Study of product repositioning for the Marsala Vergine DOC wine

Chironi, Stefania; Bacarella, Simona; Altamore, Luca; Columba, Pietro; Ingrassia, Marzia

doi:10.1504/ijesb.2017.085982

Cited by 16 publications

(20 citation statements)

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“…Their increased market acceptance is therefore likely contingent on the adequate provision of contextual knowledge, enabling their proper degustation and the appreciation of their unique features, including their regional character and heritage status. Similar strengths and weaknesses conditioning the successful market repositioning of ancient, high-quality wines have been identified by Chironi and colleagues [ 25 ].…”

Section: Introductionsupporting

confidence: 65%

“…Meanwhile, large-scale manufacture and mass-marketing of food products, the making of which entails the use of raw materials from different and often distant provenances, are increasingly perceived by consumers to “dissolve” the connection to place and, hence, to downgrade product quality and authenticity [ 12 ]. In line with this, there seems to be a trend for discerning consumers to value wines that are scarce, made from a single, local grape variety and sold through exclusive distribution channels, i.e., not mass-marketed [ 18 , 25 ]. Albeit largely unintendedly, wines classified as HWP share some of these important features due to a historical lack of access to outside resources in the areas they are produced, the small scale of their production and the largely artisanal, family character of the businesses involved in their distribution and retail sale [ 3 ].…”

Section: Introductionmentioning

confidence: 99%

“…Wines are widely heterogeneous and complex beverages [ 43 ], and their quality cannot be easily evaluated prior to first purchase or tasting [ 44 ]. At the same time, wine preferences have become more sophisticated and diverse over the years [ 27 ], resulting in an increasing demand of wine connoisseurs for premium quality and unique products, priced accordingly [ 18 , 25 ].…”

Section: Introductionmentioning

confidence: 99%

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Historical Wines of Portugal: The Classification, Consumer Associations and Marketing Implications

Costa

Marano-Marcolini

Malfeito‐Ferreira

et al. 2021

Foods

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Geographical origin, use of traditional varieties and ancestral viticulture/oenology practices characterize wines classified as Historical Wines of Portugal (HWP). This study identifies the authenticity attributes consumers associate with this classification and assesses the relative strength of associations. A review of brand authenticity research and interviews with Portuguese wine producers (n = 3) and consumers (n =1 2) were conducted to identify HWP classification attributes. Strength of attribute association was subsequently evaluated in an online questionnaire with a convenience sample of Portuguese wine consumers (n = 641), which included a measure of general wine knowledge and questions about the adequacy of different contexts for HWP purchase and consumption. Wine knowledge markedly affected the nature and strength of consumer associations. Compared to Aspirational Explorers, wine connoisseurs emerged as Heritage Gatekeepers, associating origin, cultural heritage, quality, production and at-home consumption more strongly with HWP, and tradition, wine age and out-of-home consumption less strongly. Market recognition of HWP as a novel and distinctive table wine classification, with well-defined and unique attributes, is thus likely to depend on consumers’ general wine knowledge. Related promotional activities targeting wine novices should first focus on educating them on HWP classification, whereas those directed at savvier consumers should emphasize wine authenticity cues instead.

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Section: Introductionsupporting

confidence: 65%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Historical Wines of Portugal: The Classification, Consumer Associations and Marketing Implications

Costa

Marano-Marcolini

Malfeito‐Ferreira

et al. 2021

Foods

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“…Factor analysis (FA) is commonly used to study consumers preferences and motivations with the aim to simplify the observed topic [32,42]. In other words, FA is a method used to study a topic by simplifying it into a smaller number of elements underlying a large number of detected variables [43].…”

Section: Methodsmentioning

confidence: 99%

Opuntia ficus-indica as an Ingredient in New Functional Pasta: Consumer Preferences in Italy

Palmieri¹,

Suardi²,

Stefanoni³

et al. 2021

Foods

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Opuntia ficus-indica is a source of minerals and vitamins and has recently been used as ingredient to make a new functional variety of pasta. Italy was the first country in the world to produce pasta and is also the second largest producer of Opuntia in the world. According to an Italian sample, this study considers the main factors that could influence consumers when choosing functional pasta (featuring Opuntia) and characterizes distinct hypothetical consumer segments in terms of their food habits, pasta choices, and perceptions toward functional pasta featuring Opuntia. Data were collected using a web-based survey and with 328 respondents. Factor analysis (FA) with orthogonal rotation (varimax) was used to simplify the observed variables and hierarchical cluster analysis was performed with the FA results. Seven clusters were identified and the main results show that the level of education plays an important role in the perception of functional pasta. In fact, the perceptions of well-educated people differed from poorly-educated people. Moreover, the results showed significant respondent interest regarding health benefits and the nutritional and environmental aspects of functional pasta, which should encourage people’s acceptance and consumption of this new functional food. In addition, the respondent preferences reflect a value of experience towards the pasta, i.e., the belief of cooking typical Italian pasta. This means that Opuntia used for the production of functional pasta should maintain the organoleptic and physical properties of durum wheat-based pasta. In addition, respondent preferences for pasta featuring Opuntia could also be driven by its price.

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“…A general recommendation is that participants should be strangers, although various reasons can support the use of acquaintances [35,49]; in the present case, where there was a need to increase the number of participants for reasons related to the statistical significance of the sample, this implied that some of the experts could get to know each other. The composition of each focus group was designed according to the literature and previous studies [50,51,52] and is presented in Table 1. These experts observed individually, for 12 months, both the 38 sites of the wineries in the Etna territory and the 11 sites of those in Pantelleria, and, at different times, they came together to discuss through focus groups.…”

Section: Focus Groups and Selection Of Participantsmentioning

confidence: 99%

Study of Wine Producers' Marketing Communication in Extreme Territories - Application of the AGIL Scheme to Wineries Websites Features

Chironi¹,

Altamore²,

Columba³

et al. 2020

Preprint

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This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e. adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Also, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories helping environmental safeguard and contrasting territory abandonment by rural communities. The findings highlight that effective communication of heroic viticulture may be used to reposition these wines and increase their competitive advantage in foreign markets. The study generates new ideas for reflection on new types of web communication.

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Study of product repositioning for the Marsala Vergine DOC wine

Cited by 16 publications

References 0 publications

Historical Wines of Portugal: The Classification, Consumer Associations and Marketing Implications

Historical Wines of Portugal: The Classification, Consumer Associations and Marketing Implications

Opuntia ficus-indica as an Ingredient in New Functional Pasta: Consumer Preferences in Italy

Study of Wine Producers' Marketing Communication in Extreme Territories - Application of the AGIL Scheme to Wineries Websites Features

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