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Italian wine consumer behaviour and wineries responsive capacity

Giulio Malorgio, Anna Hertzberg and Cristina Grazia

No 44419, 2008 International Congress, August 26-29, 2008, Ghent, Belgium from European Association of Agricultural Economists

Abstract: This paper analyzes habits and motivations behind wine consumption in Italy and focuses on the attributes affecting wine choice, through interviews and a choice experiment approach. We show that consumers are interested in a wide concept of quality, which covers the whole production process. Both the notoriety of the industrial brand and the designation of origin constitute important quality signals. However, the use of the designation of origin to assess quality at the moment of purchase requires a certain level of product knowledge and involvement. Supermarkets and stores play an increasing role in the commercialization of wine on the final market. Nevertheless, the appreciation of private label wines is relatively low. Finally, we provide some observations on how the Italian wineries are equipped toward market requirements, according to the typologies of vertical relationship between the vine growing and the grapevine processing stages, the quantity and quality strategies.

Keywords: Consumer/Household Economics; Food Consumption/Nutrition/Food Safety (search for similar items in EconPapers)
Pages: 12
Date: 2008
New Economics Papers: this item is included in nep-cul and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae08:44419

DOI: 10.22004/ag.econ.44419

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