Authors: Amedeo Maizza; Monica Fait; Paola Scorrano; Demetris Vrontis
Addresses: Department of Management, Economics, Mathematics and Statistics, University of Salento, Lecce, Italy ' Department of Management, Economics, Mathematics and Statistics, University of Salento, Lecce, Italy ' Department of Management, Economics, Mathematics and Statistics, University of Salento, Lecce, Italy ' School of Business, University of Nicosia, Nicosia, Cyprus
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.
Keywords: old-new-third region of wine; region/country-of-origin marketing; branding; wine; consumer behaviour; effect.
World Review of Entrepreneurship, Management and Sustainable Development, 2017 Vol.13 No.5/6, pp.521 - 541
Received: 01 Dec 2015
Accepted: 10 Feb 2016
Published online: 04 Sep 2017 *