Nicola Marinelli

Wine and globalisation: changes in the international market structure and the position of Italy

Purpose – This paper aims to offer an insight into the fundamental structural changes that the wine sector world‐wide is undergoing as a result of globalisation and mounting international competition.Design/methodology/approach – The most important recent trends in wine production, consumption and distribution are analysed and possible future scenarios for the wine industry outlined. The constraints and opportunities that wine operators are facing and are likely to face in the future are also examined, as is competition between Old World and New World producers. In this context, an analysis of the structure of the Italian wine industry serves to underscore the importance of the local factor and its link to quality as a competitiveness tool.Findings – Globalisation has boosted competition between Old and New World producers. However, varying structures of production suggest the appropriateness of adopting competitive strategies shaped according to the varying relationship between different producers and th...

Nutraceutical olive oil: does it make the difference?

Purpose – The purpose of this paper is to verify the market potentials of health claims by means of a study that tests the effectiveness of extra-virgin olive oil promotion based on the nutraceutical indications recently authorised by European regulations. Design/methodology/approach – The methodology utilises a discrete choice experiment on a sample of Italian consumers. Market segmentation is performed by means of applying a latent-class model. Findings – The health claim proves particularly interesting for two consumer segments: the “functional claim seekers” (24 per cent) and the “reduction of disease risk claim seekers” (13 per cent). The former segment consists of young, single males who prefer more moderately priced olive oils. The latter is instead made up of elderly individuals who prefer an explicit message on disease and are oriented towards the higher price ranges. Practical implications – The potentials in implementing a promotional strategy based on the awareness of olive oil’s nutraceutical...

Does quality really matter? Variables that drive postmodern consumer choices

Purpose – The purpose of this paper is to provide insights into the factors that affect consumer choices for both policymakers and food companies. Design/methodology/approach – Four hundred questionnaires were administered in the city of Florence (Tuscany, Italy). Data analysis was carried out according to a two-step procedure in a multivariate statistical framework: in the first stage, a multiple correspondence analysis was performed; in the second step, the single-link (nearest neighbour) cluster analysis allowed three homogeneous groups of consumers to be identified on the basis of their specific socio-demographic characteristics. Findings – Three consumer clusters were obtained: the first, “critical but non-philanthropic consumers”, who may have pathologies that require a particular diet; the second, “marginally critical consumers”, for whom freshness, the label and the assortment count for much; the third, “agnostic consumers”, who choose a product according to its origin and the price/quality relati...

Italian wines and Asia: policy scenarios and competitive dynamics

Purpose – The paper aims to analyse the current situation and the perspectives of Italian wine in key Asian export markets – China, Japan, India, Singapore and South Korea. These countries show the highest growing rates in wine consumption and are forecasted to become increasingly more strategic for Italian wine producers.Design/methodology/approach – A SWOT analysis is applied to the most recent set of secondary data available from the Italian National Institute of Statistics (ISTAT), the Italian National Institute for Foreign Trade (ICE), the International Organisation of Wine and Vine (OIV) and Euromonitor International reports.Findings – The study reveals that the most interesting markets for Italian wines are China and South Korea. The key strengths are mainly related to high quality products, evoking classic values and being perceived as a status symbol, while the main concerns for Italian wines are mainly related to promotion and distribution issues.Research limitations/implications – The SWOT anal...

Factors Affecting Food Label Complexity: Does the New EU Regulation Satisfy Consumer Issues? An Exploratory Study

ABSTRACT There is still a substantial information asymmetry between producers and consumers. Despite the recent EU regulation on labeling to enhance consumer food safety and the existence of a number of certifications on sustainable food products, there remain blind spots in the widely debated consumer information issue. Our study, conducted on primary data processed with a probit model, was aimed at identifying the factors that may affect consumer response in relation to difficulties in interpreting the labels of processed food products. Starting from theoretical models, several factors held responsible for defining the consumer’s knowledge were used as explanatory variables. Our results show that despite changes in the new legislation, there remains the problem of the consumer’s lack of knowledge concerning environmental labeling and product certification.

Distribuzione organizzata vs. negozio specializzato: uno studio sulle preferenze del consumatore italiano di carne bovina

The evolution of consumer profiles highlights, for food products and specifically for beef, a growing attention to a number of specific features related to food quality and safety, and environmental and animal welfare issues. Because of this, it is more and more important to understand the consumer’s choice dynamics in order to develop differentiated marketing, commercial and communication strategies which also make use of different distribution channels. This study was conceived with the aim of analysing the different motives and purchase behaviours of beef consumers in the two main distribution channels: Modern Distribution (md) and specialised shops (butcher shops). The research is based on an internet administered questionnaire to a representative sample of 1500 beef consumers. Within the questionnaire a Visual Choice Experiment was proposed and its results were analysed using a Multinomial Logit Model. The results show different consumer characteristics in the two distribution channels which were analyzed, highlighting how the same product attributes have different meanings and relevance. Such results may supply strategic information for packaging, pricing and general commercialisation strategies to be implemented by the different agents in the distribution sector.

L'impiego degli automi cellulari per la costruzione di scenari di cambiamento dell'uso del suolo

The paper moves from the necessity of understanding the implications of landscape changes, as it is a very important issue for the sustainable planning of rural areas. The observation of the current decrease in rural landscape, which is mainly due to both abandonment and the uncontrolled and rapid spreading of certain urban areas, especially underlines the pressure on rural-urban fringes. The attention to these areas is increasing, as policy makers and institutions recognise their particular role in the balance of rural landscape and, as a consequence, the particular issues and requirements. The paper aims at the definition and testing of an integrated system for the analysis and the evaluation of the effects of agricultural and urban policies on land use change and landscape, in order to supply policy makers and public administrators with an important tool for the decision making process.

Optimisation of the regional energy supply network: a multi-objective analysis in the province of Florence (Italy)

This work presents an integrated method for the optimisation of a regional wood-energy supply network. The model is based on a scalar system that comprises a demand point (district heating plants (DHP)) and bio-energy sources (supply basin (SB)), each of which is related to a biomass terminal. The objective of optimisation is based on both technical-logistics and environmental parameters. An SB is defined by the anisotropic weighted Voronoi tessellation methodology. The parameters are then aggregated to a multi-objective analysis that includes the optimisation of variables and compromise programming approach. Results permit the identification of the best supply chain organisation and the determination of the agro-forest energy districts where rural policy and intervention could be applied. The model was tested in the province of Florence (central Italy) to depict efficient scenarios for the fuelling of DHPs.

Why do you drink? A means-end approach to the motivations of young alcohol consumers

Purpose The purpose of this paper is to analyse the motivations of young consumers of alcoholic beverages in order to supply information for the definition of corporate and social marketing strategies. The target of young consumers was chosen because of its association with the choice of consumption behaviours often resulting in health and social issues related to alcohol. The focus on motivations, on the other hand, is justified by the need to assess the contents of appropriate and efficient communication campaigns for both producers and public institutions. Design/methodology/approach A means-end approach was used on a sample of young consumers from Tuscany via face-to-face interviews. The interviews were carried out with students who were completing their last year of high school. The results were processed using an MEC analyst software for the construction of the hierarchical value maps and cognitive maps showing the links between products and consumers. Findings The results highlighted the perception of a “socialisation” attribute that is stronger when linked to the consumption of beer and spirits; however, wine is still perceived as a non-friendly beverage. The aspect of socialisation underlines both the pleasure of sharing consumption experiences and the dangerous binge drinking behaviour. Thanks to this approach, the study identifies the main elements in the cognitive structure that, if used to define a communication strategy, may guarantee a high degree of efficacy. Originality/value The findings of the study constitute valuable information that can be used to prepare stages of communication plans within larger corporate and social marketing strategies. The wine sector can benefit from understanding the motivations that prevent young people from drinking wine and can attempt to fill the psychological and cognitive gap between young consumers and the product. Public institutions, on the other hand, may benefit from understanding the motivations that lead young people towards dangerous drinking behaviours. In turn, the institutions may be able to send appropriate messages within their communication activities aimed at containing such behaviours.

Full cost analysis and the economic sustainability of the wine sector: the case of Chianti Classico

This study aims at providing a model for sustainability assessment of the wine sector using full cost and market price analysis. The study starts with a territorial approach for the analysis of the characteristics of Tuscan wineries; it then focuses on the specific production of Chianti Classico wine (by means of a direct survey) and its market in Italian Modern Distribution (MD). The results of the analyses show, at territorial scale, a critical situation for the whole Tuscan wine sector. In the specific case of Chianti Classico, production costs structure is very homogeneous and rigid. Moreover, the comparison with market prices in MD highlights the difficulties for wineries in covering all production costs, especially if long term costs and remuneration of all production factors are considered. The assessment of economic sustainability, which can be considered an useful strategic tool for both wineries and public decision makers, is strictly linked, for Chianti Classico, to the opportunity to find another, remunerative distributing channel, even if MD maintains an important role in wider marketing strategies and as a benchmark for the final consumer.