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Article
Publication date: 15 March 2013

Armando Maria Corsi, Nicola Marinelli and Veronica Alampi Sottini

The paper aims to analyse the current situation and the perspectives of Italian wine in key Asian export markets – China, Japan, India, Singapore and South Korea. These…

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Abstract

Purpose

The paper aims to analyse the current situation and the perspectives of Italian wine in key Asian export markets – China, Japan, India, Singapore and South Korea. These countries show the highest growing rates in wine consumption and are forecasted to become increasingly more strategic for Italian wine producers.

Design/methodology/approach

A SWOT analysis is applied to the most recent set of secondary data available from the Italian National Institute of Statistics (ISTAT), the Italian National Institute for Foreign Trade (ICE), the International Organisation of Wine and Vine (OIV) and Euromonitor International reports.

Findings

The study reveals that the most interesting markets for Italian wines are China and South Korea. The key strengths are mainly related to high quality products, evoking classic values and being perceived as a status symbol, while the main concerns for Italian wines are mainly related to promotion and distribution issues.

Research limitations/implications

The SWOT analysis can be used to develop a strategy that takes into consideration the potential strengths and opportunities and the impact of weaknesses and threats, but it cannot cover all the possible aspects Italian wineries must know about Asian markets. It offers a base for further and deeper thoughts about the how to succeed in the most dynamic and challenging markets of the next 20 years.

Originality/value

Differently from other studies, which tend to analyse Italian perspectives in Asian markets on a country‐by‐country basis, this work represents the most recent and comprehensive research on Italian wines in Asian markets.

Details

British Food Journal, vol. 115 no. 3
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 17 December 2019

Antonio Iazzi, Paola Scorrano, Pierfelice Rosato and Balakrishna Grandhi

The purpose of this paper is to verify the preferences for the purchase of rosé wine by Italian and French Millennials, with the aim of allowing Italian companies to…

Abstract

Purpose

The purpose of this paper is to verify the preferences for the purchase of rosé wine by Italian and French Millennials, with the aim of allowing Italian companies to acquire knowledge in improving the positioning of this product in both the Italian and French markets.

Design/methodology/approach

The study involved a descriptive survey conducted between December 2018 and January 2019 on Millennials residing in Italy and France, intercepted via Facebook. In total, 500 valid responses to a highly structured self-administered questionnaire were collected. Descriptive and multivariate analysis techniques were used to examine the responses.

Findings

The two groups of Millennials show different preferences in the purchase of rosé wine. French Millennials rarely buy the product, and perhaps only for reasonable prices. Their purchasing process involves no characteristics of particular importance. On the other hand, Italian Millennials buy the product with a higher frequency and show a greater propensity to spend. In general, they attribute greater importance (though not a great deal of importance) to the characteristics of the product, paying attention to both its intrinsic aspects and its territorial origin and the quality certifications.

Research limitations/implications

The main limitation of the research is the small sample size. Future insights into the consumption of rosé wine will be sought in other significant European markets.

Practical implications

This study is of value to academic researchers, wine industry practitioners and other members of the wine distribution channel, as it provides insights into consumer behavior differences.

Originality/value

This research is the first to compare rosé wine preferences of Millennials in France and Italy.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 11 June 2018

Rungsaran Wongprawmas and Roberta Spadoni

The wine market in Italy has been through several changes in the last decade. Actors in the supply chain need to find new strategies or tools in order to remain…

Abstract

Purpose

The wine market in Italy has been through several changes in the last decade. Actors in the supply chain need to find new strategies or tools in order to remain competitive in what has become a fiercely competitive sector. Innovation is one of the tools which have been successfully used in the New World wine market, hence innovation might also be a useful resource for actors in the Old World wine market, such as in Italy. The purpose of this paper is to explore stakeholders’ perception of such innovation, including how its usefulness in the Italian wine production and distribution chain is perceived.

Design/methodology/approach

Semi-structured interviews were carried out in Emilia-Romagna with a wide range of actors in the Italian wine chain and consumer focus groups and the resulting data were analyzed using the content-summarizing approach.

Findings

These stakeholders agreed that innovation is needed for production and processing as well as in quality control, but only on condition that it should maintain the quality and value of traditional wines. Innovative wine products tend to be unacceptable to consumers. Most stakeholders associate innovation with communication as producers and distributors seek innovative ways to convey information regarding the value of wines to final consumers.

Research limitations/implications

The findings are qualitative and based on a small group of Italian wine industry players and consumers who operate mainly in a domestic context.

Practical implications

The paper provides industrialists with information useful in the search to find the right strategies to make them more competitive in the Italian wine market. It is crucial to find and adopt innovative approaches toward communication throughout the chain. Information appealing to tradition and sentiment could be highly effective ways to reach the consumer.

Originality/value

This is the first in-depth study of the perceptions of all stakeholders (from producers to consumers) regarding innovation in the Italian wine chain; of particular importance as the industry is currently in transition toward globalization.

Details

British Food Journal, vol. 120 no. 6
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 22 March 2011

Antonio Stasi, Gianluca Nardone, Rosaria Viscecchia and Antonio Seccia

Geographical indications (GIs) provide a strong differentiation tool for firms. Whether this statement is confirmed at aggregate level in terms of market independence of…

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1431

Abstract

Purpose

Geographical indications (GIs) provide a strong differentiation tool for firms. Whether this statement is confirmed at aggregate level in terms of market independence of different GIs is not tested yet. The purpose of this paper is to provide demand estimates and elasticities (own‐price and substitution) in order to test this hypothesis and verify the differentiation effect of GIs at aggregate level.

Design/methodology/approach

The analysis consists of the application of a quadratic almost ideal demand on a four equation system. Estimates are obtained through an iterated version of a generalized method of moments, which corrects for endogeneity determined by expenditure and prices in case of promotional activities.

Findings

Estimates prove the existence of a differentiation effect of GIs in terms of magnitude of elasticities and substitution effects. GIs corresponding to higher quality generate lower price sensitiveness and product substitution, contrarily to wine without GI. Controlled origin denomination (DOC) wine demand results are price sensitive and they substitute for wines of different GI. Controlled and guaranteed origin denomination (DOCG) is the most profitable GI. In fact, because of its inelastic demand, DOCG price could be potentially increased, to a certain extent, without having significant effects on volumes consumed.

Research limitations/implications

Foreign wine should also be included in the demand system in order to understand the whole Italian wine market. Data concern retail level demand. The whole market, including hotels, restaurants and catering, should be included to offer a wider set of implications.

Practical implications

Marketers and producers could use the information provided by the estimates in order to forecast Italian wine demand. Elasticities and substitution effect provide them with a precise measure of consumers' price sensitiveness, which would be beneficial for their pricing strategies.

Originality/value

The paper provides, for the first time, estimates of a demand system relative to GI differentiated Italian wine.

Details

International Journal of Wine Business Research, vol. 23 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 13 December 2019

Pantea Foroudi, Maria Teresa Cuomo, Matteo Rossi and Giuseppe Festa

For wine consumers, the country-of-origin effect still exerts significant influence, even though probably differently from what it was earlier, especially for newer…

Abstract

Purpose

For wine consumers, the country-of-origin effect still exerts significant influence, even though probably differently from what it was earlier, especially for newer consumer segments. Among these, millennials represent the most interesting segment of the present and future, even though studies on millennials’ behaviour are insidious and newer consumer segments are emerging (Generation Z). The paper aims to discuss this issue.

Design/methodology/approach

This study focusses on this parameter through a comparative analysis of French and Italian wines – first, on the country-of-origin effect on millennials’ wine preferences, and second, on the possibility of managing this influence by adopting a wine marketing mix based on the innovative 4Es model.

Findings

The outcomes of the experiment on 121 millennials, despite the limitations of the study, highlight interesting changes – compared with the wine consumption behaviours of the past – regarding the country-of-origin effect and the possibility of managing it.

Originality/value

The results confirm, similar to the literature on the 4Es model, the possibility of wide areas of action for wine educational marketing initiatives that can change or enhance the country-of-origin perception.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 19 April 2011

Armando Maria Corsi, Cam Rungie and Leonardo Casini

This paper aims to argue that the polarization index (φ) represents a valid loyalty measure for evaluating changes over time.

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1276

Abstract

Purpose

This paper aims to argue that the polarization index (φ) represents a valid loyalty measure for evaluating changes over time.

Design/methodology/approach

The brand performance measures (BPM) are a valid and useful tool for marketing managers in measuring the loyalty consumers attach, in a single time period, to a product or brand. However, the BPM reflect other attributes and not only loyalty. Over time, what might appear to be a change in loyalty may actually be a change in market size or market share. The polarization index (φ) is not biased in this manner and is more appropriate for evaluating changes over time. The study compares the results obtained with three well known BPM utilised for the analysis of loyalty – the purchase frequency, the share of category requirements and the repeat rate – with those obtained with the φ on the purchases of wine made by Italian consumers in the retail sector over two three‐year periods (2003‐2005 and 2006‐2008).

Findings

The study shows that the BPM are a fundamental source of information on the loyalty consumers attach to brands and products at one point in time. However, their strong relationship with market share risks providing results that do not reflect actual trends in loyalty. By comparison, φ provides a valid and useful analysis of the ways in which loyalty evolves over time.

Originality/value

Although several researchers have studied the uses of φ on one‐year and three‐year periods, none observed how the index offers more valid results than the BPM over time. The paper shows that marketing managers should always compare the results obtained with the BPM with those derived from the φ before drawing conclusions on the real loyalty trends of their products and brands.

Details

Journal of Product & Brand Management, vol. 20 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 13 June 2019

Luca Rossetto and Luigi Galletto

The purpose of this paper is to analyze the market of rosé wines in Italy, to outline retail strategies and to investigate to what extent the price is affected by branding…

Abstract

Purpose

The purpose of this paper is to analyze the market of rosé wines in Italy, to outline retail strategies and to investigate to what extent the price is affected by branding these wines.

Design/methodology/approach

A survey has been carried out on retailers by collecting data about wines as intrinsic attributes (grape variety, blending, origin, alcohol content, etc.) and extrinsic attributes (brand, price, packaging, etc.) and about outlet and retail environment. The hedonic analysis required a rearrangement of data survey, while a Box-Cox transformation allowed to control the strong heteroskedasticity detected of the data.

Findings

Results provide strategies for still, semi-sparkling and sparkling rosé market segments. Still rosé wines are strongly differentiated, while the price is affected by the appellation, grape variety, blending, brand and outlet features. Two main strategies are suggested: the first focuses on appellations endorsing consumer’s brand loyalty; the second is driven by retailers while involving weaker brands. Different pictures emerged for semi-sparkling and sparkling wines, as producers and retailers tend to follow consumer’s preferences for fresh and easy drinking wines as well as to extend the product assortment.

Research limitations/implications

Results for sparkling rosé wines cannot be generalized. The high fragmentation hinders the hedonic model performance in capturing the price effects of brands, appellations, grape variety and wine blend.

Practical implications

The hedonic analysis provides suggestions for rosé wine producers that should reinforce their brand through associations among intrinsic attributes, such as appellation, and extrinsic ones, such as price, while satisfying retailer requirements.

Originality/value

The paper contributes to the knowledge base about the Italian rosé wine market, which is mostly export-oriented. Model results help to understand why the domestic consumption is stagnant with respect to other countries such as France or the USA.

Details

International Journal of Wine Business Research, vol. 31 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 28 April 2020

Federico Nassivera, Gianluigi Gallenti, Stefania Troiano, Francesco Marangon, Marta Cosmina, Paolo Bogoni, Barbara Campisi and Matteo Carzedda

This paper aims to investigate the wine consumption among young people belonging to the so-called millennial generation

Abstract

Purpose

This paper aims to investigate the wine consumption among young people belonging to the so-called millennial generation

Design/methodology/approach

This study uses a questionnaire and a choice experiment (CE) with a multinomial logit model (MNL), implementing a random parameter logit model (RPL), to investigate the attitudes of millennials towards wine consumption, their purchasing behaviours and their willingness to pay for attributes of the products; in particular regarding the follwing: region of origin, “winescape”, certification, carbon footprint claim and price.

Findings

Millennials appear to drink wine less frequently; they consume it more often in social on-premise settings, having a slightly higher willingness to pay and preferring carbon-neutral brands when choosing wine.

Research limitations/implications

The limitation of this research was the analysis of a simulated situation where consumers declared their intention to purchase and not the effective purchase behaviour in the market.Further research should investigate wider millennials groups, also using the new media communication tools that characterise the communication behaviour of Generation Y. In this way, it would be possible to interview a millennial group at the national or international level.

Practical implications

The research identifies some characteristics of millennials’ habits that can take into account the strategies of wine companies in order to develop a constructive relationship with Generation Y in Italy.

Social implications

This research contributes to knowledge regarding the wine consumption habits of Italian millennials.

Originality/value

This paper applies discrete choice models to consumption situations in order to analyse millennials' preference and their willingness to pay for some innovative attributes of wine, in particular the carbon footprint.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Article
Publication date: 10 February 2020

Nicola Cobelli and Georgina Wilkinson

The purpose of this study is to explore South African and Italian consumers' attitude toward online wine purchasing. In detail, through the application of the technology…

Abstract

Purpose

The purpose of this study is to explore South African and Italian consumers' attitude toward online wine purchasing. In detail, through the application of the technology acceptance model (TAM), this research intends to explain the antecedents of consumers actual online purchasing of wine in South Africa and Italy.

Design/methodology/approach

Two questionnaire-based surveys were conducted, yielding a sample of 190 consumers in South Africa and 179 in Italy. Data were analyzed through several techniques including t-tests, principal component factor analyses, and binary logistic regressions.

Findings

Overall, the findings show that South African and Italian online wine consumers are more similar than the offline wine consumers. However, perceived usefulness has an impact on the use of the online channel to purchase wine in Italy but not in South Africa, whereas perceived complexity has an effect in South Africa but not in Italy.

Research limitations/implications

This study adopts a convenience sampling technique, suggesting that the used samples are not representative of the whole population. Moreover, TAM offers a simple and clear understanding of the actual use of wine e-commerce but overlooks other potential explanatory factors.

Practical implications

Targeting online wine consumers in South Africa and Italy opens up the opportunity for using cross-national highly standardized product and communication strategies. However, different approaches are required to convert offline wine consumers to online wine consumers in South Africa and Italy.

Originality/value

This is the first cross-national study investigating consumers' attitude toward online wine purchasing in South Africa and Italy. Moreover, it offers a comparison of online and offline wine consumers in the two countries. In addition, the research offers a new point of view over consumers of Italy and South Africa, two important countries in terms of wine production and consumption that can be very beneficial for wineries owners and managers.

Details

The TQM Journal, vol. 32 no. 4
Type: Research Article
ISSN: 1754-2731

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Article
Publication date: 21 February 2020

Giuseppina Migliore, Alkis Thrassou, Maria Crescimanno, Giorgio Schifani and Antonino Galati

The aim of this study is to understand which wine quality characteristics, consumers' attitudes and socio-demographic characteristics affect the consumers' willingness to…

Abstract

Purpose

The aim of this study is to understand which wine quality characteristics, consumers' attitudes and socio-demographic characteristics affect the consumers' willingness to pay (WTP) a premium price for a bottle of natural wine.

Design/methodology/approach

The research is experimental and investigated the purchasing intentions of 613 Italian wine consumers within a hypothetical setting. In order to elicit WTP for natural wine, a multiple price list (MPL) in a comparison with one bottle of conventional wine, with an average price of €5 was adopted. To understand which quality attributes of wine affect the consumers' WTP for natural wine, a Tobit regression model was implemented.

Findings

The findings reveal that drink frequency and occasion, organic production method, the content of sulfites, income and the attitudes towards healthy eating and the environment are positively associated with a higher WTP for natural wine.

Research limitations/implications

The main limitation of this study is related to both the convenient sample and the limited geographical area. However, identifying which quality attributes of natural wine are most appreciated by consumers and which attitudes affect this behaviour is fundamental in order to develop successful marketing strategies for product development and the design of advertising and communication campaigns.

Originality/value

This study is one of the first to analyse the consumer behaviour towards natural wines contributing to enrich that part of the economic literature which states that consumers have a positive attitude towards sustainable wines.

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