ANALISI DELLA STRUTTURA E DELL'EVOLUZIONE DEI CONSUMI "PERSONALI" DELLE FAMIGLIE ITALIANE

Studio di alcuni aspetti dell’Enoturismo in Sicilia.

Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector

The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni…

SENSORY EVALUATION AND SUITABILITY FOR FRESH-CUT PRODUCE OF WHITE PEACH [PRUNUS PERSICA (L.) BATSCH] 'SETTEMBRINA DI BIVONA'

‘Settembrina di Bivona’ peaches were cut into slices to assess their suitability as fresh-cut produce. Untreated (control) and treated with calcium lactate fresh cut slices were closed in plastic boxes for 24 hours (T1) or five days of storage (T2) at 5°C, and then placed at 20°C to assess consumers’ liking. Soluble solids content, titratable acidity, firmness and pH were measured. A sample of n = 750 consumers was selected taking into consideration three variables: age (from 25 to 55 years old), professional status (employed) and aptitude to buy fresh-cut fruit for personal use. A systematic sampling was used, with a detection point based in a properly selected supermarket during t…

The Wine Influencers: Exploring a New Communication Model of Open Innovation for Wine Producers—A Netnographic, Factor and AGIL Analysis

Wine Influencers (WIs) represent a new type of independent third party endorsers that are progressively establishing themselves within social networks. This study analyzes the characteristics of the activity of WIs and the communication model used via Instagram. Netnographic Analysis, Factor Analysis and AGIL methods were applied. The results show five Key-findings within specific relationships established during discussions: advice from Wine Influencers and generalized reciprocity in relationships

Wine Consumer Preferences and Attitude in Colombia

During the last third of the twentieth century the world wine market became significantly competitive. Consumption declined in the traditional wine producing and consuming countries, while competition emerged from such 'New World' nations as the United States, Australia and Chile, and prosperous consumers chose quality rather than quantity in consumption (Bisson L. F. et al., 2002). Over the last decade, the wine industry has become increasingly globalized (Velikova N. et al., 2013). Global outlook of wine market is characterized by a supply higher than demand, which results in an even more competitive environment. Many wine producers look for new opportunities to increase their sales and e…

Assessing preferences of some predefined consumer profiles for attributes of small fruit

Small fruit (commonly referred to as berries), represents a potential high-value niche-market crop in Italy. This fruit grows naturally in many localities of northern Italy, but favorable environmental conditions for this crop can be found also in southern regions where this production may support local farmers' incomes. According to literature and to official statistics, small fruit's health benefiting properties are well known in the international market, but little is known about the reason of a low commercialization rate of fresh small fruit in Italy. The objective of this study was to assess, in the domestic market, consumer preferences for small fruit according to consumer rankings ap…

CONFRONTO FRA CURVE NORMALI DI ORDINE "a" E "p".

Soil Carbon Budget Account for the Sustainability Improvement of a Mediterranean Vineyard Area

Sustainable viticulture is suggested as an interesting strategy for achieving the objectives of global greenhouse gas (GHG) emission reduction in terms of mitigation and adaptation. However, knowledge and quantification of the contribution of sustainable vineyard management on climate change impact are needed. Although it is widely assessed by several authors that the agricultural stage has a great impact in the wine chain, very few studies have evaluated the greenhouse gas emission in this phase including the ability of soil to sequester carbon (C) or the off-farm C loss by erosion. This work aimed to provide a vineyard carbon budget (vCB) tool to quantify the impact of grape production on…

Sensory quality and suitability for conservation of fresh-cut peach (cv Settembrina of Bivona)

La comunicazione: un valido strumento per la competitività delle aziende vitivinicole

In the last few years, wine market was characterized by fast changes because of significant changes in consumers’ eating habits and lifestyles that, consequently, impacted wine consumption and demand. In this scenario, wine producers that want to win competitors must definitely be market-oriented. For wine producers, to be competitive means to focus on strategic business decisions, to keep the brand in the market, to increase new consumer segments and to move towards a diversified production that points to research and innovation, looking constantly for quality. Communication is nowadays one of the main strengths of competitiveness and especially strategically-market-oriented wine producers…

Wine and quality. A cluster anlysis to assess certain representative aspects relating to the quality

This research, in which the technique of Cluster Analysis is used, will provide information on how wine producers can evaluate certain characteristics (variables) of their product more widely associated as indicative of quality. The analysis identified homogeneous groups containing within them other, related variables, which can be considered similar. Those attributes which are by themselves most representative of the product's quality are also highlighted. Finally, the cluster analysis made it possible to comment on the behaviour of producers, and looking at how they seek to meet market expectations based on their knowledge of customer's habits in the buying and consuming of wine.

Il controllo statistico di processo nell'ambito della direttiva 89/106/CEE

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

Sicilian territory vocation to the production of wines is a prerequisite needed to ensure a large variety 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 wineries that produce high quality sparkling wines. Currently, Sicilian sparkling wines are sold in the local market, however, customer penetration is still low due to a lack of communication and advertising. This paper is divided in two parts and aims to investigate through an experimental survey, possible growth opportunities for Sicilian sparkling wines market. In the rst part we applied the Simple Correspondenc…

STUDY ON CONSUMERS' BEHAVIOR CONCERNING BERRIES CONSUMPTION IN ITALY

In Italy, the cultivated land of berries shows a positive trend, nevertheless berries still remain a productive segment of niche and luxury in the Italian agri-food system. In the world, the interest for these productions is high for their healthy aspects that have a strong appeal to the consumers. The objectives of this study are to know the consumers behavior of berries and the determinants of purchase in Italy in order to improve the management of the producing and retailers companies for increase the competitiveness of the supply chain. The results obtained through a multivariate analysis show some difference among the consumers interviewed. The most important results of this study is t…

Wine and Women: A Focus on Feminine Consumption of Wine

Continuous evolution of modern society provides changes in lifestyle and consumption habits, consequently reflecting on food consumption, where we can include the wine. In this context, even for wine there have been changes from the past to today, driving more and more consumers to think about this product less and less as a beverage and an more as a hedonistic and refined product. Relationship with wine changed also at generational and social level and women become interested and passionate consumers, aware of its quality; often also with a great role in the wine world choosing jobs like wine-sellers, producers, sommeliers or oenologist. Wine by the feminine side means the pleasure of enjo…

The role of Palermo’s wine shops in the business of quality wine

In the last few years, due to changes of consumers’ eating habits “quality wine” (“DOCG” – Designation of Origin Guaranteed, “DOC” – Designation of Origin, “IGT” – Typical Geographic Indication) demand has significantly changed. Wine, no longer considered only as an alcoholic drink, it now represents something that needs to satisfy the consumer’s desire of wellness and wellbeing. The evolution of wine sector, primarily related to consumer’s changes in eating habits and lifestyles, has also impacted some area of the supply chain as product distribution and sales. This growing business, characterized by having different types of distribution channels that cover demand of wine at different con…

Confronto fra curve normali di ordine "a" e "p"

The Brand-Land Identity of Etna Volcano Valley Wines: A Policy Delphi Study

This is the first study on the brand–land link for quality wines with a strong identity produced in extreme territories using the Policy Delphi methodology. The objective of this study is to assess the existence of a relationship between the wine brand and the territory of origin for wines produced in the Etna valley in Sicily (southern Italy). Awareness among producers and stakeholders of the recognizability of local wines by the market was investigated. Moreover, the forecasts/reliability, issues/importance, options/feasibility, and goals/desirability of development factors for wines with a brand–land link in the Etna valley were analyzed. The results were used to design a mod…

Study of the Importance of Emotional Factors Connected to the Colors of Fresh-Cut Cactus Pear Fruits in Consumer Purchase Choices for a Marketing Positioning Strategy

Cactus pear has always aroused curiosity because of its shape and its particular structural characteristics (plate and spiny clatodes, oval fruits of different colors and flowers of an enchanting beauty). This plant evocates the territory where it grows, characterized by a sub-tropical climate, which in Europe is represented by the region of Sicily (Southern Italy), that is one of the main producers of the Mediterranean area. Sicily has three native cultivars with different colors of the fruit: red, yellow and white. The variety with the yellow fruit is the most widespread, although all of them are commercialized. The chromatic variety of these fruits might be an important element of attrac…

La valutazione di alcune cartteristiche del "prodotto vino" come indicatori di qualità mediante la Cluster Analysis

Consumer preferences for fig fruit (Ficus carica L.) quality attributes and postharvest storage at low temperature by in-store survey and focus group

Fig (Ficus carica L.) is cultivated mainly in southern Italy and in several countries of the Mediterranean area. According to official statistics the quantities of fresh fig placed on domestic market are low, though the home consumption is known to be relatively high in summer. The objective of this study was to discover consumers’ preferences for sensory, quality attributes of fresh fig and primary drivers of liking, in order to enhance fruit marketing value. An in-store consumer test and two focus groups were carried out to assess preferences in regards to fresh figs after 3 and 7 days of storage at low temperature: the selected sensory, intrinsic and extrinsic attributes were ranked by c…

Influence of an evoked pleasant consumption context on consumers’ hedonic evaluation for minimally processed cactus pear (Opuntia ficus-indica) fruit

Awareness of the need to consider a consumption context when measuring the consumer's hedonic evaluation of a food product led researchers to investigate differences among responses given by consumers in different contexts. Previous studies measured the effects of evoking a consumption context, by using photographs or a written scenario, on hedonic evaluations of consumers for food products. This study investigated the influence of evoking a consumption context on hedonic evaluation of minimally processed cactus pear (Opuntia ficus-indica) fruit, using pictures and memories of pleasant personal experiences. A hedonic scale method for measuring food preferences was used. Hedonic evaluation o…

6. Consumption of pasta in Italy: factors affecting preferences

Study of Wine Producers' Marketing Communication in Extreme Territories - Application of the AGIL Scheme to Wineries Websites Features

This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e. adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Also, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories helping environment…

Indagine campionaria sull'attività sportiva degli studenti universitari palermitani. Aspetti sociali e motivazioni dell'abbandono.

Circular economy and agritourism: a sustainable behavioral model for tourists and farmers in the post-COVID era.

Introduction: In recent years, issues related to environmental and ecosystem protection have been given greater consideration than in the past. The goal of adopting sustainable development models is vigorously pursued in the European Union and is reflected concretely in the new Common Agricultural Policy 20232027. The circular economy can certainly be an emerging economic response that can eectively replace growth models centered on a linear view. Agriculture and tourism are two crucial sectors where the “green transition” should be encouraged to help achieve sustainability goals through economic circularity. Agritourism’s activity may be relevant in contributing to a behavioral change based…

Use of sequentially inoculation of Saccharomyces cerevisiae and Hanseniaspora uvarum strains isolated from honey by-products to improve and stabilize the quality of mead produced in Sicily

Mead is a beverage produced by alcoholic fermentation of honey-must. The starter yeasts that are commonly used for the alcoholic fermentation of honey-must are oenological Saccharomyces cerevisiae strains. The objective of the present work was, for the first time, to apply yeasts of honey by-products origin to evaluate the influences the taste-olfactory attributes of mead. For this purpose, three experimental productions were set up, which included: (i) single inoculation of S. cerevisiae; (ii) single inoculation of Hanseniaspora uvarum; (iii) sequential inoculation of H. uvarum/S. cerevisiae. Two control trials were performed, using a commercial strain of S. cerevisiae of oenological origi…

Food and religion in sicily—a new green tourist destination by an ancient route from the past

The Francigena Way (Via Francigena) is a long international itinerary that was awarded recognition as a Culture Route of the Council of Europe. It starts in Canterbury (UK), touches 13 European regions and ends in Rome. An ancient track of this route is in Sicily (Southern Italy), and its name is Magna Via Francigena (Great Francigena Way). This track is a pilgrimage route that connects two ancient port cities, Palermo and Agrigento, passing through internal rural territories that now deal with the exodus of population from rural to urban areas. The route passes through the Sicilian territory named “Upper-Belìce corleonese”, a rural area around the city of Corleone (a little village known w…

Traceability and Labelling of Food Products from the Consumer Perspective

Traceability of food products plays an important role in improving value chain processes of businesses and their reputation in the marketplace. In the past few years, consumers' concerns about food quality and personal health have been closely related to a continuous improvement of traceability systems and government regulation. Labeling of food products is a very important tool for consumers to acquire information about the quality of food, particularly at the purchase decision stage of the buying process. The objective of this research is to know consumers' preferences in regards to information contained in food labels. More particularly, this study focuses on what information is required…

Estimation of Role of Sicilian Region on Production of Quality Wines. A Comparison between the Best Sicilian and Italian Wines by Using Influential Wine Guides

Abstract Sicilian region (Southern Italy) has always been the larger Italian wine producer, because of their terroir (i.e. climate, soil and cultivar) and the extension of the vineyard area. For a long time, in the past, Sicilian vineyards produced only wine for blending or for bulk wine consumption. However, the quality of wine production in the Sicilian region has raised significantly over the past years, due to numerous factors, including, primarily, the development of manufacturing techniques, the major business investments of wineries, and the better legislation for protection of quality wines. These factors, combined with producers' targeted marketing strategies and actions, have grea…

Wine label design as a strategic tool to attract consumers. A marketing study to know wine product positioning

Italian Consumers’ Preferences for Pasta and Consumption Trends: Tradition or Innovation?

The aim of this study is to know Italian consumers’ preferences for Pasta and consumption habits. Food culture and concerns about food security and product innovation were investigated. A sample of Italian consumers was interviewed. Consumer’ profile, motivations and purchasing behavior were described. Relationships between observed variables and the latent constructs that explain the preferences were highlighted. There is asymmetric information between consumers and producers. Consumers believe Pasta is made with Italian grains, and therefore it is healthy and safe, although that’s not always the case. Intrinsic and extrinsic high quality, which derives from growing and production technolo…

The behaviour of non consumer of organic food: suggestions on marketing strategies to attract new market segments

Oggi le produzioni agricole biologiche sono in netta crescita sia a livello internazionale che nazionale. Tra le regioni italiane la Sicilia rappresenta la principale area di produzione e si colloca all’ultimo posto relativamente ai consumi. Attraverso un’indagine pilota nella citta di Palermo, si e voluto indagare, sui motivi del mancato acquisto di prodotti biologici per comprendere quali sono le leve del marketing mix su cui e possibile intervenire per attrarre nuovi segmenti di mercato. L’indagine e stata realizzata intervistando un campione di non-consumatori di alimenti biologi presso alcuni supermercati della citta. I campioni, degli intervistati e dei supermercati, sono stati selezi…

Wine and Legality: A Survey to Know the Consumer Opinions on the Activities of Sicilian Wine Companies Operating on Lands Confiscated from the Mafia

In the European Union, since the mid-90s with the new Common Agricultural Policy (CAP) the term agriculture was joined to that of multifunctionality, as stated in the second pillar of the CAP, because the agricultural sector was placed in front of new challenges, attributing to the development policies of this sector a role of backbone for the economy of all rural areas with low capacity to achieve economic diversification. Actually, with the multifunctionality, the agricultural sector is no longer considered, only, the one which produces food goods, but also it has new and different functions, including those of preserving the environment and the rural landscape and to support the socio-ec…

QUALITÀ SENSORIALE E IDONEITÀ ALLA CONSERVAZIONE DELLA PESCA CV SETTEMBRINA DI BIVONA

Women of wine in Sicily: analysis of their role, motivation and work

Recent surveys on female employment show that, in Italy, the number of Women Entrepreneurs has constantly increased. This work aims to study the "Women of Wine" in Sicily, those entrepreneurs or managers who hold leadership and decision-making roles within the wineries, focusing on age, qualification, type of activity, motivations that led to undertake the task, difficulties encountered, and also on changes made by women in the firm. By calculating the coefficient of contingency we intended to measure the association between some factors of development of women-run wineries in Sicily, namely between professional characteristics of women managers deemed most important for this investigation,…

Is Environmental Sustainability Also “Economically Efficient”? The Case of the “SOStain” Certification for Sicilian Sparkling Wines

The Italian wine industry is strongly committed to sustainability. Among the numerous sustainability certifications and programs implemented in Italy for the wine sector, SOStain is the oldest at the regional level. The SOStain Foundation promotes the voluntary application of a sustainability program, developed in 2010 in Sicily (Southern Italy). The requirements of the SOStain specifications are connected to the new CAP 2023–2027 objectives; therefore, companies preparing for the new challenges of future winemaking might be interested in joining the SOStain Foundation for greening production practices. The objective of this study was to learn producers’ and consumers’ opinions about motiva…

Interactions between Street Food and Food Safety Topics in the Scientific Literature—A Bibliometric Analysis with Science Mapping

Street food (SF) consists of ready-to-eat food prepared and sold on the street. This food constitutes the food traditions of local populations in many countries of the world. SF characterizes a large number of cities around the world, from New York to Paris, from Palermo to cities of North Africa, China, India and Japan. SF is inexpensive and prepared following traditional methods that meet local consumer preferences, culinary culture and lifestyles. Moreover, SF allows a unique experience for tourists who also want to experience a destination through traditional food consumed on the street together with the locals. Nevertheless, SF is linked to several health hazards. Hence, several studie…

Studio di alcuni aspetti della domanda di arance bionde mediante la Cluster Analysis. Il Caso delle arance di Ribera dop e possibili strategie di mercato

In a time of evolution of demand towards new features and new functions for food, both producers and consumers focus more and more on human health and on environmental protection. The citrus industry has not escaped these changes in demand, also because of the eu policies that have led to greater use of the processed product at the expense of fresh one. Sicily, which for these productions has higher quality standards than its competitors, aims to develop the sector, with investments in promotion, brand protection and quality certifications, with the introduction of the dop "Arancia di Ribera". In this context Sicilian producers of oranges are aware that it's very important to pay attention …

JIFAM Special Issue on Experiential Marketing: Perspectives from the International Agro-food Sector

Globalization in the food sector has increased over the past few decades, resulting in consumers finding little differentiation between food products, and consumers who are less loyal to the brand. To help overcome this problem, food companies are trying to shift the consumer’s attention from the product itself toward other elements, such as the experience they have with the brand/product and the emotions that derive from it, through Experiential Marketing. The rise of Experiential Marketing has led to businesses advertising and selling their offerings based on experiences rather than just the characteristics and quality of the product, meaning consumers are increasingly motivated by emotio…

Visitor’s Motivational Framework and Wine Routes’ Contribution to Sustainable Agriculture and Tourism

Wine Routes develop inside the larger context of wine tourism (WT), which is increasingly important for rural communities. Italy is one of the most important countries in the world for wine production and tourism. Sicily is one of the leading regions in Italy for wine production and wine tourists. This study focuses on the Sicilian wine routes (SWRs) and gives an excursus of their development during the last ten years, highlighting strengths and weaknesses. Moreover, the study wants to make an attempt to bridge the existing gap in the literature and highlight the nature and extent of the contribution of the SWR to the development of the WT ‘product’ from the perspective of the increasingly …

Consumer acceptance and primary drivers of liking for small fruits

Small fruit grow naturally in northern Italy, but also in the Sicilian region (southern Italy) there are some areas with the essential climatic conditions for the development of this crop. Nevertheless, according to official statistics, the quantities of fresh small fruits placed on the Italian market are lower than in other European countries. The objective of this study was to assess consumer acceptance for sensory attributes and other intrinsic and extrinsic quality parameters of fresh small fruit, in order to know the primary drivers of liking and have a first understanding of reasons for the poor domestic consumption. Six focus groups with sensory test were carried out to assess consum…

TWO NEW FAMILIES OF PLATICURTIC CURVES FOR LIMITED INTERVALS

Pasta experience: Eating with the five senses - a pilot study

Dried pasta is the Italian food “par excellence”. Traditional foods have characteristics that can stimulate or evoke in the consumer sensorial stimuli and experiences, especially when these foods are consumed in a typical-traditional restaurant. Traditional restaurants can use sensory marketing as a promotional advantage, creating a unique and original atmosphere that can represent their main way of differentiation. The aims of this paper are to know consumer liking with regard to two high quality types of Sicilian pasta, common dried pasta, and whole-wheat pasta, consumed in three different venues of a typical-traditional Italian franchised restaurant, and to measure the influence of envir…

Consumption of spices and ethnic contamination in the daily diet of Italians - consumers’ preferences and modification of eating habits

AbstractCurrently, consumers appear to have diversified characteristics with regard to food tastes and consumption habits. The globalization of markets and the migration phenomenon contributed to the modification of food preferences of consumers who gradually introduce into their eating habits foods and recipes typical of the tradition of foreign countries. In this scenario, also in Italy, it is going to increase the use of “foreign products” with the consequent fusion of traditional cuisine techniques and recipes with ingredients that are typical of foreign countries and cultures. Foods and ingredients originally consumed in Asian or South American countries are increasingly consumed by It…

The communicative power of an extreme territory – the Italian island of Pantelleria and its passito wine

Purpose This paper aims to examine how Pantelleria’s wineries communicate the extreme territory of Pantelleria through its passito wine and whether this may be a value added for consumers. Specifically examines which dimensions of communication are effectively used by wineries to stimulate, in wine consumers, emotions that link passito wine with the territory of Pantelleria. Design/methodology/approach All websites of wineries producing passito wine in Pantelleria were analyzed using the adaptation, goal-attainment, integration and latent pattern maintenance (AGIL) scheme for measuring communication dimensions. Findings Results suggest that wineries and stakeholders should apply territory-…

Wine and Its Legality-A Survey to Know the Consumer Opinions on the Activities of Sicilian Wine Companies Operating on Lands Confiscated from the Mafia

The current guidelines of the European Union Common Agricultural Policy face the agricultural sector in the position of the backbone for the economic development of rural areas and regions with difficult economic differentiation. The EU Common Agricultural Policy defines agriculture as “multifunctional” and among the different roles and functions expected, there is also the “social function”, defined as the ability that the farm has to generate services with respect to a population with risk of social exclusion. This paper investigated all the agricultural initiatives with social impacts that were carried in the lands confiscated from the organized crime (called mafia), mainly in the South …

Study by Factor Analysis of motivations for tourists to travel along Sicilian Wine Routes and visiting cellar doors

Quality Factors Influencing Consumer Demand for Small Fruit by Focus Group and Sensory Test

ABSTRACTThe market of berries is a niche of high value in Italy. Small fruit’s healthy properties are well known in the international market, but little is known about the reason for a low commercialization rate of fresh small fruit in Italy. The objective of this study was to assess consumer preferences in Italy for selected berry species. Moreover, the study aims to identify the relevant attributes of berries that affect the demand for this produce according to consumers and to compare these attributes. We assessed relevant attributes affecting the demand for fresh berries for different consumers’ profiles and compared berries’ attributes rankings. The results reveal high concordance betw…

Information asymmetry in the agri-food sector and territorial marks: The case of the olive oil Val di Mazara PDO

This article analyzes the importance of information in the agri-food market, since the presence of information asymmetry favors market failure. This analysis ex-amines the information asymmetry in the agri-food market and its geographical brands, PDO and PGI, focusing on the Sicilian oil sector of the olive oil Val di Mazara PDO. A quality product has specific organoleptic characteristics that give it flavors, fragrances and various nutritional properties. To protect this, there are the brands that are essential to avoid that between sellers and consumers there is information asymmetry and consequently the failure of the market. In fact, through this analysis are examined the evolution of t…

Wine label design as a strategic tool to attract consumers. A marketing study on Sicilian wine positioning

Negli ultimi anni il packaging e stato considerato dalle aziende vinicole uno tra i piu importanti strumenti del marketing. Infatti, grazie all’utilizzazione di immagini e testi, e possibile comunicare chiaramente al mercato messaggi coerenti con i prodotti, con i valori dell’azienda e con i target di consumatori di riferimento. In questo studio si e voluto conoscere quanto le etichette siano importanti per le cantine siciliane nelle scelte di posizionamento dei loro vini. Si e voluta, inoltre, misurare l’influenza che le etichette esercitano sui consumatori, indirizzando ed orientando le preferenze al momento dell’acquisto di un vino, senza tralasciare l’eventuale effetto attrattivo causat…

Mediterranean Diet, Sustainability, and Tourism—A Study of the Market’s Demand and Knowledge

Globalization intensified competitiveness among agribusinesses worldwide in recent years. The European Commission focused on enhancing sustainable agriculture and food products’ territorial uniqueness for competing in the international market. The Mediterranean diet (MD) is a model of feeding and lifestyle belonging to the ancient Mediterranean culture, which also embodies a sustainable food system. Therefore, in 2010, UNESCO recognized the MD as Intangible Cultural Heritage of Humanity, and Sicily (southern Italy) is its official physical site. Despite its worldwide fame, the notion of the MD runs the risk of being mystified because it is described most often as something that does not cor…

Study of the importance of emotional factors connected to the colors of fresh-cut cactus pear fruits in the consumer purchase choices for a marketing positioning strategy

The cactus pear has always aroused curiosity because of its shape and its particular structural characteristics (plate and spiny clatodes, oval fruits of different colors and flowers of an enchanting beauty). This plant evocates the territory where it grows, characterized by a sub-tropical climate, which in Europe is represented by the region of Sicily, the island of the Southern Italy, that is one of the main producers in the Mediterranean area. Sicily has three native cultivars with different colors of the fruit: red, yellow and white. The variety with the yellow fruit is the most widespread, although all of them are commercialized. The chromatic variety of these fruits is one of the stre…

Study of Consumer Preferences in Regard to the Blonde Orange Cv. Washington Navel “Arancia Di Ribera PDO”

Consumers’ attitude and preferences in regard to food ingre- dients, country of origin, social corporate responsibility toward the environment, and work conditions have changed over the last 10 years. Consumers are getting more educated and there- fore more sensitive around cultivation practices in agriculture and food processing, which increases concerns in regard to production practices in agriculture. Several studies have been conducted on consumers’ preferences about quality food, but not with regard to blonde oranges cv. Washington Navel culti- vated in southern Italy. This quality fruit is a niche product that achieved the Protected Designation of Origin (PDO) certifica- tion for high…

Studio dell’attrattività delle strade del vino in Sicilia. Una analisi fattoriale per lo studio delle motivazioni che inducono i turisti a visitare le cantine, secondo il parere dei soggetti qualificati.

Influence of Coherent Context for Positioning Distinctive and Iconic Sicilian Sparkling Wines: Effect of a Sensorial Experience on a Gulet

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. Op…

Consumer Assessment on Sensory Attributes of Fresh Table Grapes Cv 'Italia' and 'Red Globe' after Long Cold Storage Treatment

The impact of research that is being carried out into the relationship between food and consumers is progressively reinforced by continuous findings in literature confirming that consumers choose foods basing on their functional cognition and sensory perception, especially when buying fruit and vegetables. Therefore, it is important for table grape producers to be aware of consumers' concerns and preferences both, during the purchasing stage and after, during consumption at home, when experiential attributes have more importance. In both cases, sensory attributes play an important role in determining consumers’ purchase behavior of table grape. Table grapes cv ‘Italia’ and ‘Red Globe’ are p…

L'uso della regressione multipla nella analisi delle relazioni tra alcune parti e l'intero corpo di animali macellati.

Study of product repositioning for the Marsala Vergine DOC wine

Italian production of wine is very diversified and Sicily is one of the major regions with regards to quality and quantity of wine. The Marsala is the oldest fortified Sicilian wine, which is very valuable because of its organoleptic qualities and its production process. Marsala wine has been gaining for over a century in the Italian and foreign market, but, after a century of fame, it entered a long phase of decline because of inappropriate producers' decisions and new competitors. The objective of this study is to investigate strengths, weaknesses, opportunities and treats of Marsala Vergine DOC wine for repositioning the product in the market. The focus group and factor analysis were car…

Study of Wine Producers’ Marketing Communication in Extreme Territories–Application of the AGIL Scheme to Wineries’ Website Features

This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e., adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Additionally, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories, helping e…

Flussi turistici e turismo sportivo in Italia. Il ruolo del Mezzogiorno e della Sicilia.

Women of wine in Sicily: analysis of their role, motivation and work

Recent surveys on female employment show that, in Italy, the number of Women Entrepreneurs has constantly increased. In the Italian agriculture sector (See “Coldiretti Report 2008”) little more than 30% of Italian workers are women. This phenomenon is primarily due to the strong demand for innovation but also thanks to the European Agriculture Politics that provides special financial facilities to Women Entrepreneurs. Due to the continuous need for innovation, the wine business gives significant employment opportunities to women. The strong competition in this sector, especially in new export markets, has induced many companies to focus more in innovation. Indeed, it was successfully done b…