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.
2016
8
107
114
Scozzafava, Gabriele; Contini, Caterina; Costanigro, Marco; Casini, Leonardo
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Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/1041035
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