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European Association of Agricultural Economists >
2008 International Congress, August 26-29, 2008, Ghent, Belgium >
Please use this identifier to cite or link to this item:
http://purl.umn.edu/44419
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| Title: | Italian wine consumer behaviour and wineries responsive capacity |
| Authors: | Malorgio, Giulio
Hertzberg, Anna
Grazia, Cristina |
| Keywords: | wine consumer behaviour
choice
experiment
wineries strategies |
| Issue Date: | 2008 |
| Abstract: | This paper analyzes habits and motivations
behind wine consumption in Italy and focuses on the
attributes affecting wine choice, through interviews and
a choice experiment approach. We show that consumers
are interested in a wide concept of quality, which covers
the whole production process. Both the notoriety of the
industrial brand and the designation of origin constitute
important quality signals. However, the use of the
designation of origin to assess quality at the moment of
purchase requires a certain level of product knowledge
and involvement. Supermarkets and stores play an
increasing role in the commercialization of wine on the
final market. Nevertheless, the appreciation of private
label wines is relatively low. Finally, we provide some
observations on how the Italian wineries are equipped
toward market requirements, according to the
typologies of vertical relationship between the vine
growing and the grapevine processing stages, the
quantity and quality strategies. |
| URI: | http://purl.umn.edu/44419 |
| Institution/Association: | European Association of Agricultural Economists>2008 International Congress, August 26-29, 2008, Ghent, Belgium |
| Total Pages: | 12 |
| Collections: | 2008 International Congress, August 26-29, 2008, Ghent, Belgium
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| 008.pdf | | 202Kb | PDF | View/Open |
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