Valuation and importance of the extrinsic attributes of the product from the firms´ perspective in a Spanish wine protected designation of origin

Abstract

Designations of origin (DOs) are commercial brands of wide use in the agro-food sector. Its use in Spain has taken place for more than three decades and although wineries managers have incorporated these new forms of protection, little is known about their opinion and their point of view during the DO implementation process. In fact, the consumers' point of view has been the one most often analyzed in the literature. In the present study we analyzed extrinsic attributes of a wine with DO from the company point of view. In particular, we analyzed brand, product, price, packaging and label, and origin of the product following a qualitative analysis on interviews carried out with winemakers of the DO wine Ribera del Guadiana during the last decade. The qualitative analysis of the interviews was performed using the software package ATLAS/ti, designed for this type of data analysis in the form of large blocks of text. The results indicated that winemakers consider that they offer a good product to the market, and try to promote their brands using the origin of the product as a marketing strategy. From the company point of view, this protected DO (PDO) has important opportunities for positioning to create a sustainable competitive advantage, focusing on quality and the territorial differentiation.

Exploring the mediating role of trust in food products with Protected Designation of Origin. The case of ´Jamón de Teruel´

“…In times of crisis like the present, consumer preferences are modified and price pushes quality and brand into the background, becoming the key factor in the purchasing decision. For García-Galán et al (2014), the place of origin is associated with a higher quality product, so managers must educate and convince consumers to pay a premium price for this unique product because they do not know what a PDO is. Furthermore, producers must attend to consumers whose features are not affected by the crisis and are willing to pay a higher price.…”

“…PDO brands act as business cards, the starting point being the local level while the objective is the global level, at which product differentiation is even more important to their success (García-Galán et al, 2012). PDOs represent both the quality image they want to convey and the seal of identity of their origin (García-Galán et al, 2014).…”

Indicação Geográfica E Atributos Das Regiões De Origem No Comportamento Do Consumidor De Vinhos: Uma Revisão Sistemática Da Literatura

“…Nos artigos selecionados percebe-se que os consumidores de vinhos com certificação demonstraram valorizar mais os atributos extrínsecos, considerando, principalmente, fatores como rótulo, embalagem, disponibilidade do produto, preço, estética do produto, marca, promoções e estilo (CHREA et al, 2011;GARCIA-GALAN et al, 2014;SAENz-NAVAJAS et al, 2014), utilizando tanto uma abordagem qualitativa, quanto quantitativa nos instrumentos de coleta de dados.…”

Wine Marketing: Impact of Demographic Factors of Serbian Consumers On the Choice of Wine

“…Wine quality is an important tool in maintaining and increasing the competitive advantage of wineries on the national and international markets. When assessing the quality of wine, consumers can rely on the geographical origin of wine or on the recognisable brand of wine (Garcia-Galan et al, 2014). According to Farquar (1989), the brand is a symbol that increases the value of the product over its functional value.…”