In order to face the increasing competition in the global wine sector, the European Union is bringing into action a new Common Market Organization (CMO), which will be applied for the first time in its entirety only since the productive campaign 2009/2010. Therefore, it is fundamental to predict how the different markets will react to these changes, analysing, among other elements, the factors, which have been recently influencing consumers’ loyalty towards wine attributes. In particular, the purpose of the present work is to understand how the new CMO will impact preferences of Italian wine consumers, by observing loyalty levels to the purchases of wine made by a representative sample of the population in the retail sector (35% of sales by volume and 60% by value in 2008). The purchases have been recorded for six years (2003-2008), but they have been split in two three-year periods: 2003-2005 and 2006-2008. Loyalty levels towards three product attributes (prices, formats and quality designations) for the two three-year periods are separately calculated and subsequently confronted.

Should the Italia wine sector be worried about the new Common Market Organization? / L.Casini; A.M.Corsi. - STAMPA. - (2009), pp. 1984-1985. (Intervento presentato al convegno 2nd Annual EuroMed Conference of theEuroMed Academy of Business tenutosi a Salerno nel 26-28 ottobre 2009).

Should the Italia wine sector be worried about the new Common Market Organization?

CASINI, LEONARDO;
2009

Abstract

In order to face the increasing competition in the global wine sector, the European Union is bringing into action a new Common Market Organization (CMO), which will be applied for the first time in its entirety only since the productive campaign 2009/2010. Therefore, it is fundamental to predict how the different markets will react to these changes, analysing, among other elements, the factors, which have been recently influencing consumers’ loyalty towards wine attributes. In particular, the purpose of the present work is to understand how the new CMO will impact preferences of Italian wine consumers, by observing loyalty levels to the purchases of wine made by a representative sample of the population in the retail sector (35% of sales by volume and 60% by value in 2008). The purchases have been recorded for six years (2003-2008), but they have been split in two three-year periods: 2003-2005 and 2006-2008. Loyalty levels towards three product attributes (prices, formats and quality designations) for the two three-year periods are separately calculated and subsequently confronted.
2009
2nd Annual EuroMed Conference of the EuroMed-Academy-of-Business Location: Univ Salerno, Salerno, ITALY Date: OCT 26-28, 2009
2nd Annual EuroMed Conference of theEuroMed Academy of Business
Salerno
26-28 ottobre 2009
L.Casini; A.M.Corsi
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Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/595186
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