Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/194551
Authors: 
Scozzafava, Gabriele
Gerini, Francesca
Dominici, Andrea
Contini, Caterina
Casini, Leonardo
Year of Publication: 
2018
Citation: 
[Journal:] Wine Economics and Policy [ISSN:] 2212-9774 [Volume:] 7 [Year:] 2018 [Issue:] 2 [Pages:] 140-152
Abstract: 
In a world characterized by a significant evolution in wine consumption, Protected Designations of Origin (PDO) wines have constituted a valid strategy of marketing and competitiveness for producers. In 2014, the Consorzio Vino Chianti Classico created the "Chianti Classico Gran Selezione" DOCG (Denominazione di Origine Controllata e Garantita) to strengthen and expand the quality range of its productions. This is a new typology of Chianti Classico placed at the top of the quality production pyramid. The aim of this study is to verify whether the introduction of a higher-tier certification within a PDO denomination can represent an effective strategy to leverage brand value and strengthen the relationship between quality production and territory. With this purpose in mind, we performed a choice experiment on Italian wine consumers. A Latent Class Model allowed us to identify three distinct classes of consumers that differ in their preferences for price and PDO. Moreover, we performed a Chi-squared Automatic Interaction Detection technique and a Principal Component Factor Analysis for describing these classes according to consumers' attitudes and personal characteristics. Our results show the existence of a segment that appreciates the introduction of the new label and therefore support the effectiveness of developing this strategy.
Subjects: 
Chianti
Choice experiment
Market share
PDO wine
Segmentation
Persistent Identifier of the first edition: 
Creative Commons License: 
https://creativecommons.org/licenses/by-nc-nd/4.0/
Document Type: 
Article
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