B. Schnettler and A. Rivera. Characteristics of the decision process of wine purchase in the 9 th Region of Araucanía, Chile. In order to obtain the characteristics of the wine buying decision process in Temuco, primary information was generated from a sample representative of sex composition and age groups of the 9 th Region. The findings show that the decision process of wine purchase follows the characteristics of convenience goods. Using multivariate conjoint analysis it is possible to

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... mine that price is the main factor in the purchase decision of a specific wine and a positive relationship between price and quality. In this market, occasional wine consumers predominate mainly in special events. Among the consumers a strong brand loyalty was not evidenced.