Motivations and influencing factors in wine consumption : peruvian market

Abstract

The present study explores the main influencing factors and motivations for wine consumption in Peru. The purpose is to identify at what extent each factor causes an effect on the wine consumer behavior, understanding key aspects such as the reasons for drinking wine, the wine buying decision-making process and the context of consumption influence. Each aspect will be analyzed taking into account the different wine consumers segments. The research will be focused on Peruvian wine consumers.