TY - JOUR
T1 - Old, new and third wine regions
T2 - A consumer perspective
AU - Maizza, Amedeo
AU - Fait, Monica
AU - Scorrano, Paola
AU - Vrontis, Demetris
PY - 2017
Y1 - 2017
N2 - Wine businesses operate in a competitive environment, characterised by shifting consumer behavioural trends and the rise of new players (Third Region countries). An extensive theoretical research is initially performed, intending to examine the various aspects regarding wine consumer purchase behaviour. Subsequently, an empirical survey is performed, with the gathered data processed with both descriptive and multivariate statistical techniques. The empirical research evaluated the theoretically identified variables in the context of the new competitive conditions that characterise the wine-growing sector today. The research has identified five 'macro-themes' explaining the perception of the generic product 'wine'; two different clusters of countries presenting homogeneities in terms of their consumers' purchase attitudes; and three consumer-behaviour-defining elements implicitly linked to marketing and branding approaches. The research has identified trends which add to the comprehension of consumer behaviour and offer valuable guidance for the development and implementation of corresponding strategies in the wine business sector.
AB - Wine businesses operate in a competitive environment, characterised by shifting consumer behavioural trends and the rise of new players (Third Region countries). An extensive theoretical research is initially performed, intending to examine the various aspects regarding wine consumer purchase behaviour. Subsequently, an empirical survey is performed, with the gathered data processed with both descriptive and multivariate statistical techniques. The empirical research evaluated the theoretically identified variables in the context of the new competitive conditions that characterise the wine-growing sector today. The research has identified five 'macro-themes' explaining the perception of the generic product 'wine'; two different clusters of countries presenting homogeneities in terms of their consumers' purchase attitudes; and three consumer-behaviour-defining elements implicitly linked to marketing and branding approaches. The research has identified trends which add to the comprehension of consumer behaviour and offer valuable guidance for the development and implementation of corresponding strategies in the wine business sector.
KW - Branding
KW - Consumer behaviour
KW - Effect
KW - Old-new-third region of wine
KW - Region/country-of-origin marketing
KW - Wine
UR - http://www.scopus.com/inward/record.url?scp=85029484539&partnerID=8YFLogxK
U2 - 10.1504/WREMSD.2017.086300
DO - 10.1504/WREMSD.2017.086300
M3 - Article
AN - SCOPUS:85029484539
SN - 1746-0573
VL - 13
SP - 521
EP - 541
JO - World Review of Entrepreneurship, Management and Sustainable Development
JF - World Review of Entrepreneurship, Management and Sustainable Development
IS - 5-6
ER -