Port wine, an established product a new market: A comparative analysis of perceptions of firms and consumers
Port wine industry can be considered as a case study of the effects of globalization, expressed at diverse levels, such as changes in habits of consumption and lifestyles, that lead to a decrease of consumption rates in the last years. The aim of this paper is to understand how to reverse the downwa...
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| Format: | Article |
| Language: | English |
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Firenze University Press
2019-06-01
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| Series: | Wine Economics and Policy |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S221297741830022X |
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| author | Ana Patricia Silva João Rebelo |
| author_facet | Ana Patricia Silva João Rebelo |
| author_sort | Ana Patricia Silva |
| collection | DOAJ |
| description | Port wine industry can be considered as a case study of the effects of globalization, expressed at diverse levels, such as changes in habits of consumption and lifestyles, that lead to a decrease of consumption rates in the last years. The aim of this paper is to understand how to reverse the downward trend, proposing guidelines to increase Port wine competitiveness in the market. Therefore, the core of this research is to compare perception of wine firms and consumers, regarding the actual image and consumption of Port wine. A qualitative approach was applied including In-depth interviews with the directors of companies (n=20) and two focus groups with young consumers (n=15). Data were transcribed verbatim and content analysed. Results showed convergence between perception of wine firms and consumers regarding Port wine needs to increase its competitiveness in the market. Three main dimensions emerged, as the most important areas to develop: 1) promotion; 2) product adaptation to the market and 3) focus on innovation, mostly regarding the sensory characteristics of beverage, the packaging and the communication to consumers. This study aims to contribute to the growing field of wine marketing, which in special Port wine lacks research. |
| format | Article |
| id | doaj-art-b7aa7a697e3545329810d25a6e2c4ff4 |
| institution | Kabale University |
| issn | 2212-9774 |
| language | English |
| publishDate | 2019-06-01 |
| publisher | Firenze University Press |
| record_format | Article |
| series | Wine Economics and Policy |
| spelling | doaj-art-b7aa7a697e3545329810d25a6e2c4ff42025-08-20T03:57:47ZengFirenze University PressWine Economics and Policy2212-97742019-06-0181596810.1016/j.wep.2019.02.005Port wine, an established product a new market: A comparative analysis of perceptions of firms and consumersAna Patricia Silva0João Rebelo1Department of Economics, Sociology and Management (DESG) for Transdisciplinary Development Studies (CETRAD), University of Trás-os-Montes and Alto Douro (UTAD), Quinta de Prados, 5001-801 Vila Real, Portugal; Eurofins SAM Sensory and Marketing Spain, C/ d`Ausias March, 148-150, 08013 Barcelona, Spain; Corresponding author.Department of Economics, Sociology and Management (DESG) for Transdisciplinary Development Studies (CETRAD), University of Trás-os-Montes and Alto Douro (UTAD), Quinta de Prados, 5001-801 Vila Real, PortugalPort wine industry can be considered as a case study of the effects of globalization, expressed at diverse levels, such as changes in habits of consumption and lifestyles, that lead to a decrease of consumption rates in the last years. The aim of this paper is to understand how to reverse the downward trend, proposing guidelines to increase Port wine competitiveness in the market. Therefore, the core of this research is to compare perception of wine firms and consumers, regarding the actual image and consumption of Port wine. A qualitative approach was applied including In-depth interviews with the directors of companies (n=20) and two focus groups with young consumers (n=15). Data were transcribed verbatim and content analysed. Results showed convergence between perception of wine firms and consumers regarding Port wine needs to increase its competitiveness in the market. Three main dimensions emerged, as the most important areas to develop: 1) promotion; 2) product adaptation to the market and 3) focus on innovation, mostly regarding the sensory characteristics of beverage, the packaging and the communication to consumers. This study aims to contribute to the growing field of wine marketing, which in special Port wine lacks research.http://www.sciencedirect.com/science/article/pii/S221297741830022X |
| spellingShingle | Ana Patricia Silva João Rebelo Port wine, an established product a new market: A comparative analysis of perceptions of firms and consumers Wine Economics and Policy |
| title | Port wine, an established product a new market: A comparative analysis of perceptions of firms and consumers |
| title_full | Port wine, an established product a new market: A comparative analysis of perceptions of firms and consumers |
| title_fullStr | Port wine, an established product a new market: A comparative analysis of perceptions of firms and consumers |
| title_full_unstemmed | Port wine, an established product a new market: A comparative analysis of perceptions of firms and consumers |
| title_short | Port wine, an established product a new market: A comparative analysis of perceptions of firms and consumers |
| title_sort | port wine an established product a new market a comparative analysis of perceptions of firms and consumers |
| url | http://www.sciencedirect.com/science/article/pii/S221297741830022X |
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