An analysis of consumers’ perception of the quality of the Etna DOC wine
New Medit, vol 7, n.3, (September 2008), pp. 32-40
Jel classification: Q110
In advanced societies, the behaviour of consumers is very variable and produces continuous change. This is mainly due to socio-economic changes and to modifications in the modern style of living. These evolutionary processes brought about a different approach to the consumption of alcoholic drinks, in particular wine. With reference to wine, two diametrically opposed phenomena have been observed over the last decade. Actually, if on the one hand there has been a reduction in consumption of table wine, on the other hand there has been greater demand for quality wines. Over the last few years, indeed, an increasing attention has been paid to DOC, DOCG and IGT wines (registered designation of origin, registered and guaranteed designation of origin and typical geographical indication, respectively), gathering together elements of quality and of regional specificity. Hence, wine became a source of pleasure with a strong high hedonistic character that is increasingly destined to stir up emotions. In the context of the new food consumption trends, the educated, aware, informed, careful and selective consumer looks for quality as a means of ensuring differentiation, and for those traditions that only a quality product coming from small areas is able to produce. The present paper aims at analysing the perception of the wine quality (Etna DOC) through the application of a conjoint analysis.
wine demand, consumer behavior, quality, conjoint analysis
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