PurposeThis article aims to analyse various wine differentiation strategies (price, origin, type and production system) to counteract the commercial success of new wine producers compared to traditional ones.Design/methodology/approachThe methodology consisted of a survey of 400 Castilla‐La Mancha wine consumers during the month of March 2004, whose preferences were determined through several multivariate techniques.FindingsThree consumer segments were identified: the first shops for wine mainly by price, the second, by origin and the third, by a combination of price and type of wine. In this sense, except for the first segment, where competition by a cheaper wine from other places could endanger the local market, possible strategies would be to continue emphasising origin in a traditional approach and to search for a new wine differentiation based on organic production. Both strategies, which can be carried out jointly, would require government backing in addition to support from the business sector.Originality/valueThis paper contributes to a greater knowledge of Spanish consumer habits by analysing the degree of influence that various factors have on attitudes towards the purchasing of wine.
PurposeThis study aims to identify the most important attributes that the consumer uses in the process of choosing wine, which can then be used by wine‐producing companies in marketing strategies.Design/methodology/approachThe methodology consisted of a survey of 421 wine consumers using the best‐worst scaling methodology. Various consumer segmentations were made by gender, income and age groups.FindingsThe two main attributes that condition consumers in choosing wine are previous tasting and region of origin. The latter attribute is valued mainly by women and in general by consumers over 34 years old who have a net monthly family income above €1,500. The previously tasted attribute, which on many occasions is associated with the price attribute, is valued basically by men and particularly by younger consumers and those with lower incomes.Practical implicationsIt must be pointed out that in the short term the basic strategy of wine‐producing enterprises from any given region of origin is to compete on price. However, in the long term increasing their prestige is all that remains to compete actively with the various regions of origin.Originality/valueThis paper contributes to a greater knowledge of Spanish consumer habits by analysing the most important wine attributes in the process of purchasing wine.
It is becoming ever more important for the olive oil industry in Spain to adopt a business strategy based on client orientation. In this sense, the objective of this paper is to identify the preferences of olive oil consumers and propose a series of business strategies for the producing sector. The methodology consisted in a survey of 404 olive oil consumers during the months of January and February 2013, whose preferences were determined through several multivariate techniques (conjoint analysis, consumer segmentation and a simulation of market share). The preferred olive oil is low priced, extra virgin and organic. The type of bottle does not appear to be relevant in the buying decision process, although it might be a factor in increasing market share. The current economic crisis has resulted in the emergence of two consumer segments; 67.1% of consumers selected the olive oil they buy on the basis of price and 32.9% were guided by the product's specific attributes, which include, for example, organic production, which can be another differentiating element for producing companies.
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