Background The Delphi technique was developed by a research group at the Rand Corporation in the 1950s. Its main aim was to achieve consensus whilst stifling the effect of those who, regardless of position, could be expected to influence planning decisions. Delphi is used to deal with uncertainty in an area of imperfect knowledge. As there are no “correct” answers, a consensus of opinion is an acceptable second choice.
A traditional industry confronting market change is examined here, for the wine industry is important to the economy of Cyprus. Cyprus had to reinvent itself as a wine producer after receiving a double blow: losing its main product, sherry, as a result of nomenclature protection by the European Union and the loss of its largest market after the fall of communism. The objective here is to examine the product (wine) and how it may be improved and upgraded for a more sophisticated market. Product quality and branding then immediately rise to the fore but to ensure that all the issues are being properly addressed, soundings were taken from local, Greek and international wine professionals as well as local consumers. There are 52 wineries in Cyprus but the industry is controlled by four main companies and tied mainly to a local grape variety, Mavro. The grapes are grown by people independent of the wineries and this has been a long-standing issue--affecting wine quality--as has the distance between where the grapes are grown and the wineries themselves. The methodology involved focus groups, depth interviews and an e-mail survey. Respondents were local consumers and wine experts who fell into three groups: local Cypriot, Greek and International. The findings reveal an industry that is still growing, but fragmented and dominated by the big four Cyprus wineries--KEO, ETKO, SODAP and LOEL, formulating the Cyprus Wine Producers' Association (ΣOK--Συ´νδ[varepsilon]σμο[varsigma] Oινοπαραγωγω´ν Kυπρου), that possess 75.5 per cent of the market. Way below is the market share of imported wines (16 per cent) and small local wineries (8.5 per cent) that fall under the umbrella of the Bacchus Association (Bacchus is equated with Dionysus, the god of wine in Greek mythology). There is also great secrecy and unwillingness on behalf of local wineries to work together, which serves to perpetuate existing weaknesses and work against attempts to develop branding associations. The inescapable conclusion is that necessary change will require the adoption of branding that in turn will require greater investment in the product and then its promotion and labelling
This paper examines public attitudes towards advertising within the context of transition in central and eastern Europe. Drawing on a consumer survey conducted in three cities within Romania, the study conceptualises Pollay and Mittal's (1993) model of beliefs and attitudes towards advertising. This study introduces a novel differentiation between image and the social integration role of advertising, extending in this way the concept of the personal uses of advertising. It highlights variations in public opinion towards advertising between socio-cultural areas in Romania. Attitudes towards the institution of advertising, attitude-instrument, product information and hedonic/pleasure have a positive effect on general attitude to advertising as expected. Consumers who perceive an informational and entertaining value of advertising, those holding positive attitudes towards advertising as an institution in a free market economy and the instruments used to further it, are more likely to hold positive general attitudes towards advertising. The role of advertising exhibits a positive effect on general attitude. Image has a surprisingly negative effect on general attitude towards advertising, which contrasts with expectations based upon developed countries. Finally, the managerial implications are discussed.
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