negativa nas vendas e aumentar a valorização do produto, enquanto reforça a inovação e competitividade, mantendo sua identidade e sustentabilidade. A globalização traz consigo a rápida disseminação de eventos indesejáveis, como evidenciado pela pandemia de Covid-19. A crescente oferta de vinhos de diversas origens a preços competitivos dificulta a diferenciação qualitativa dos produtos da Região Demarcada do Douro (RDD). Portanto, é necessário reavaliar e redefinir o posicionamento do vinho do Porto no mercado. Este trabalho visou avaliar as perceções e conceptualização do consumidor português em relação ao vinho do Porto, com vista à inovação, rejuvenescimento da imagem do vinho do Porto. A pesquisa também se propôs avaliar o impacto e a força da marca "Porto" como líder de mercado dos vinhos fortificados, e a perceção do consumidor sobre os rigorosos processos de controlo e fiscalização associados à Denominação de Origem Protegida (DOP). Para o efeito, aplicou-se um questionário online a uma amostra de conveniência. Os principais resultados revelaram uma perceção positiva quanto à qualidade do vinho do Porto, mas também evidenciaram o desconhecimento de muitos consumidores sobre as suas categorias, processos de certificação e potencial de consumo fora de contextos tradicionais. As conclusões apontam para a necessidade de reforçar estratégias de comunicação e inovação, especialmente junto de públicos mais jovens, promovendo novas formas de consumo e valorizando os elementos culturais e distintivos do produto.
Port wine is one of the few products that has remained competitive in global markets for over three centuries, being regarded as one of the world’s three great wines, alongside Bordeaux and Champagne. This longevity and prestige are the result of a successful history of international trade, supported by a robust and consolidated business structure. In recent years, despite the global trend towards declining wine consumption, the domestic market and the increase in added value – largely driven by the growth of tourism in Portugal – have helped to offset this decline. Nevertheless, the sector faces considerable challenges, including the need to reverse the downward trend in sales and enhance the product’s value, while promoting innovation and competitiveness without compromising its identity and sustainability. Globalisation has also facilitated the rapid spread of undesirable events, as demonstrated by the Covid-19 pandemic. Furthermore, the growing supply of wines from diverse origins at competitive prices makes it increasingly difficult to qualitatively differentiate the products of the Douro Demarcated Region (RDD). A reassessment and redefinition of Port wine’s market positioning is therefore essential. This study aimed to assess Portuguese consumers’ perceptions and conceptualisations of Port wine, with a view to fostering innovation and rejuvenating the image of the product. It also sought to examine the impact and strength of the “Porto” brand as a market leader in fortified wines, and consumers’ awareness of the strict control and certification processes associated with the Protected Designation of Origin (PDO). To this end, an online questionnaire was administered to a convenience sample. The main findings revealed a generally positive perception of the quality of Port wine, but also highlighted a widespread lack of consumer knowledge regarding its categories, certification processes, and potential for consumption beyond traditional contexts. The conclusions underline the need to reinforce communication and innovation strategies, particularly among younger audiences, by promoting new consumption formats and enhancing the product’s cultural and distinctive attributes.
Port wine is one of the few products that has remained competitive in global markets for over three centuries, being regarded as one of the world’s three great wines, alongside Bordeaux and Champagne. This longevity and prestige are the result of a successful history of international trade, supported by a robust and consolidated business structure. In recent years, despite the global trend towards declining wine consumption, the domestic market and the increase in added value – largely driven by the growth of tourism in Portugal – have helped to offset this decline. Nevertheless, the sector faces considerable challenges, including the need to reverse the downward trend in sales and enhance the product’s value, while promoting innovation and competitiveness without compromising its identity and sustainability. Globalisation has also facilitated the rapid spread of undesirable events, as demonstrated by the Covid-19 pandemic. Furthermore, the growing supply of wines from diverse origins at competitive prices makes it increasingly difficult to qualitatively differentiate the products of the Douro Demarcated Region (RDD). A reassessment and redefinition of Port wine’s market positioning is therefore essential. This study aimed to assess Portuguese consumers’ perceptions and conceptualisations of Port wine, with a view to fostering innovation and rejuvenating the image of the product. It also sought to examine the impact and strength of the “Porto” brand as a market leader in fortified wines, and consumers’ awareness of the strict control and certification processes associated with the Protected Designation of Origin (PDO). To this end, an online questionnaire was administered to a convenience sample. The main findings revealed a generally positive perception of the quality of Port wine, but also highlighted a widespread lack of consumer knowledge regarding its categories, certification processes, and potential for consumption beyond traditional contexts. The conclusions underline the need to reinforce communication and innovation strategies, particularly among younger audiences, by promoting new consumption formats and enhancing the product’s cultural and distinctive attributes.
Description
Tese de Mestrado em Ciências do Consumo Alimentar, apresentada à Universidade Aberta
Keywords
Consumidor Inovação Perceção Vinho do Porto Consumer Innovation Perception Port wine