Reach for the stars: The impact on consumer preferences of introducing a new top-tier typology into a PDO wine
In: Wine Economics and Policy, Jg. 7 (2018), Heft 2, S. 140-152
Online
academicJournal
Zugriff:
In a world characterized by a significant evolution in wine consumption, Protected Designations of Origin (PDO) wines have constituted a valid strategy of marketing and competitiveness for producers. In 2014, the Consorzio Vino Chianti Classico created the ''Chianti Classico Gran Selezione'' DOCG (Denominazione di Origine Controllata e Garantita) to strengthen and expand the quality range of its productions. This is a new typology of Chianti Classico placed at the top of the quality production pyramid. The aim of this study is to verify whether the introduction of a higher-tier certification within a PDO denomination can represent an effective strategy to leverage brand value and strengthen the relationship between quality production and territory. With this purpose in mind, we performed a choice experiment on Italian wine consumers. A Latent Class Model allowed us to identify three distinct classes of consumers that differ in their preferences for price and PDO. Moreover, we performed a Chi-squared Automatic Interaction Detection technique and a Principal Component Factor Analysis for describing these classes according to consumers’ attitudes and personal characteristics. Our results show the existence of a segment that appreciates the introduction of the new label and therefore support the effectiveness of developing this strategy. Keywords: Choice experiment, Segmentation, PDO wine, Chianti, Market share
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Reach for the stars: The impact on consumer preferences of introducing a new top-tier typology into a PDO wine
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Autor/in / Beteiligte Person: | Scozzafava, Gabriele ; Gerini, Francesca ; Dominici, Andrea ; Contini, Caterina ; Casini, Leonardo |
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Zeitschrift: | Wine Economics and Policy, Jg. 7 (2018), Heft 2, S. 140-152 |
Veröffentlichung: | Firenze University Press, 2018 |
Medientyp: | academicJournal |
ISSN: | 2212-9774 (print) |
DOI: | 10.1016/j.wep.2018.09.001 |
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