Your SlideShare is downloading. ×
OIV ramos, et al, 2011
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

OIV ramos, et al, 2011

326
views

Published on

This presentation got the award for best short presentation on the OIV XXXIV Conference held in 2011 in Porto, Portugal.

This presentation got the award for best short presentation on the OIV XXXIV Conference held in 2011 in Porto, Portugal.

Published in: Business, News & Politics

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
326
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. DIFFERENCES IN THE PERCEPTION OF WINE ATTRIBUTES: A COMPARATIVE VIEW BETWEEN CONSUMERS, PRODUCERS AND INTERMEDIARIES. Paulo Ramos - UFP / FEP-UP F. Vitorino Martins - FEP-UP Hortênsia Barandas - FEP-UP EDGE Research Centre
  • 2. DIFFERENCES IN THE PERCEPTION OF WINE ATTRIBUTES: A COMPARATIVE VIEW BETWEEN CONSUMERS, PRODUCERS AND INTERMEDIARIES.
    • Aim: to measure the gaps in the perceptions of the wine attributes importance between consumers producers and intermediaries.
    • Method: exploratory approach to the evaluation of the main wine dimensions that emerge from the wine consumer’s mind and how it compares with the intermediaries and producers’ perspective.
    • Consumers (594) were asked to rate the importance they give to each attribute on a regular wine-buying occasion (1-9 importance scale) when buying wine on a regular occasion.
    • Producers (143) and intermediaries (77) were asked to rate the same items according to what they felt consumers would give more importance on such occasion.
  • 3. Table 1. Mean differences between consumers, intermediaries and producers
    • A factor analysis extracted eight main factors/variables: only two for intrinsic attributes and six for extrinsic attributes.
    • There’s only convergence between the 3 groups in Acidity and between C/I in aroma and C/P in wine making. The C’s and P’s only differ on region.
    DIFFERENCES IN THE PERCEPTION OF WINE ATTRIBUTES
  • 4. Table 2. Mann-Whitney and Kruskal-Wallis test of similarity between clusters
    • A cluster analysis was made to allow a more thorough analysis of group differences.
    • No similarities between the 6 groups. Acidity shares most similarities followed by Region and Wine making. Price and Advertising do not share any similarity.
    DIFFERENCES IN THE PERCEPTION OF WINE ATTRIBUTES .000 .000 .000 .000 .000 .000 .000 .000 K-W Sig .000 .000 .278 .000 .000 .000 .000 .062 P2 C2 .000 .000 .000 .004 .000 .000 .000 .000 P1 C2 .000 .000 .005 .163 .000 .000 .000 .873 I2 C2 .000 .000 .000 .000 .000 .000 .000 .000 I1 C2 .002 .078 .000 .000 .818 .000 .229 .000 P2 C1 .000 .000 .457 .020 .000 .000 .955 .735 P1 C1 .001 .011 .000 .000 .326 .006 .412 .000 I2 C1 .000 .000 .081 .017 .000 .000 .001 .491 I1 C1 .000 .000 .000 .000 .000 .000 .000 .000 C2 C1 Advertising Press ref. Winemaking Aroma Packaging Price Region Acidity Clusters Pairs of Clusters Mann-Whitney Sig. (2-tailed)
  • 5. Table 3. Clusters proximity matrix of the squared Euclidean distance for intrinsic and extrinsic attributes
    • The distances between groups are much higher on the extrinsic attributes than On the intrinsic attributes.
    DIFFERENCES IN THE PERCEPTION OF WINE ATTRIBUTES
  • 6. Conclusions and implications
    • It was found that consumers do have a distinct and clearer perception over the wine attributes.
    • There is a gap in the perception of wine attributes between the consumers and the producers/intermediaries.
    • There is an opportunity for producers to differentiate themselves based on extrinsic attributes.
    • Producers shouldn’t rely only on the information passed by intermediaries.
    • Producers and intermediaries should increase market research on consumer preferences.
    • Intermediaries should take advantage of being closer to consumers and make a more direct evaluation of their consumers’ preferences.
    DIFFERENCES IN THE PERCEPTION OF WINE ATTRIBUTES