The wine-growing sector is probably the area of agriculture that best expresses the binomial of production quality-territorial identity. In fact, the identification of agricultural production with the territory, its peculiarities and its atmospheres generates a relationship that is mutually advantageous and that the consumer perceives and values. This binomial is the basis that has generated the PDOs, which represent a winning solution for the success of productions that are otherwise fragmented and have little market “recognisability”. A current debate that has spread to various wine-growing areas questions the advisability of introducing sub-zoning based on quality levels in order to better promote the typical characteristics of each territory. The objective of this paper is to verify whether the strategy of sub-zoning based on the quality diversification of productions could constitute an appropriate tool to further promote a territory's productions. Towards this end, we have developed a discrete choice experiment to compare a new Chianti Classico DOCG type of excellence with other 4 DOCG Tuscan Sangiovese wines. The results show that introducing this new typology into a territory that has already been awarded the DOCG certification can represent a valid development strategy for the firm, as well as for territories.
Consumer Response to Quality Differentiation Strategies in Wine PDOs / Scozzafava, Gabriele; Contini, Caterina; Costanigro, Marco; Casini, Leonardo. - In: AGRICULTURE AND AGRICULTURE SCIENCE PROCEDIA. - ISSN 2210-7843. - ELETTRONICO. - 8:(2016), pp. 107-114. [10.1016/j.aaspro.2016.02.014]
Consumer Response to Quality Differentiation Strategies in Wine PDOs
SCOZZAFAVA, GABRIELE;CONTINI, CATERINA;CASINI, LEONARDO
2016
Abstract
The wine-growing sector is probably the area of agriculture that best expresses the binomial of production quality-territorial identity. In fact, the identification of agricultural production with the territory, its peculiarities and its atmospheres generates a relationship that is mutually advantageous and that the consumer perceives and values. This binomial is the basis that has generated the PDOs, which represent a winning solution for the success of productions that are otherwise fragmented and have little market “recognisability”. A current debate that has spread to various wine-growing areas questions the advisability of introducing sub-zoning based on quality levels in order to better promote the typical characteristics of each territory. The objective of this paper is to verify whether the strategy of sub-zoning based on the quality diversification of productions could constitute an appropriate tool to further promote a territory's productions. Towards this end, we have developed a discrete choice experiment to compare a new Chianti Classico DOCG type of excellence with other 4 DOCG Tuscan Sangiovese wines. The results show that introducing this new typology into a territory that has already been awarded the DOCG certification can represent a valid development strategy for the firm, as well as for territories.File | Dimensione | Formato | |
---|---|---|---|
Procedia_quality wine.pdf
Accesso chiuso
Descrizione: Procedia_Quality Differentiation
Tipologia:
Pdf editoriale (Version of record)
Licenza:
Tutti i diritti riservati
Dimensione
103.01 kB
Formato
Adobe PDF
|
103.01 kB | Adobe PDF | Richiedi una copia |
I documenti in FLORE sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.