Abstract

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.

Autore Pugliese

• Fait Monica Maria Elena , Scorrano Paola , Maizza Amedeo

Tutti gli autori

• Fait M. , Maizza A. , Scorrano P. , Vrontis D.

Titolo volume/Rivista

WORLD REVIEW OF ENTREPRENEURSHIP, MANAGEMENT AND SUSTAINABLE DEVELOPMENT

Anno di pubblicazione

2017

ISSN

1746-0573

ISBN

Non Disponibile

Numero di citazioni Wos

Nessuna citazione

Ultimo Aggiornamento Citazioni

Non Disponibile

Numero di citazioni Scopus

Non Disponibile

Ultimo Aggiornamento Citazioni

Non Disponibile

Settori ERC

Non Disponibile

Codici ASJC

Non Disponibile