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Il comportamento del consumatore/degustatore nel Wine Marketing. Una prospettiva per l'Italian Way of Wine

Author

Listed:
  • Giuseppe Festa
  • Giada Mainolfi

Abstract

Il confronto con un consumo sempre pi? attento ed esigente da una parte e con una concorrenza sempre pi? internazionale e aggressiva dall?altra spingono gli operatori del comparto vitivinicolo, soprattutto negli ultimi anni, a fronteggiare situazioni di mercato difficili e anomale. Essendo il vino un bene agroalimentare dotato di un?indubbia potenzialit? evocativa, si ritiene fondamentale rivalutare in tal senso lo studio del comportamento del consumatore enoico, al fine di educarlo a una piena consapevolezza del prodotto vino. Questo lavoro, in qualit? di conceptual paper, si concentra in particolare sulla prospettiva del consumatore quale degustatore, individuando nell?informazione, nella comunicazione e nella conoscenza del vino un percorso culturale e commerciale per la generazione di un duraturo valore economico per l?operatore vitivinicolo, soprattutto nel sistema di offerta Made in Italy, facendo allo stesso tempo un sapiente uso del fondamentale contributo del country-of-origin. Tale concezione, peraltro, permette di proporre anche un?innovativa combinazione del wine marketing mix, che potr? coerentemente articolarsi in informazione (prodotto), valutazione (prezzo), esperienza (distribuzione) ed educazione (comunicazione).

Suggested Citation

  • Giuseppe Festa & Giada Mainolfi, 2013. "Il comportamento del consumatore/degustatore nel Wine Marketing. Una prospettiva per l'Italian Way of Wine," ESPERIENZE D'IMPRESA, FrancoAngeli Editore, vol. 2013(1), pages 35-57.
    • Handle: RePEc:fan:eieiei:v:html10.3280/ei2013-001002
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    References listed on IDEAS

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