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2. Influence of coherent context for positioning distinctive and iconic sicilian sparkling wines: effect of a sensorial experience on a gulet
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Ingrassia, Marzia (author), Altamore, Luca (author), Bacarella, Simona (author), Bellia, Claudio (author), Columba, Pietro (author), and Chiron, Stefania (author)
- Format:
- Journal article
- Publication Date:
- 2022-04-26
- Published:
- United States: Routledge (Taylor & Francis Group)
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12586
- Journal Title:
- Journal of International Food & Agribusiness Marketing
- Journal Title Details:
- Online
- Notes:
- 33pgs, Spumante wines produced in Sicily region (southern Italy) have sensorial characteristics significantly different from those produced in other Italian regions, because of the great differences of terroir. Offering a product included in a coherent and consistent context allows consumers to differentiate in the marketplace. The aim of this study is to propose solutions for Sicilian wineries for positioning Sicilian Spumante in the market, based on empirical data. Moreover, it was investigated whether a positive experience in a context consistent with the Sicilian sparkling wines could influence consumers’ consumption intentions. A blind sensory test was performed by 146 expert wine tasters. Opinions regarding sensorial quality, value, and suitable selling place for all wines tasted were investigated. Out-of-context and in-context preferences were analyzed. Development of the unipolar model to describe the stimulus-organism-response (SOR) process was attempted. Findings contribute to experiential marketing actions for other iconic wines and wine regions.