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Guest editorial

Guest editorial Recent trends in the wine consumers’ behaviour and need for effective marketing strategies The field of consumer studies applied to the wine industry, traditionally investigated through the lenses of the marketing science, has drawn increasingly the attention of Academics which have adopted new conceptual approaches and methodologies also emerging from the field of experimental economics. The idea comes out of the major structural changes, which impacted wine consumption around the world over the last three decades. The globalization process and the consequent mounting of international competition have profoundly influenced the international wine market landscape with effects both on the production, distribution, shopping behaviour and especially on consumer choices (Galati et al., 2017a; Santoro et al., 2017; Bresciani et al., 2016; Vrontis et al., 2016; Crescimanno and Galati, 2014). Some of the main developments are related to the increasing of per capita revenue, demographic shifts and lifestyle changes. However, as emphasized by Anderson and Pinilla (2018) there are other influences on consumption per capita than just income levels, such as excise taxes and other government choices. In general, appear that, external common circumstances may have had a homogenizing influence in consumer choices by decreasing the level of randomness of consumers’ http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

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References (40)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-08-2020-952
Publisher site
See Article on Publisher Site

Abstract

Recent trends in the wine consumers’ behaviour and need for effective marketing strategies The field of consumer studies applied to the wine industry, traditionally investigated through the lenses of the marketing science, has drawn increasingly the attention of Academics which have adopted new conceptual approaches and methodologies also emerging from the field of experimental economics. The idea comes out of the major structural changes, which impacted wine consumption around the world over the last three decades. The globalization process and the consequent mounting of international competition have profoundly influenced the international wine market landscape with effects both on the production, distribution, shopping behaviour and especially on consumer choices (Galati et al., 2017a; Santoro et al., 2017; Bresciani et al., 2016; Vrontis et al., 2016; Crescimanno and Galati, 2014). Some of the main developments are related to the increasing of per capita revenue, demographic shifts and lifestyle changes. However, as emphasized by Anderson and Pinilla (2018) there are other influences on consumption per capita than just income levels, such as excise taxes and other government choices. In general, appear that, external common circumstances may have had a homogenizing influence in consumer choices by decreasing the level of randomness of consumers’

Journal

British Food JournalEmerald Publishing

Published: Jun 23, 2020

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