A certain incentive to buy in a reasoned way is revealed against a generalized reduction in the agri-food expenditure of Italian households: less “junk” food, more healthy food. Wine, in the specific case, for its high nutraceutical content, is among healthy foods. The shares of those consuming wine tend to be, though timidly, growing. Thus, a study on the behavior of consumers of wine is particularly useful for tracing a profile as close as possible to the frequent “perfect consumer” of wine. Through a Bivariate Probit Model applied on “Multiscopo” microdata, it is evaluated how some explanatory variables, specifically identified to describe seven thematic dimensions (demographic, economic, geographical, health, food, social and housing), are more or less significantly related to high wine consumption and gender. The emerging information framework can make it possible to build a market segmentation map on which to correctly place the collected points on the arguments and outcomes emerging from the analysis carried out. This will allow you in economic-commercial terms to think about possible marketing strategies that industry operators may adopt to make the wine more attractive to the target consumer.

Le differenze nel consumo di vino: un'analisi di genere

Bozzo Francesco
;
Fucilli Vincenzo
;
Alessandro Petrontino
;
Giacomo Maringelli
;
Girone Stefania
2019

Abstract

A certain incentive to buy in a reasoned way is revealed against a generalized reduction in the agri-food expenditure of Italian households: less “junk” food, more healthy food. Wine, in the specific case, for its high nutraceutical content, is among healthy foods. The shares of those consuming wine tend to be, though timidly, growing. Thus, a study on the behavior of consumers of wine is particularly useful for tracing a profile as close as possible to the frequent “perfect consumer” of wine. Through a Bivariate Probit Model applied on “Multiscopo” microdata, it is evaluated how some explanatory variables, specifically identified to describe seven thematic dimensions (demographic, economic, geographical, health, food, social and housing), are more or less significantly related to high wine consumption and gender. The emerging information framework can make it possible to build a market segmentation map on which to correctly place the collected points on the arguments and outcomes emerging from the analysis carried out. This will allow you in economic-commercial terms to think about possible marketing strategies that industry operators may adopt to make the wine more attractive to the target consumer.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11586/225683
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