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Historical wines of Portugal: the classification, consumer associations and marketing implications
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Orientador(es)
Resumo(s)
Geographical origin, use of traditional varieties and ancestral viticulture/oenology practices
characterize wines classified as HistoricalWines of Portugal (HWP). This study identifies the
authenticity attributes consumers associate with this classification and assesses the relative strength
of associations. A review of brand authenticity research and interviews with Portuguese wine
producers (n = 3) and consumers (n = 12) were conducted to identify HWP classification attributes.
Strength of attribute association was subsequently evaluated in an online questionnaire with a
convenience sample of Portuguese wine consumers (n = 641), which included a measure of general
wine knowledge and questions about the adequacy of different contexts for HWP purchase and
consumption. Wine knowledge markedly affected the nature and strength of consumer associations.
Compared to Aspirational Explorers, wine connoisseurs emerged as Heritage Gatekeepers, associating
origin, cultural heritage, quality, production and at-home consumption more strongly with HWP,
and tradition, wine age and out-of-home consumption less strongly. Market recognition of HWP
as a novel and distinctive table wine classification, with well-defined and unique attributes, is thus
likely to depend on consumers’ general wine knowledge. Related promotional activities targeting
wine novices should first focus on educating them on HWP classification, whereas those directed at
savvier consumers should emphasize wine authenticity cues instead
Descrição
Palavras-chave
historical wines brand authenticity wine knowledge consumer behavior marketing strategy
Contexto Educativo
Citação
Almeida Costa, A.I.; Marano-Marcolini, C.; Malfeito-Ferreira, M.; Loureiro, V. Historical Wines of Portugal: The Classification, Consumer Associations and Marketing Implications. Foods 2021, 10, 979
Editora
MDPI