Consumer/taster behavior in wine marketing. A perspective for the italian way of wine

Journal title ESPERIENZE D'IMPRESA
Author/s Giuseppe Festa, Giada Mainolfi
Publishing Year 2013 Issue 2013/1 Language Italian
Pages 23 P. 35-57 File size 460 KB
DOI 10.3280/EI2013-001002
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The comparison with a more careful and demanding consumption on the one hand and with a more international and aggressive competition on the other one pushes wine operators, especially in recent years, to cope with difficult and abnormal market conditions. As wine is an agri-food good with an undoubted evocative potential, it is considered essential in this regard to re-evaluate the study of wine consumer behavior, in order to raise her/him to a full knowledge of the wine product. This work, as a conceptual paper, focuses in particular on the perspective of the consumer as a taster, identifying in information, communication and knowledge of wine, a cultural and commercial path for the generation of a lasting economic value for wine operators, especially in the system of Made in Italy, at the same time making a wise use of the fundamental contribution of the country-of-origin concept. This perspective, furthermore, also allows to propose an innovative combination of wine marketing mix, which can be framed into information (product), evaluation (price), experience (distribution) and education (communication).

Keywords: Consumer behavior, wine consumer, educational marketing, tasting experience, Made in Italy, country-of-origin

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Giuseppe Festa, Giada Mainolfi, Il comportamento del consumatore/degustatore nel Wine Marketing. Una prospettiva per l'Italian Way of Wine in "ESPERIENZE D'IMPRESA" 1/2013, pp 35-57, DOI: 10.3280/EI2013-001002