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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

Keywords

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Article
Publication date: 6 September 2018

Paola Scorrano, Monica Fait, Lea Iaia and Pierfelice Rosato

The purpose of this paper is to identify the features that qualify the wine tourism destinations’ (WTDs) image and to deepen analyse the role of the image on the wine…

Abstract

Purpose

The purpose of this paper is to identify the features that qualify the wine tourism destinations’ (WTDs) image and to deepen analyse the role of the image on the wine tourists’ perception, assuming that it changes from tourist to tourist, depending on who has formed its perception after a real experience or not.

Design/methodology/approach

This contribution fits in the range of studies regarding the measurement of the destination image; the authors suited the Echtner and Ritchie’s model (1991, 1993), as its multidimensionality approach, rarely applied in the area of wine tourism.

Findings

From a comparison between the images of the chosen destination, wine tourists consider Bordeaux the benchmark of WTDs and, in the collective imagery, France is one of the excellences between WTDs. The association territory-wine is less marked, so the biggest contribute is given by the in situ experience.

Research limitations/implications

Despite results can’t be generalised because the samples of convenience, they have provided an overall outline of attributes, benefits and attitudes of wine tourists of Web 2.0.

Practical implications

A managerial lecture of results shows that young destinations (aka new wine regions) have a bigger propensity for destination management as well as the attention to marketing aspects, which are able to influence the competitiveness of destination. Instead, destinations with an ancient tradition (aka old wine regions), although unique for their wines and territories, food traditions and the historic-architectural heritage, need to improve their services.

Originality/value

This research applies the consolidated analysis method of E&R on the theme of destination image to the wine tourism, never used for WTDs, improving the model with a comparison between visitor and no-visitor perceptions.

Details

EuroMed Journal of Business, vol. 13 no. 3
Type: Research Article
ISSN: 1450-2194

Keywords

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Article
Publication date: 26 November 2021

Raffaele Campo, Pierfelice Rosato and Enrico Battisti

This paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want…

Abstract

Purpose

This paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want to highlight the role of multisensory analysis on wine marketing and consumer behavior studies.

Design/methodology/approach

This paper is based on a systematic review of literature conducted on peer-reviewed journals.

Findings

Results highlight how multisensory analysis of wine is a growing topic insomuch that research on this kind of topic is exploded in the last years. Nevertheless, wine and cross-modality is more analyzed on food science journals than in marketing ones.

Originality/value

The paper examines a field of research moderately explored in order to shed light to the current status of scientific studies and to propose new research questions to develop.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

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