| Registro completo |
| Provedor de dados: |
AgEcon
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| País: |
United States
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| Título: |
Connecting Product Attributes with Emotional Benefits. Analysis of a Mediterranean product across consumer age segments
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| Autores: |
Barrena Figueroa, Ramo
Sanchez Garcia, Mercedes
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| Data: |
2007-07-02
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| Ano: |
2007
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| Palavras-chave: |
Wine
Consumer behaviour
Laddering
Emotions
Differentiation
Demand and Price Analysis
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| Resumo: |
Due to a high level of product substitution in the food market, it often proves difficult to strike a balance between supply and demand. This is especially true in sectors with a such high level of competition and product differentiation as the wine producing sector. Faced with the difficulty of differentiating the product in terms of its technical characteristics, quality and price, therefore, a useful alternative is to explore what consumers perceive to be its "emotional benefits", since these have been shown to have a decisive effect on consumer purchasing decisions. For marketing purposes, an understanding of how consumers' personality traits condition their choice of products can help manufacturers to improve their strategic positioning in the market. The aim of this study is to check for the presence of emotional factors in the consumption of wine, a traditional component of the Mediterranean diet, and, if such factors are found, test them for variation across consumer age segments. An understanding of this issue may help the various agents in the distribution chain to differentiate their products, and enable them to set up more effective communication policies to improve their strategic positioning in the market. The study uses the laddering technique to interview wine consumers in Navarra.
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| Tipo: |
Conference Paper or Presentation
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| Idioma: |
Inglês
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| Identificador: |
25943
http://purl.umn.edu/9435
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| Editor: |
AgEcon Search
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| Relação: |
European Association of Agricultural Economists>103rd Seminar, April 23-25, 2007, Barcelona, Spain
103rd EAAE Seminar 'Adding Value to the Agro-Food Supply Chain in the Future Euromediterranean Space'
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| Formato: |
31
application/pdf
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