La comunicazione a supporto delle aziende vitivinicole per la valorizzazione degli spumanti siciliani.

Research output: Contribution to conferenceOther

Abstract

[automatically translated] The positive trend that was registered in the last two years in Italy, both for marketing and for the export of sparkling than the champagne, it can be for Sicilian producers of sparkling wine a springboard to assert their productions on the market. This work, which falls within a broader search on the sparkling Sicilian market, aims to know which development potential can have this product that, although niche, is present mainly on regional markets, but undervalued by the producers themselves. In this survey we want, therefore, to know the role that communication can have as a strategic tool and able to influence consumers in their purchasing decisions To this end, through a questionnaire, specially structured and administered, in two phases, with a sample of consumers of sparkling, forming a focus group, you collected information on the purchasing behavior and influence that some variables have on them, including the price of the product, the store, the brand and the packaging; then, using the coefficient of Spearmann, they have been compared the rankings of preference obtained from the focus groups, in order to ensure that they tally in two sample survey moments. the store, the brand and the packaging; then, using the coefficient of Spearmann, they have been compared the rankings of preference obtained from the focus groups, in order to ensure that they tally in two sample survey moments. the store, the brand and the packaging; then, using the coefficient of Spearmann, they have been compared the rankings of preference obtained from the focus groups, in order to ensure that they tally in two sample survey moments.
Original languageItalian
Pages1-15
Number of pages15
Publication statusPublished - 2010

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