Francesco Diotallevi

Visualization and purchase: An analysis of the Italian olive oil grocery shelves through an in-situ visual marketing approach

Purpose – The purpose of this study is to present an attempt to evaluate Italian olive oil brand competition thought the analysis of consumers’ visual perspective. Design/methodology/approach – Through the implementation of a new information technology system called “Visual Marketing REL”, which furnishes eye-tracking measures, the authors were able to produce important information relative to the layout organization of to the Italian olive oil shelf, a strategic product of the agro-food chain. The research uses the “in situ” testing of the software developed. Findings – The research, following up the thesis of sensorial marketing affecting choices, intends to identify an IT tool to facilitate the design of the shelf by increasing the efficiency of the retail mix. Results highlight that specific positioning could impact the differentiation effect and orientate consumers’ choices, thus increasing the efficiency of the retail mix. Research limitations/implications – To generalize the results would require m...

The Success Factors of Food Events: The Case Study of Umbrian Extra Virgin Olive Oil

Abstract Gastronomic events are an important part of the “Made in Italy” and a vital tool for rural development. The aim of the study is to identify the complexity of the factors that determine the success of a food event. The authors, after state-of-the-art analysis of the event marketing, formulate the hypothesis of a causal model and form a data collection during the “open oil mills” in the Umbria region. Through in-depth interviews the participants were asked to express themselves about the importance and interest attributed to some aspects directly related to the theme of the event, and finally to indicate the degree of satisfaction and the likelihood of some of their future behavior. Statistical analysis based on structural equation models allowed the authors to highlight which aspects are significant in order to confirm the assumptions made. Results provide guidance for management decisions and organization of food and wine.

Strategie di prezzo e profittabilità nel mercato degli oli extra-vergine di oliva:un modello di analisi attraverso gli scanner data.

The paper proposes a quantitative analysis of extra-virgin olive oils market designed to study the intra-sectoral competition and to analyze the profitability of pricing strategies for different types of companies: small produces, large manufactures, private label. The analysis focuses on trade within the modern grocery sector, which represents the first distribution channel of extra virgin olive oils at the national level. The study refers to the theory of industrial organization and, through the demand estimation, comes to the measurement of price-cost margins. The most important results relate to the concerns of the smaller producers respect to private label, big and international companies in the event of a further fall of extra virgin olive oils prices.

A Quantitative Analysis of Olive Oil Market in the North-West Italy

The problem of the competitiveness of the agricultural products has always animated the analyses of the agricultural economists. At the present, them competitive context is influenced from two phenomena of bottom: the progressive increase of the markets segmentation process, fed from the productive differentiation of the enterprises, and the crescent communicative weight of the products in the shelves of the GDO, exalted from the policies of merchandising feeding. Such phenomena feed complex competitive interdependences between the various trade categories and between the various brands inside of the category. The extravirgin olive oil, in virtue of the maturity level of its market, shows several peculiarities: it is introduced as a system burdened from secular problems of structural type that need of able participations to give back to force and competitiveness, in this moment that the consumption, is assumed, could increase. In so far as, a provisional support on which is the levers in order to render own market the best regarding the competitors, finds a remarkable interest, especially with the parallel use of a recent source of information (scanner date).

Determinant Factors in Reputation of Wines: Analysis of Wine-Production in Central Italy

Wine sector is just one of the most important drink sector in the modern market. In this global context, Europe and, in particular, Italy, play a critical role about demand and Supply. Traditional wine market is full, so it’s necessary to find new lever to have consumers fidelity over time, first between all, the quality information. The present work aim to estimate , through a regression analysis, several variables extremely important to determine the quality wine reputation in Italian consumers. The results have demonstrate the importance of some critics variable as wine characteristics and social-cultural aspects and, principally, the importance to take part on a DOC and DOCG. These results have a lot of important consequences in a strategic market chooses for companies.

An empirical analysis of beliefs about climate change challenges

In the last decades, one of the main efforts of the Common Agricultural Policy was to promote a better use of natural resources in agricultural and food production. The adoption of environment-friendly technology depends in turn on farmers beliefs in the different solutions offered by the knowledge-based systems. In this context, farmers beliefs are recognized to be the critical drivers of the possibilities of adopting new technologies in the field of climate change mitigation. This study considers the beliefs as drivers of the farmers evaluation of the possibility to contribute to climate change mitigation and frame them in wider conceptual framework of institutional change. The objective of the study is to address the question on whether or not the farmer beliefs about technology influence the potential farming activities contributions to mitigation. The results of the empirical analysis confirms the role of the beliefs and of their institutional dimensions.

Guardare per comprare: il visual marketing per la progettazione e valutazione del display distributivo. Il caso studio dello scaffale oli nella Gdo

This work, starting from theoretical bases of sensorial marketing, represents a first attempt to show the competitive advantage inside Modern Distributions shelf, determined by brand position and visibility. Through the implementation of a new software named «Visual Marketing Rel», the research develops an analytic and empirical phase in the olive oil shelf, strategic product for agri-food Italian chain. Results, confirming hypothesis of sensorial marketing, verify as specific positions are advantageous in a competitive context. This work opens important considerations in term of strategic management of Modern Distribution.

Crescita nei consumi di IV gamma. Un’applicazione del modello AIDS alla domanda italiana di ortofrutta

Fresh-cut and ready to eat products are gaining market shares over fruits and vegetables. Dining habits and cooking time are changing over time and life styles are modifying the food preparation and the time used for eating. In the meanwhile, prices could be playing an important role in the substitution between fresh products and ready-to-eat alternatives. Therefore, the present paper tests the following hypotheses: - measuring the direct price effect on ready-to-eat and fresh cut product in order to verify market stability and price war probability; - measuring the substitution effect between fresh and ready-to-eat categories; The hypotheses have been verified throughout the estimation of a la/aids model that considers a system of 10 equations. The data used for the analysis have been collected by iri-Infoscan and represent the total Italian grocery sales for the years 2008-2010. Results provide evidence that the market is price sensitive and that substitution effect is negligible. Therefore, past, present and future evolutions of fresh-cut and ready-to-eat products should be attributed to price wars. Promotional activities, private label strategies and other price reduction strategies could be winning strategies in order to gain market shares within fruits and vegetable market.

Il mercato del tartufo fresco in Italia tra performance commerciali e vincoli allo sviluppo: il contributo delle regioni italiane

The aim of this paper is to provide some elements of synthesis useful for economic analysis of the general field of fresh truffle in Italy. In particular, this work focuses on aspects of production and trade (import/export) sector, analyzing, through specific indicators of performance, the strengths and weaknesses that the sector has to date, and, in this case, the importance in the same role that is played from the local economy of the different favorable regions compared to other Italian regions. The basic assumption is that there are significant potential to increase the local sales performance in response to increased worldwide demand.

The Value Perceptions of Wine Packaging: An Empirical Conjoint Analysis

This work tries to provide a path to describe the modern marketing research and, at the same time, it tries to examine carefully in which context, a firm can be supported by marketing strategies focused to the consumers. Between different methods examined, the Conjoint analysis has resulted the most effective. It shows an precise description of the consumer perception and behaviour. This method has been chosen to evaluate how the features of a wine packaging can influence consumer purchasing. The research has shown that the label is the most important variable, which can prevalently influence the consumer product perception.