Competition between and competition within: the strategic positioning of competing countries in key export markets

Abstract

Purpose: This research aims to understand how five Producing Countries (PCs) – Australia, Chile, France, South Africa and the US –are perceived by consumers in five Consuming Countries (CCs) – UK, Ireland, US, Canada, and Sweden – in relation to the following product dimensions: taste profile and distinctiveness, wine type, labelling, packaging, consumption occasion, safety, reliability and environmental friendliness. Design/methodology/approach: An international consumer panel company provided about 500 respondents per CC, who took part in an on-line survey. A pick-any approach measured the associations of product attributes to each of the five PCs. Deviations from the expected value greater than 5% characterise differences in perception by consumers in a specific CC to the PCs. Findings and Practical implications: The study shows the efficacy of the pick-any approach to simultaneously provide information on the position occupied by a PC in the minds of consumers located in different CCs and the role played by different PCs in a specific CC. These results will be particularly useful for both public and private wine bodies when designing export strategies.

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