Understanding the Perception of Wine Consumers Using Free Word Association Technique

ABSTRACT The present study considers the perception of the wine consumer from the perspective of the method of word association and specifically examines what leads the research participants to consume wine. A total of 524 questionnaires were obtained from wine consumers All words and expressions mentioned were grouped into eight categories considering the similarity and cluster analysis. The categories were: attributes/characteristics, fraternization, food, culture, curiosity, innovation, health and feeling/pleasure. The motivations for wine consumption have changed, considering both nutritional purposes and for the pleasure of drinking. Most volunteers defined wine as a product that causes ‘well-being,’ ‘pleasure,’ ‘happiness,’ ‘tranquility,’ ‘comfort’ and ‘freedom’ categorized as ‘Feeling/Pleasure.’ The words present in the category “feeling/pleasure” are decisive in the choice of wine by the studied consumers and contribute to its acceptance and use in moments of conviviality.