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Article
Publication date: 21 August 2009

Emily McCutcheon, Johan Bruwer and Elton Li

The purpose of this paper is to examine the importance of wine's region of origin in the consumer wine‐buying decision‐making process in the Australian domestic market.

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Abstract

Purpose

The purpose of this paper is to examine the importance of wine's region of origin in the consumer wine‐buying decision‐making process in the Australian domestic market.

Design/methodology/approach

Data collection takes place by means of a self‐administered and online approach in tandem utilising a highly structured questionnaire completed by wine consumers. The sample is limited to three groups of wine consumers – patrons of a wine bar in Sydney and two online wine communities unlocking access to a cross‐section of on‐premise trade and online consumers. The active memberships of the online communities amount to 3,600. In total, 352 usable surveys are obtained.

Findings

Region of origin is an important choice factor in the wine‐buying decision making process of consumers, but particularly so in terms of its multi‐dimensional nature (region name, wine type and grape variety). The most important choice factors in consumers' wine‐buying decisions are quality, price, grape variety, wine style and region of origin. Region of origin varies in degree of influence within different segments. Higher ratings for region of origin are given by female wine consumers, high involvement wine consumers and consumers who have participated in wine tourism to a greater degree.

Research limitations/implications

The findings of this research suggest that wine's region of origin is a significant choice factor in the Australian consumer's wine‐buying decision making process. More than half of the respondents are residents of Sydney and the findings are therefore tentative due to the geographical limitation.

Originality/value

This study is of value to academic researchers, wine industry practitioners, and on‐ and off‐premise operators alike as it furthers the understanding of the importance of various choice factors in the consumer's wine‐buying decision‐making process and in particular the relative importance of region of origin within the main choice factors. It also highlights the specific market segments (geodemographic, behavioural and involvement level) and conditions under which the relative importance of region of origin varies.

Details

International Journal of Wine Business Research, vol. 21 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 18 September 2017

B. Elango and J.R. Wieland

In this paper, the authors aim to introduce the notion of region of origin effect and articulate why home region boundaries should be factored in when understanding firm…

Abstract

Purpose

In this paper, the authors aim to introduce the notion of region of origin effect and articulate why home region boundaries should be factored in when understanding firm strategy and outcomes.

Design/methodology/approach

The paper validates the region of origin effect on internationalization using a sample of 11,677 firms from 99 developing countries in a multilevel model, with both frequentist and Bayesian approaches.

Findings

The findings of this paper indicate consistent support for the notion of region of origin effect. The relative importance of direct region effects in explaining variation in firm internationalization was found to be 17.8 per cent. When indirect effects (i.e. varying slopes) were factored in, the relative importance was 16.6 per cent. Additionally, the findings show that the region of origin effect impacts the degree of strength of the well-established firm drivers of internationalization.

Originality/value

Although the importance of the home region location is well known to researchers and practitioners of international business, it has not received the attention it deserves. The findings of this paper clearly demonstrate the need for researchers and practitioners to recognize the role of the region of origin effect in formulating and implementing global strategies.

Details

Multinational Business Review, vol. 25 no. 3
Type: Research Article
ISSN: 1525-383X

Keywords

Article
Publication date: 5 September 2016

Beatrice Luceri, Sabrina Latusi and Cristina Zerbini

The purpose of this paper is to investigate the effectiveness of highlighting the geographical area in question – through either pictorial or pictorial-textual formats …

1002

Abstract

Purpose

The purpose of this paper is to investigate the effectiveness of highlighting the geographical area in question – through either pictorial or pictorial-textual formats – in print-advertising messages for European Union geographical indication (GI) quality-labelled products.

Design/methodology/approach

A 2×3 between subjects factorial design was used to manipulate the type of GI, namely, protected designation of origin vs protected geographical indication, and the region of origin presentation in the advertisement (absent vs pictorial vs pictorial-textual), while measuring participant brand attitude and intention to buy (dependent variables).

Findings

Results show a significant main effect of the region of origin presentation on brand attitude and purchase intention. Communicating the region of origin through pictorial cues leads to more favourable responses than when there is no reference to it in the advertisement. The presentation of the region of origin through pictorial-textual cues leads to more positive responses than communication based just on pictorial cues. No interaction effect between the type of GI and the region of origin presentation is found.

Originality/value

The study makes a new contribution in the field of communication about typical food products, since the ability of the geographical area to increase consumers’ purchase intention has not been systematically tested in an advertising context. To date, there is no strong evidence on how effective it is to convey the values of the geographical area through its picture and/or name. On a practical level, the study supports new communication strategies for typical food products in a context where messages tend to use intrinsic advertising cues that emphasize physical product attributes, rather than extrinsic advertising cues that leverage intangible product values.

Details

British Food Journal, vol. 118 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 2 February 2015

Antonio Chamorro, Sergio Rubio and F. Javier Miranda

The purpose of this paper is to analyse the “region-of-origin” effect in the purchase of cava, a sparkling wine. Cava is a multiregional designation of origin: although it…

1350

Abstract

Purpose

The purpose of this paper is to analyse the “region-of-origin” effect in the purchase of cava, a sparkling wine. Cava is a multiregional designation of origin: although it is a product typical of a particular Spanish region (Catalonia), it is also produced in other regions in Spain.

Design/methodology/approach

The technique of conjoint analysis is used to identify the structure of the preferences of cava consumers, and to evaluate how that structure is affected by the inclusion of a message that highlights the regional origin of the product. A survey was conducted among 473 wine buyers in the region of Extremadura (Spain).

Findings

The main findings show that the “region-of-origin” effect is significant for the regional buyer of this type of wine, and that the sales of regional brands of cava would be greater if their regional origin were emphasized by indicating the location of the producer in a prominent place on the label. Moreover, three segments of purchasers differentiated by their preference structure are identified.

Originality/value

The novelty of the study lies in the fact that this PDO is a multiregional designation of origin, and that the technique used, conjoint analysis, is applied not only to determine the buyer’s preference structure, but also to evaluate how that structure is affected when the regional origin of the product is highlighted in the message to the purchaser. This study is of value to academic researchers, wineries managers, and regional governments as it highlights important aspects to design marketing strategies and trade policies.

Details

British Food Journal, vol. 117 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 15 March 2013

Teresa C. Fernandes Ferreira Madureira and Fernando J. Simões de Sousa Nunes

The purpose of this paper is to identify and understand the relevant attributes, extrinsic and intrinsic, that Portuguese consumers value and are relevant in the decision…

Abstract

Purpose

The purpose of this paper is to identify and understand the relevant attributes, extrinsic and intrinsic, that Portuguese consumers value and are relevant in the decision process for choosing wine. Further, the study aims to check possible differences in the valued attributes regarding consumer's involvement level and wine Region Origin.

Design/methodology/approach

The research was designed to identify relevant wine attributes and measure their importance when choosing a wine. In order to achieve this objective and match it with consumers' involvement and wine origin region, 30 Focus Groups were performed, involving 171 consumers from five Portuguese regions of origin.

Findings

The region of origin is the attribute that triggers the process of choosing a wine. Label/back label, price, bottle, brand, and wine varieties are also important clues, nevertheless differently valorised according to consumers' involvement. The less relevant attributes are winemaker/producer information, medals/awards, and overall design. Their importance varies with the degree of consumers' involvement and the wine region of origin. The main intrinsic attributes are flavour and aroma, regardless of involvement level or region of origin. Wine balance, freshness, acidity, colour and body have different perceptions, depending on the regions of origin. Alcohol content and gas are the least valued attributes.

Originality/value

Results allow an extended perspective about the process of buying wine, matching the importance of the relevant attributes with consumers' involvement level and region of origin. The study can contribute to an accurate market‐orientation perspective.

Details

International Journal of Wine Business Research, vol. 25 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 9 November 2010

Biagio Famularo, Johan Bruwer and Elton Li

The purpose of this paper is to identify and examine key areas of the wine consumer's interaction with region of origin, specifically through access to wine information…

5306

Abstract

Purpose

The purpose of this paper is to identify and examine key areas of the wine consumer's interaction with region of origin, specifically through access to wine information, wine knowledge, the auxiliary relationship with wine tourism involvement and the impact this has on the wine buying decision‐making process.

Design/methodology/approach

A conceptual research “model” was developed to set the direction for the development of the research hypotheses and questions. A highly structured questionnaire was administered at a high‐end independent wine retail shop in Sydney, Australia using a convenience sample of 100 randomly selected respondents, all of whom were in the basic wine drinker category or higher. A series of quantitative and qualitative datasets were collected during timeslots spanning 8‐15 minutes per questionnaire.

Findings

The results confirm that as wine knowledge increases together with wine involvement, it develops into a greater understanding of a wine's region of origin, impacting positively on the consumer's wine decision‐making process. A consumer's willingness to interact with wine‐related motivations through wine tourism visitation has a profound effect on the importance of a wine's region of origin, therefore attributing to greater recall of wine region in the wine buying decision‐making process.

Research limitations/implications

Wine education and access to wine information have a strong relationship with increasing a consumer's awareness of wines' region of origin and offer scope to further investigate the importance of in‐store assistance and cellar door staff interaction with consumers. Although both these aspects are considered positively by a statistically significant percentage of the sample study, a relationship does not coexist with the importance of wine region as an aid or attribute for consumers when purchasing wine.

Originality/value

Wine marketing strategies in Australia are beginning to incorporate a complementary product brand relationship with region of origin and the use of regional branding, not only as a point of difference, but as an extension of a wine product's attributes. This study aids in further identifying information regarding regional branding and its relative importance, which could lead to subsequent comprehensive research studies. The research findings may be utilized to provide small‐ to medium‐sized wineries an overview of how they may consider closer interaction between their individual brand and regional branding.

Details

International Journal of Wine Business Research, vol. 22 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 20 February 2020

Pilar Fernández-Ferrín, Belén Bande, David Martín-Consuegra, Estrella Díaz and Elisabeth Kastenholz

This study's main objective is to analyse the role of the consumer's ethnocentrism as a potential segmentation basis and to detect product origin-sensitive groups. The…

Abstract

Purpose

This study's main objective is to analyse the role of the consumer's ethnocentrism as a potential segmentation basis and to detect product origin-sensitive groups. The relationship between the consumer's regional ethnocentrism, local and regional identity and corresponding valuation and purchase of food products from a region is also examined.

Design/methodology/approach

The responses of 358 consumers residing in two Spanish regions are analysed by means of a mediation analysis and a cluster analysis.

Findings

The results suggest the convenience of considering ethnocentric consumer tendencies, also at the regional level, when studying attitudes, valuation, information search and effective purchase of foods of diverse categories and origins.

Originality/value

The main contributions of this work derive from the assessment of consumer ethnocentrism at a subnational level (which is much less present in the literature) and the evidence of its usefulness for segmenting the market and detecting groups of origin-sensitive consumers, which can be useful to companies that produce and market food products in different regions.

Details

British Food Journal, vol. 122 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 3 November 2020

Dalia Abdelwahab, Nadia Jiménez, Sonia San-Martín and Jana Prodanova

This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific…

1802

Abstract

Purpose

This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region.

Design/methodology/approach

The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations.

Findings

After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love.

Originality/value

This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.

Propósito

Esta investigación tiene como objetivo abordar la disponibilidad de los consumidores etnocéntricos para boicotear las marcas de origen dual -en el caso particular de marcas nacionales vinculadas a un origen regional muy específico-, mediante el análisis de la paradoja del (desfavorable) etnocentrismo regional versus la relación (favorable) entre el consumidor y la marca (es decir, la identificación, la confianza y el amor a la marca) en la decisión de los consumidores de comprar o boicotear dichas marcas en esas circunstancias. Partiendo de las teorías de la identidad social y la disonancia cognitiva, este estudio examina la relación del consumidor español con las marcas nacionales originales de Cataluña, considerando las circunstancias conflictivas actuales en la región.

Diseño/método

Los datos se recogieron mediante cuestionarios personales, distribuidos entre 277 consumidores españoles de marcas catalanas de Cava. Los datos se analizaron utilizando modelación de ecuaciones estructurales y relaciones estructurales lineales.

Hallazgos

Después de controlar la familiaridad con la marca, nuestros resultados revelan que el etnocentrismo distorsiona negativamente la confianza de los consumidores en las marcas de origen dual y destaca el papel de la identificación y la confianza como antecedentes del amor por la marca. También revela que el etnocentrismo tiene un impacto más profundo en la decisión de boicotear que el amor por la marca.

Originalidad/valor

Este estudio es uno de los pocos que captura la confusión creada por la naturaleza paradójica de la dualidad del origen de la marca. Además, contribuye a la literatura de marketing al examinar el impacto del etnocentrismo en dos variables relacionales (la identificación y la confianza) y explorar su impacto conjunto en la decisión de los consumidores de comprar o boicotear. Nuestros hallazgos pueden ser útiles para las empresas que se enfrentan al comportamiento de boicot provocado por la reacción etnocéntrica de los consumidores hacia las marcas de origen dual.

Article
Publication date: 8 November 2011

Nathalie Spielmann and Barry Babin

The purpose of this paper is to look at congruence effects between region and origin of producer on wine evaluations, and review if and how these two features are…

715

Abstract

Purpose

The purpose of this paper is to look at congruence effects between region and origin of producer on wine evaluations, and review if and how these two features are evaluated together, to determine authenticity, quality and price perceptions. Is a French wine better because it is made in France, because it is made by a Frenchman, or because a Frenchman made it in France?

Design/methodology/approach

A 2×2 factorial design was devised and 206 Americans were surveyed using empirical methods and online survey data.

Findings

The results show that region and producer are important considerations when consumers evaluate wine. Old world wines are perceived as more authentic regardless of who makes them, but it is also demonstrated that when origin features are incongruent, consumers associate similar quality to wines, but at different prices. Wine dogmatism is shown not to impact wine evaluations.

Practical implications

Marketing the origin of the winemaker rather than just the origin of the wine signals more information to consumers. Incongruence signals higher price points but congruency influences authenticity perceptions. Quality and price perceptions are not moderated by wine dogmatism.

Originality/value

Whereas previous research focused on general wine origin, this paper offers a relevant contribution to the place of origin literature in that it clarifies the relationship between the where and who for wines and how these two features together influence consumer perceptions. For the first time, the concept of wine dogmatism is discussed and a preliminary measurement of the trait is devised.

Details

International Journal of Wine Business Research, vol. 23 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 1 May 1994

Clive Collis, David Noon and Nigel Berkeley

Examines trends in the flows of direct investment to the West Midlandsregion of the UK during the 1980s. An analysis of Invest in BritainBureau data reveals two trends of

394

Abstract

Examines trends in the flows of direct investment to the West Midlands region of the UK during the 1980s. An analysis of Invest in Britain Bureau data reveals two trends of particular interest: the marked increase in the WMR′s share of FDI flows to the UK during the 1980s, and the unusually large flows to the region from EC countries. Two surveys on locational factors revealed the attraction of the WMR as being its central position within the UK and its good national, regional and local communications. The effect of those flows to the WMR was to alter the stock position so that, in 1989, 39 per cent of the stock of FOCs originated from other EC countries and 37 per cent from North America. A survey of 111 of these companies revealed a number of differences between the behaviour of FOCs from the EC and North America: in sectors and functions, employment and training, the sourcing of inputs, export markets and R&D activity. Hypothesizes that many of the differences can be explained by the different vintages of the investments. A major policy implication which arises from the analysis is that the full benefits of FDI to a region take time to build up. Moreover, local policy action may be necessary to capture these long‐term benefits.

Details

European Business Review, vol. 94 no. 2
Type: Research Article
ISSN: 0955-534X

Keywords

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