Roberta Capitello

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...

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 ...

Food fraud and consumers’ choices in the wake of the horsemeat scandal

Purpose – In 2012, the European food industry was hit by a food fraud: horsemeat was found in pre-prepared foods, without any declaration on the package. This is commonly referred to as the “horsemeat scandal”. The purpose of this paper is to investigate consumers’ preferences across Europe for a selected ready meal, ready to heat (RTH) fresh lasagne, to consider whether the effects of potential food frauds on consumers’ choices can be mitigated by introducing enhanced standards of RTH products. Design/methodology/approach – An online survey was administered to 4,598 consumers of RTH lasagne in six European countries (Republic of Ireland, France, Italy, Spain, Germany and Norway), applying discrete choice experiments to estimate consumers’ willingness to pay for enhanced food safety standards and highlight differences between countries. Findings – Many similarities across countries emerged, as well as some differences. Consumers in Europe are highly concerned with the authenticity of the meat in ready mea...

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...

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...

Le opportunità delle politiche territoriali alla luce della nuova OCM vino

One of the most important expectation of the new Common Market Organization for Wine was the strengthening of territorial policy as the main instrument to protect the marketing policies of traditional wine areas. The territorial entity, which is nearly always conceived as a micro-zone in the Old World rather than as a large geographic district as in the New World, is turned to an active subject of collective marketing strategies. The Regulation (EC) No. 479/2008 doesn’t seems to completely meet these aims, as well as the instruments of economic policy of the second pillar seem to be inadequately improved. The provided measures and the financial allocation in the new CMO and the past and actual Rural Development Programmes of Veneto, where wine industry has a very important role, still focus on market support and on modernization of production structures, rather than on implementation of new marketing models. This study closes with some possible advices in order to retrieve competitiveness of the territorial identities.

How CS Can be Used for Producing Info that Can be Employed in Strategy Making

Abstract The aim of this chapter is to illustrate the case of the producers of a typical cheese (the Monte Veronese PDO cheese, Italy) who shared the idea to increase their knowledge on the local consumers, their main target audience. The chapter also aims to describe how market research outcomes have supported innovation in marketing and communication strategies, especially in the management of direct relationships with customers. The first part of the chapter discusses the results of a survey carried out by a sample of local consumers. Consumers’ perceptions were analyzed by means of a questionnaire applying Best–Worst Scaling. Different consumers’ perceptions are highlighted based on importance of product attributes and involvement with the product. In the second part, the CEO of a leading cooperative company illustrates how he manages the delicate balance between market research outcomes, innovation in marketing and communication strategies, market feedback, and relationship with customers.

Exploring the Role of Wine in Destination Marketing: The Case of Verona (An Extended Abstract)

The aim of this research is to understand the role of wine as a perceived component of the image of an urban tourism destination and measure the weight of wine in shaping the destination image. Although many studies have shown that the typical wine and food offer is a pivotal component of the tourist experience also for an urban destination (see, e.g. Lu et al. 2015, for the case of a historic district), its actual weight in tourists’ choice and satisfaction is still unknown.