Influence of Coherent Context for Positioning Distinctive and Iconic Sicilian Sparkling Wines: Effect of a Sensorial Experience on a Gulet

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2022-03-15 DOI:10.1080/08974438.2022.2064386

M. Ingrassia, L. Altamore, S. Bacarella, C. Bellia, P. Columba, S. Chironi

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引用次数: 4

Abstract

Abstract Spumante wines produced in Sicily region (southern Italy) have sensorial characteristics significantly different from those produced in other Italian regions, because of the great differences of terroir. Offering a product included in a coherent and consistent context allows consumers to differentiate in the marketplace. The aim of this study is to propose solutions for Sicilian wineries for positioning Sicilian Spumante in the market, based on empirical data. Moreover, it was investigated whether a positive experience in a context consistent with the Sicilian sparkling wines could influence consumers’ consumption intentions. A blind sensory test was performed by 146 expert wine tasters. Opinions regarding sensorial quality, value, and suitable selling place for all wines tasted were investigated. Out-of-context and in-context preferences were analyzed. Development of the unipolar model to describe the stimulus-organism-response (SOR) process was attempted. Findings contribute to experiential marketing actions for other iconic wines and wine regions.

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连贯的语境对定位独特和标志性的西西里起泡酒的影响：感官体验对葡萄酒的影响

摘要西西里地区（意大利南部）生产的Spumante葡萄酒由于风土差异很大，其感官特征与意大利其他地区生产的葡萄酒明显不同。提供包含在连贯一致的环境中的产品可以让消费者在市场中脱颖而出。本研究的目的是根据经验数据，为西西里酒厂在市场上定位西西里Spumante提出解决方案。此外，还调查了与西西里起泡酒一致的积极体验是否会影响消费者的消费意愿。由146名专业品酒师进行了一项盲感官测试。对所有品尝过的葡萄酒的感官质量、价值和合适的销售地点进行了调查。分析了上下文外和上下文内的偏好。尝试开发单极模型来描述刺激-机体反应（SOR）过程。研究结果有助于其他标志性葡萄酒和葡萄酒产区的体验式营销行动。

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.