Artikel
Port wine, an established product a new market: A comparative analysis ofperceptions offirms 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 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.
- Language
-
Englisch
- Bibliographic citation
-
Journal: Wine Economics and Policy ; ISSN: 2212-9774 ; Volume: 8 ; Year: 2019 ; Issue: 1 ; Pages: 59-68
- Classification
-
Wirtschaft
- Event
-
Geistige Schöpfung
- (who)
-
Silva, Ana Patricia
Rebelo, João
- Event
-
Veröffentlichung
- (who)
-
Elsevier
- (where)
-
Amsterdam
- (when)
-
2019
- DOI
-
doi:10.1016/j.wep.2019.02.005
- Handle
- Last update
-
10.03.2025, 11:44 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Silva, Ana Patricia
- Rebelo, João
- Elsevier
Time of origin
- 2019
Other Objects (12)
A healthy indulgence? Wine consumers and the health benefits of wine
Millennial consumers' wine consumption and purchasing habits and attitude towards wine innovation
Millennial wine consumers: Risk perception and information search
Perception of wine labels by Hong Kong Chinese consumers
European consumers' perception of moderate wine consumption on health
Italian consumers' preferences regarding dealcoholized wine, information and price
Young consumers' preferences for water-saving wines: An experimental study
Horizontal product differentiation with limited attentive consumers
Consumers, product safety standards and international trade
Do consumers value environmental innovation in product?
Horizontal product differentiation with limited attentive consumers
Optimal Liability when Consumers Mispredict Product Usage
A healthy indulgence? Wine consumers and the health benefits of wine
Millennial consumers' wine consumption and purchasing habits and attitude towards wine innovation
Millennial wine consumers: Risk perception and information search
Perception of wine labels by Hong Kong Chinese consumers
European consumers' perception of moderate wine consumption on health
Italian consumers' preferences regarding dealcoholized wine, information and price
Young consumers' preferences for water-saving wines: An experimental study
Horizontal product differentiation with limited attentive consumers
Consumers, product safety standards and international trade
Do consumers value environmental innovation in product?
Horizontal product differentiation with limited attentive consumers
Optimal Liability when Consumers Mispredict Product Usage
A healthy indulgence? Wine consumers and the health benefits of wine
Millennial consumers' wine consumption and purchasing habits and attitude towards wine innovation
Millennial wine consumers: Risk perception and information search
Perception of wine labels by Hong Kong Chinese consumers
European consumers' perception of moderate wine consumption on health
Italian consumers' preferences regarding dealcoholized wine, information and price
Young consumers' preferences for water-saving wines: An experimental study
Horizontal product differentiation with limited attentive consumers
Consumers, product safety standards and international trade
Do consumers value environmental innovation in product?
Horizontal product differentiation with limited attentive consumers