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A study of Irish consumer behavior in relation to organic wine: An investigation into the market growth potential for Chilean producers

Mendoza, María Natalie (2020) A study of Irish consumer behavior in relation to organic wine: An investigation into the market growth potential for Chilean producers. Masters thesis, Dublin, National College of Ireland.

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The study purpose is to examine individual's motivations, perceptions, attitudes, and beliefs, and also decision making process in consumer behavior, in order to relate them with planned behavior theory, which seeks to predict consumption behavior by knowing attitudes, subjective norms, and perception of behavior control that create intention and therefore can influence the final behavior. Applying planned behavior theory into the organic wine consumption behavior in Ireland. The aim is to understand what the literature and theory indicates.

Methodology study is qualitative, with an exploratory and descriptive nature, an interpretivist philosophy and a deductive approach. As a method the case study strategy is applied and the data collection is carried out through interviews with wine consumers in Ireland and Chilean specialist’s interviews in the wine industry, the literature study together to interviews seeks to deepen the understanding consumer behavior and purchasing decision procedures, focus on organic wine. And wine specialist’s interviews seek to understand how the wine industry works.

The case study strategy have been explored the wine consumers processes in Ireland through interviews and it has been distinguished that planned behavior theory can predict behavior. However favorable intentions alone do not determine behavior, given that if the difficulty perception degree or others are able to control the decision, the behavior is determined by the control behavior perception. Therefore, the motivations, perceptions, and favorable attitudes will not determine organic wine purchase. On the other hand, organic wine is also an easy product to substitute; it is easier to get products that do not need an extra effort to find them.

This study has detected a favorable product image by wine consumers in Ireland, but the difficulty degree finding it has been detected. Hence as recommendation, it is suggested studies about organic wine marketing plan and education plan in Ireland.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Licensed Trade
Divisions: School of Business > Master of Science in International Business
Depositing User: Dan English
Date Deposited: 10 Feb 2021 19:29
Last Modified: 10 Feb 2021 19:29

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