Abstract

CAMPOS, Cláudia  and  LINS, Samuel. "WINE, SWEET WINE: " MEANINGS AND DETERMINANTS OF IMPULSIVE PURCHASING OF PORT WINE. Innovar [online]. 2022, vol.32, n.83, pp.35-50.  Epub Feb 16, 2022. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v32n83.99415.

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.

Keywords : Consumption by statute; national identity; interpersonal influence; impulsive purchasing; emotions.

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