African Journal of
Agricultural Research

  • Abbreviation: Afr. J. Agric. Res.
  • Language: English
  • ISSN: 1991-637X
  • DOI: 10.5897/AJAR
  • Start Year: 2006
  • Published Articles: 6576

Full Length Research Paper

The decision making process on the adoption of innovations in the Brazilian Serra Gaúcha hills vitiviniculture: The case of Wine Producers Association of Altos Montes, at Serra Gaúcha/Rio Grande do Sul/Brazil (APROMONTES)

OLIVEIRA Gabriel Nunes
  • OLIVEIRA Gabriel Nunes
  • Departamento de Economia, Universidade Federal de Santa Maria, Palmeira das Missões, Rio Grande do Sul, Brazil.
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ARBAGE Alessandro Porporatti
  • ARBAGE Alessandro Porporatti
  • Department of Agricultural Education and Rural Extension (DEAER), Federal University of Santa Maria-RS, Brazil.
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COSTA Nilson Luiz
  • COSTA Nilson Luiz
  • Departamento de Economia, Universidade Federal de Santa Maria, Palmeira das Missões, Rio Grande do Sul, Brazil.
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  •  Received: 04 November 2016
  •  Accepted: 09 March 2017
  •  Published: 04 May 2017

Abstract

This article discusses the decision-making process of Wine Producers Association of Altos Montes, at Serra Gaúcha/Rio Grande do Sul/Brazil (APROMONTES) winegrowers and winemakers, in their process of adopting innovations to increase their competitiveness. To do that, we used the Prospect Theory. Data collection was conducted through interviews with 12 wineries, 25 winegrowers of APROMONTES wineries, and, as witnesses, seven winegrowers, members of the Rural Labor Union (STR), from Flores da Cunha, Rio Grande do Sul/Brazil. The results point to the fact that both the wineries and winegrowers support their decisions on heuristics of judgment, and, wine producers use mainly the affect, representative, anchoring and adjustment heuristics, while the wineries used representative and affect heuristics. In this perspective, we identified winegrowers as "affective decision makers" whose decisions are based primarily on emotional aspects. On the other hand, the wine makers as "copier decision makers" whose decisions are supported primarily by observing the decisions of other wine producers: The practice of overflow.

 

Key words: Decisions, judgment heuristics, wine production sector.