Business and consumer choices in the wine sector

In last years, the world wine market has undergone radical and rapid changes that have modified its productive structure, the type of supply, international trades’ dynamics, the sale chains, and also consumers’ demand and expectations. Starting from these considerations, this thesis aims to investigate the wine sector by both the producer and the consumer point of view, in order to show an overview of the two main actors of winemaking chain. Specifically, this thesis consists of three articles: the first is about entrepreneurial personal motivations for investing in the wine business; the second and the third investigate consumers’ preferences in the act of purchase a bottle wine, paying close attention to product’s attributes and consumption situations that influence wine choice. In order to reach the objective of each study, two different research methods are performed: a qualitative method and a quantitative method.