The knowledge of Italian wines on export markets

Luigino Barisan · Vasco Ladislao Boatto · Luca Rossetto · Luigi Salmaso

8 citations0/0 files storedBritish Food Journal

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Wine Industry and Tourism Culinary Culture and Tourism Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose – The European Union (EU) has strongly rearranged the management of EU wine policy by introducing actions for promoting wine in third countries. The purpose of this paper is to evaluate factors affecting the knowledge of Italian wines in foreign consumers, i.e., to what extend wine promotion actions can improve the consumer’s awareness or the reputation of Italian wines. As a consequence, these activities may increase the wine consumption as well as wine exports in emerging markets. Design/methodology/approach – Data have been collected through survey questionnaires where information about wine tasting, sensory satisfaction and preferences about Italian wines have been collected. The sample survey collects preferences of wine market operators in both EU and third countries. The survey, carried out from 2009 to 2011, includes 3,579 interviews classified according to four promotion actions: press conference, wine tasting, tasting course, knowledge of Italian wines. Data have been analyzed through a nonparametric combination (NPC) of dependent permutation tests to evaluate differences between and within country groups and to assess the consumer perception about Italian wines through the Keller’s model. Findings – So far, Italian wine promotion activities, supported by EU wine policy, are fragmented among in many small and sometimes low effective actions. Research results may be helpful in designing more effective promotional strategies on third countries. In particular, promotional activities which should be focussed on consumer’s appreciation of Italian wines as a brand instead of promoting specific wines or wineries. Research limitations/implications – The NPC method is a nonparametric tool which does not measure the structure of consumer’s preferences, i.e, it does give any measure of relationships among consumer’s utility and factors affecting it as it happens when a modeling approach is applied. Practical implications – Targeted promotion and information actions strongly focussed internal and external wine attributes can increase the level of knowledge in foreign consumers. It can make more efficient the marketing activity oriented to the export market. Originality/value – The NPC method offers an innovative, flexible and well-tested approach for the analysis of multivariate hypothesis when we are dealing with complex problems in wine market.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 8 citations exist upstream.

References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 2002Country as brand, product, and beyond: A place marketing and brand management perspective 1982Country-of-Origin Effects on Product Evaluations 1999A review and meta-analysis of country-of-origin research 1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects 1994Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations 2007Country image and consumer-based brand equity: relationships and implications for international marketing

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.