Diego Begalli

Generation Y's perception of wine and consumption situations in a traditional wine‐producing region

Purpose – This paper aims to offer an in‐depth analysis of Generation Ys choices concerning the consumption of wine and other alcoholic drinks by examining the consumption situations in a traditional wine‐producing country.Design/methodology/approach – The study applied the multinomial logit model involving a sample of Generation Y alcohol consumers in a city in Northern Italy. Choice sets were constructed using the Bayesian efficient design, and each choice set included four consumption situations: at bars or pubs, at discos, at home and at restaurants or pizzerias.Findings – Generation Y is aware of the different functions of alcoholic beverages in different consumption situations. Further, the type of company they keep influences their choice of beverage. Wine is the preferred drink in situations or occasions of conviviality or hospitality. However, this result only partly follows the traditional model of wine consumption. Segmentation elements are highlighted by considering gender and age.Practical i...

Wine and web marketing strategies. The case study of Italian speciality wineries

Purpose – This paper aims to investigate the level of internet marketing in use and the web marketing strategies models implemented by the Italian Speciality Wineries (ISWs).Design/methodology/approach – The paper surveyed a sample of 272 high quality wineries. The analysis of the existing web sites has been conducted through an adapted 7Cs model. The 7Cs model data analysis has been developed both at a univariate and a multivariate level. The entrepreneurs perception of internet marketing has been analysed through a market research questionnaire.Findings – The use of internet marketing by the ISWs is at an initial stage. “Show‐case” is the main purpose while functionality is the most important web site characteristic. Five groups of wineries have been identified through cluster analysis. The web marketing approaches implemented revolve around the choice to effect online sales. The web marketing strategies map highlights that the future development of the ISWs web marketing models goes in two different d...

An Occasion-Based Segmentation Approach to the Wine Market in Denmark

Abstract This paper presents the results of a survey on wine consumption in the town of Odense in Denmark that is representative of wine consumption trends in northern Europe. The analysis was carried out using an occasion-based approach applied to six different consumption occasions during meals and outside mealtimes. The survey was carried on a representative sample of 207 families. The paper highlights the most relevant segmentation factors for each consumption occasion and defines multi-occasion consumption profiles from which three marketing strategies levels can be derived.

Social media strategies and corporate brand visibility in the wine industry

Purpose – The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian wineries. It aims to propose a new methodology to evaluate the impact of web marketing strategies on online brand visibility and image. Design/methodology/approach – The paper is based on literature review and case study approach. The study uses six leading Italian wineries as case studies, selected by taking into account six strategic profiles: business size, business management, corporate brand reputation, competitive strategy, marketing orientation and marketing budget. Findings – The proposed structured methodology highlights new key elements that could be implemented in a marketing plan. The research results propose a conceptual three-dimension approach that integrates a businesss strategic orientation with its digital-marketing strategy and its social media tactics. It also includes specific evaluation criteria to measure the ...

Chinese import demand for wine: evidence from econometric estimations

By estimating the demand for imported wine in China, this study investigates Chinese consumer choices in terms of wines and countries of origin, as well as the competition among suppliers. The Restricted Source Differentiated Almost Ideal Demand System (RSDAIDS) model is applied. Three goods (still bottled, bulk and sparkling wines) imported from the main exporting countries (France, Italy, Australia and Chile) and from the rest of the world are analysed. The model also includes socio-economic variables and seasonality. The results show that price sensitivities are different: inelasticity for sparkling wines, elasticity for bulk wines and different degrees of responsiveness for still bottled wines. France plays the role of market leader, and competitive interdependence emerges among its followers. The estimation of import expenditure is characterised by the widening of the wine portfolio. The minor followers generate high competitive dynamism. Relationships of substitutability or complementarity between wines and sources emerge. Finally, research perspectives of wine marketing are suggested.

Determinants of consumer behaviour in novice markets: the case of wine

Purpose – This study aims to understand the behaviour of novice consumers and provide businesses with guidelines regarding how to approach the different typologies of novice consumers from new inexperienced markets and from new generations. Design/methodology/approach – The reasoned action approach is applied to wine consumer, and two parallel surveys using a questionnaire have been conducted with a sample of the Missouri population – representing new consumers – and a sample of the young Italian population – representing young consumers located in traditional consuming countries. Two research hypotheses are tested. Findings – The hypothesis testing reveals two effects. The age effect creates similarities in the decision-making process structure, and attitude and subjective norm have the same weight in influencing behavioural intention. The novice effect creates differences in the structure; however, similarities exist at a more basic level than that of attitude and subjective norm, in salient beliefs and...

Public choice theory as a tool for CMO wine reform analysis

The purpose of this paper is a partial reconstruction of the role of agricultural lobbyist and national alliances, determining the effort of re-opening the Common Market Organisation (CMO) of wine Reg. 479/2008. The case considered is the liberalisation of replanting rights chosen as a tool of public choice (PC) analysis. The paper is divided into three parts. The first is a brief summary of PC literature and methodological applications. The second is a study of the structure, behaviour and the relationship of the main actors involved in the policy genesis of the CMO. Third analyses the effects that lobbyist actions have generated in the case of vineyard liberalisation. The methodological approach is the PC model derived from Pokrivcak et al. (2006). This is partially used in this discussion, to explain the general idea and concept of bargaining and trade-offs in wine policy by the major actors in a simplified scenario.

Measuring the effect of climate change on agriculture: A literature review of analytical models

This article provides a short overview of the principal models that can be used to estimate the effects of climate change on agriculture. The models are classified in relation to the following criteria: the specific impacts they aim to assess, their ability to measure production and/or economic losses, and the adoption of social indicators of the effects and responses. The weaknesses and strengths of the models are also identified and discussed. The most relevant factors for the choice of the most appropriate model are analysed. Through a comparative analysis of the literature, an easily adoptable scheme for selecting the most appropriate method to estimate the effects of climate change according to the characteristics of the case study is identified. The adopted classification scheme demonstrates that one model is capable of simultaneously considering many aspects related to climate change and classifying these in different class.

The Ricardian analysis twenty years after the original model: Evolution, unresolved issues and empirical problems

This paper analyses the wide body of literature that concerns applications of the Ricardian approach to assess the economic effects of climate change on agriculture. Beginning with the original model proposed by Mendelsohn, Nordhaus and Shaw in 1994, the article discusses researchers’ main criticisms of the model and the innovations suggested to overcome its limitations. Finally, the study summarises the unresolved issues and empirical problems that need to be examined in future research. New issues to be explored include the capture of future technologies, implementation of price changes, choice of the best variables to represent climate, simulation of seasonal effects and identification of the best technique to hypothesise the relationship between profits and climate. The paper also discusses operative problems, such as the availability of the most suitable data, the adoption of spatialisation techniques and the enlargement of the time horizon to be covered. Key words: Climate change, economic effects, agriculture, Ricardian analysis.

Behind intention and behaviour: factors influencing wine consumption in a novice market

Purpose – The purpose of this paper is to advance the understanding of the decision-making process of consumers from novice markets facing the choice of a complex product like wine, explaining the determinants of their consumption intention and behaviour. It also aims to understand the link between product attributes and consumption intention and behaviour, analysing the role played by intrinsic and extrinsic cues. Design/methodology/approach – This study applies the theory of planned behaviour considering that individuals do not always have complete control of wine consumption behaviour, especially when they come from a novice market. A questionnaire survey, preceded by an exploratory phase, was conducted in St Louis, Missouri, a novice market for wine. Findings – This study identifies a novice consumer whose choice of a complex product is driven by experiential attitude towards the product more than the conditioning of referents, and even more than the perceived behavioural control and the interconnecte...