Study of growth opportunities for Sicilian sparkling wine market by a Simple Correspondence Analysis and a Focus Group

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Abstract

Sicilian territory vocation to the production of wines is a prerequisite needed to ensure a largevariety of high quality products, very appreciated by national and international markets. Indeed,Sicily produces sparkling wines since the past century and now there are 21 Sicilian wineriesthat produce high quality sparkling wines. Currently, Sicilian sparkling wines are sold in thelocal market, however, customer penetration is still low due to a lack of communication andadvertising. This paper is divided in two parts and aims to investigate through an experimentalsurvey, possible growth opportunities for Sicilian sparkling wines market. In the rst part weapplied the Simple Correspondence Analysis (SCA), to data collected by a questionnaire given toa sample of consumers participant to a blind tasting, in order to know, on the basis of an opinionon taste, the structure of dependence among the types of sparkling wines tasted, the prices andthe places of purchase. In the second part, through the Focus Group technique (respondentswere a sub-sample of the participants to the blind tasting), we examined the preferences of thegroup and its perception about taste, price and place of purchase for the sparkling wines tasted.
Lingua originaleEnglish
pagine (da-a)51-73
Numero di pagine23
RivistaENOMETRICA
VolumeVolume 3, number 2, September 2010
Stato di pubblicazionePublished - 2010

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