Commercial, Cultural and Social Aspects of Related to the Winegrowing Sector

Abstract

Objective: The objective of this review study is to investigate the trends and preferences of wine consumers globally, evaluating social and cultural aspects, marketing strategies, sensory perceptions, in addition to studying pricing and marketing linked to winemaking.   Theoretical Framework: To understand the aspects of the desired objectives, research was carried out in several academic works addressing the aforementioned themes that, for better organization and understanding, were divided into three interrelated categories: consumer behavior, multisensory perception and wine pricing.   Method: The methodology adopted for this research comprises the literature revision from 1995 to 2024, taking into account the key words   wine princing, wine consumers, willingness to pay, wine attributes, wine quality, sensory drivers.   Results and Discussion: By evaluating publications from various geographic regions and synthesizing them, it was possible to understand the regional nuances and particularities and the weight they present in the global winemaking framework. Consumer behavior is seen as being a consequence of social and cultural aspects, influenced by sensory perceptions, price, brand and expertise, among others. The studies evaluated indicate that multisensory perception is related to sensory stimuli and the way they interact, enabling a sensorial experience for the consumer, adding up to another important parameter influencing the consumer in their choices. Regarding the issue of wine pricing, studies point to conceivable factors such as vintage, origin, bottle design, quality assessments by experts, being factors that impact wine pricing.   Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of wine sector. These implications could encompass the main sensorial attributes that drives the wine pricing.   Originality/Value: This study contributes to the literature by bringing the main aspects related to willing to pay for wines. The relevance and value of this research are evidenced by anthropological and psico social. This study brings a synthesis of several academic studies related to winemaking and its social and cultural aspects, covering consumer behavior, sensory perceptions and wine pricing, perceptions that guide the production chain and consumers from experts to beginners in order to expand the knowledge of all aspects involving winemaking.