Positioning of Bottled Chilean Wines in Porto Alegre (Brasil)

Abstract

This article aims to determine the brand positioning of the most consumed bottled Chilean wines in Porto Alegre (Brazil). On the one hand, Brazil is a relatively new market in terms of wine consumption, and has a varied competition; on the other hand, Chile has consolidated itself as the largest supplier of bottled wines. Therefore, an exploratory study is developed through in-depth interviews with experts and consumers. Next, a quantitative analysis is carried out through a survey and a study of the data using the biplot technique, which in turn yields a perceptual map. Finally, it is determined that bottled Chilean wine is among the most consumed and one of most liked according to the tastes of the Brazilian consumers. Likewise, this wine counts on a high presence of attributes - variables that must be promoted - and it is considered that the spectrum of brands should be expanded.