"The results of the Portuguese study show differences between the general online consumer and the wine one. The prevalence of males (87.8%), of younger age cohorts (79.7% between 30-49 years), more educated people (78.4% have a higher education degree) and wealthier (82.4% have an average monthly income between 1,000 and 5,000 Euros) are some of the characteristics that discriminate the Portuguese online wine consumers from the common consumer. Moreover, this specific consumer tends to access the online wine shop mostly from home (64.9%)."
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J. Freitas Santos
J. Cadima Ribeiro
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