Exploring the Attitudes of Bottled Wine Distributors Toward Wine Producers in the Portuguese Wine Sector

摘要

The wine sector has unique features that have not been deeply studied. This study aims to explore the attitudes of bottled wine distributors toward ivineproducers in the Portuguese wine sector. Eleven intervieivs (about 60 min each) were carried out with all major wine distributor managers. The transcribed interviews were analyzed using qualitative software. Content analysis shows that distributors develop six main attitudes toward producers: (a) Long-term Relationship, (b) Cooperation, (c) Interdependence, (d) Product Quality, (e) Trust, and (J) Brand Image. Findings may help managers of the wine sector and promote favorable relationships with the distributing customers.