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Wine culture as a lever for developing new markets: the case of RIOJA
[La culture du vin comme levier de développement de nouveaux marchés : Le cas du RIOJA]

Author

Listed:
  • Gwenaëlle Oruezabala

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université)

  • Cristina Olarte-Pascual

    (UR - Universidad de La Rioja)

  • Eva Reinares-Lara

    (URJC - Universidad Rey Juan Carlos [Madrid])

  • Jorge Pelegrin-Borondo

    (UR - Universidad de La Rioja)

Abstract

Interest in wine generates a general culture about the terroir and the traditions associated with it, which can be called oenoculturality. A quantitative study of a sample of 1126 potential buyers of new wine was conducted in the Spanish region of La Rioja. The cognitive-affective-normative (CAN) model used allowed for the emergence of three market segments: oenoculturalists, inter-oenoculturalists and a-oenoculturalists. These results help to clarify the importance of wine culture in the acceptance of a product innovation and contribute to the identification of new market segments, which allows marketing actions to be considered.

Suggested Citation

  • Gwenaëlle Oruezabala & Cristina Olarte-Pascual & Eva Reinares-Lara & Jorge Pelegrin-Borondo, 2023. "Wine culture as a lever for developing new markets: the case of RIOJA [La culture du vin comme levier de développement de nouveaux marchés : Le cas du RIOJA]," Post-Print hal-04284352, HAL.
    • Handle: RePEc:hal:journl:hal-04284352
    Note: View the original document on HAL open archive server: https://nantes-universite.hal.science/hal-04284352
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    References listed on IDEAS

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    1. Lynnaire Sheridan & Abel Duarte Alonso & Pascal Scherrer, 2009. "Wine tourism as a development initiative in rural Canary Island communities," Journal of Enterprising Communities: People and Places in the Global Economy, Emerald Group Publishing Limited, vol. 3(3), pages 291-305, August.
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    3. Shavitt, Sharon & Barnes, Aaron J., 2020. "Culture and the Consumer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 40-54.
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    More about this item

    Keywords

    wine culture; oeno-culturality; CAN model; new markets; Rioja wine; culture du vin; oeno-culturalité; modèle CAN; nouveaux marchés; vin de Rioja;
    All these keywords.

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