Research Background: Wine businesses operate in an increasingly harsh and globalized competitive environment, characterized by shifting consumer behavioural trends, the rise of new players (Third World Countries, Banks and Overton, 2010) and unpredictability. They are thus obliged to strive for ‘strategic transcendence’, through holistic re-evaluation, redefinition and redevelopment of all their functional and marketing processes. Research Aims: This paper analyzes attributes of the wine purchasing process and assesses, from a consumer-oriented perspective, their value as determinants of marketing strategy. Research Methodology: Extensive theoretical research was conducted into various aspects of wine consumer purchasing behaviour. Subsequently, an empirical survey was performed, and the gathered data was processed with both descriptive and multivariate statistical techniques. The empirical research evaluated the theoretically identified variables in the context of the new competitive conditions that characterize the wine sector today. Research Findings: The research identified five ‘macro-themes’ associated with the perception of the generic product ‘wine’: ‘Relationship between territory and wine’, ‘Wine Identity card’, ‘Experiential identity of the wine’, ‘Information in support of the purchase process’, and ‘Price’. Research Value: The research identified trends which, properly interpreted, add to our understanding of consumer behaviour and offer valuable guidance for the development and implementation of corresponding strategies (primarily concerned with marketing and branding) in the wine sector.
ATTRIBUTES DRIVING THE WINE CHOICE PROCESS
FAIT, MONICA MARIA ELENA;
2014-01-01
Abstract
Research Background: Wine businesses operate in an increasingly harsh and globalized competitive environment, characterized by shifting consumer behavioural trends, the rise of new players (Third World Countries, Banks and Overton, 2010) and unpredictability. They are thus obliged to strive for ‘strategic transcendence’, through holistic re-evaluation, redefinition and redevelopment of all their functional and marketing processes. Research Aims: This paper analyzes attributes of the wine purchasing process and assesses, from a consumer-oriented perspective, their value as determinants of marketing strategy. Research Methodology: Extensive theoretical research was conducted into various aspects of wine consumer purchasing behaviour. Subsequently, an empirical survey was performed, and the gathered data was processed with both descriptive and multivariate statistical techniques. The empirical research evaluated the theoretically identified variables in the context of the new competitive conditions that characterize the wine sector today. Research Findings: The research identified five ‘macro-themes’ associated with the perception of the generic product ‘wine’: ‘Relationship between territory and wine’, ‘Wine Identity card’, ‘Experiential identity of the wine’, ‘Information in support of the purchase process’, and ‘Price’. Research Value: The research identified trends which, properly interpreted, add to our understanding of consumer behaviour and offer valuable guidance for the development and implementation of corresponding strategies (primarily concerned with marketing and branding) in the wine sector.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
