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Use of scanner data to analyze the table wine demand in the Italian major retailing trade


  • Francesco Torrisi

    (Department of Agricultural Economics and Land Resources, University of Florence)

  • Gianluca Stefani

    (Department of Agricultural Economics and Land Resources, University of Florence)

  • Chiara Seghieri

    (Department of Agricultural Economics and Land Resources, University of Florence)


While the utilization of scanner data for food demand analyses has become increasingly popular in the United States, few food demand studies, and in particular none on table wine, have been conducted using scanner data in Italy. This paper presents a first attempt to estimate a demand system for selected brands of red tetra-packaged, plastic packaged, and bag-in-box table wine using scanner data providing new and useful insights into the marketing of Italian wine. Price and expenditure elasticities of Italian red table wine demand drawn from a linear almost ideal demand system are provided. Results suggest a partially loyal market of table wine, showing a tendency to substitution across brands and a degree of competition among the leading brands. [EconLit citations: Q110, Q130]. © 2006 Wiley Periodicals, Inc. Agribusiness 22: 391-403, 2006.

Suggested Citation

  • Francesco Torrisi & Gianluca Stefani & Chiara Seghieri, 2006. "Use of scanner data to analyze the table wine demand in the Italian major retailing trade," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 391-403.
  • Handle: RePEc:wly:agribz:v:22:y:2006:i:3:p:391-403 DOI: 10.1002/agr.20093

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    References listed on IDEAS

    1. Cotterill, Ronald W. & Haller, Lawrence E., 1994. "Market Strategies in Branded Dairy Product Markets," Research Reports 25149, University of Connecticut, Food Marketing Policy Center.
    2. Peterson, Everett B. & Cotterill, Ronald W., 1998. "Incorporating Flexible Demand Systems in Empirical Models of Market Power," Research Reports 25159, University of Connecticut, Food Marketing Policy Center.
    3. Dhar, Tirtha & Chavas, Jean-Paul & Gould, Brian W., 2002. "An Empirical Assessment of Endogeneity Issues in Demand Analysis for Differentiated Products," Working Papers 201561, University of Wisconsin-Madison, Department of Agricultural and Applied Economics, Food System Research Group.
    4. Langan, Glenn E. & Cotterill, Ronald W., 1994. "Estimating Brand Level Demand Elasticities and Measuring Market Power for Regular Carbonated Soft Drinks," Working Papers 116168, Regional Research Project NE-165 Private Strategies, Public Policies, and Food System Performance.
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    Cited by:

    1. Caracciolo, Francesco & D’Amico, Mario & Di Vita, Giuseppe & Pomarici, Eugenio & Dal Bianco, Andrea & Cembalo, Luigi, 2016. "Private vs. Collective Wine Reputation," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 19(3).
    2. Fioriti, Linda & Diotallevi, Francesco & Marchini, Andrea & Pampanini, Rossella, 2012. "Le problematiche socio-economiche dell'obesità nel sistema agroalimentare: il ruolo della GDO nelle scelte di acquisto e di consumo di frutta e verdura
      [Socio-economic problems of obesity in the ag
      ," MPRA Paper 40479, University Library of Munich, Germany.
    3. Fioriti, Linda & Marchini, Andrea & Diotallevi, Francesco & Pampanini, Rossella, 2012. "Obesity epidemic: the role of retailing sector in promoting fruit and vegetable consumption," MPRA Paper 43279, University Library of Munich, Germany.
    4. Fioriti, Linda & Marchini, Andrea & Diotallevi, Francesco & Pampanini, Rossella, 2012. "Obesity Epidemics: The Potential Role of Retailing Sector in Promoting Fruit and Vegetable Consumption," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144964, International European Forum on Innovation and System Dynamics in Food Networks.
    5. Vitor Joao Pereira Domingues Martinho, 2012. "Consumers behavior of Portuguese wine," Papers 1301.2169,

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