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Martínez-Navarro J, Sellers-Rubio R. Three decades of research on wine marketing. Heliyon 2024; 10:e30938. [PMID: 38774329 PMCID: PMC11107254 DOI: 10.1016/j.heliyon.2024.e30938] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 12/21/2023] [Revised: 03/14/2024] [Accepted: 05/08/2024] [Indexed: 05/24/2024] Open
Abstract
The goal of this study is to provide a comprehensive review of the academic research into wine marketing over the last three decades. Data from 1135 wine marketing-related research documents published 1990-2022 in the Web of Science and Scopus databases were employed. Using mainly co-word analysis and bibliographic coupling, the key themes of the discipline were identified. A longitudinal analysis identified the topic's evolution and current research trends. Results show that wine marketing research has grown sharply in recent years. From the pioneering studies that examined consumers' behaviours and wine price drivers, the discipline evolved to address burgeoning themes such as sustainability, social media (digital marketing) and wine tourism, which evidences the interest that academics have shown in enhancing knowledge in the area.
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Affiliation(s)
- Jesús Martínez-Navarro
- Department of Marketing, Faculty of Economics and Business, University of Alicante, Spain
| | - Ricardo Sellers-Rubio
- Department of Marketing, Faculty of Economics and Business, University of Alicante, Spain
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Harutyunyan M, Viana R, Granja‐Soares J, Asryan A, Marques JC, Malfeito‐Ferreira M. Consumer acceptance of sweet wines and
piquettes
obtained by the adaptation of Ancient Wine‐making Techniques. J SENS STUD 2023. [DOI: 10.1111/joss.12823] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 04/05/2023]
Affiliation(s)
- Mkrtich Harutyunyan
- Linking Landscape, Environment, Agriculture and Food Research Center (LEAF), Associated Laboratory TERRA Instituto Superior de Agronomia, Universidade de Lisboa Lisbon Portugal
- Departamento de Ciências e Engenharia de Biossistemas (DCEB) Instituto Superior de Agronomia, Universidade de Lisboa Lisbon Portugal
| | - Renato Viana
- Linking Landscape, Environment, Agriculture and Food Research Center (LEAF), Associated Laboratory TERRA Instituto Superior de Agronomia, Universidade de Lisboa Lisbon Portugal
- Departamento de Ciências e Engenharia de Biossistemas (DCEB) Instituto Superior de Agronomia, Universidade de Lisboa Lisbon Portugal
| | - Joana Granja‐Soares
- Linking Landscape, Environment, Agriculture and Food Research Center (LEAF), Associated Laboratory TERRA Instituto Superior de Agronomia, Universidade de Lisboa Lisbon Portugal
- Departamento de Ciências e Engenharia de Biossistemas (DCEB) Instituto Superior de Agronomia, Universidade de Lisboa Lisbon Portugal
| | - Arman Asryan
- College of Science and Engineering American University of Armenia Yerevan Armenia
| | - José Carlos Marques
- Institute of Nanostructures, Nanomodelling and Nanofabrication (I3N) University of Aveiro, Campus Universitário de Santiago Aveiro Portugal
- ISOPlexis – Faculty of Exact Sciences and Engineering University of Madeira, Campus Universitário da Penteada Funchal Portugal
| | - Manuel Malfeito‐Ferreira
- Linking Landscape, Environment, Agriculture and Food Research Center (LEAF), Associated Laboratory TERRA Instituto Superior de Agronomia, Universidade de Lisboa Lisbon Portugal
- Departamento de Ciências e Engenharia de Biossistemas (DCEB) Instituto Superior de Agronomia, Universidade de Lisboa Lisbon Portugal
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3
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The Impact of COVID-19 on Consumers’ Motives in Purchasing and Consuming Quality Greek Wine. SUSTAINABILITY 2022. [DOI: 10.3390/su14137769] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 11/16/2022]
Abstract
In the rising post COVID-19 period the world is different not only from the economic point of view but also from the social and cultural point, including the selection of goods, and foods by the “new” customers. Wine is a major daily drink worldwide, affecting the lives of consumers worldwide. The aim of the study was to investigate the impact of COVID-19 on consumers’ motives for quality wine, namely the Greek wine and the local Samos’ Greek wine, assessing possible changes in their wine habits effecting current and future wine production, consumption, and sustainable regional development. Consumers’ motives were tested using variables of wine purchase and consumption (such as place of purchase, money spent, amount consumed, accompaniment meals), and preference for quality wine (such as traditional, appearance, organoleptic, sustainable, general characteristics). A self-response questionnaire survey was carried out in January and February 2022 on a sample of 1493 participants through the Google platform. Basic statistical tools, combined with cross and Chi-square tests were used in order to analyze the collected data. The results show interesting changes in consumers’ motives in the new rising global era. The participants buy less from supermarket (−4.2%), more via online (+1.8%) and equally from other places, the majority one bottle per month spending 10 to 20 euros today. They consume less wine (−5.1%), the majority one bottle per month, preferable at home (+6%), with friends (+1.6%), rather than at the restaurant (−8.2%), the club/bar (−8.9%), the night club (−5.8%), or during celebration (−3.2%). They continue to prefer the “red with red, white to white” accompaniments with meals. They select quality wines based on the conventional variables with emphasis to the taste (94.5%), aroma (83.9%), value for money (72.8%). The participants expressed similar motives for the quality Samos’ wines. However, even though they are aware of its high quality (92.9%), only 53% of them have tasted them, and fewer are consuming then occasionally (32.3%). Our findings indicate that the sustainability, and growth of the quality wine in the new socioeconomic era, should focus on the easy access (including on line), the consumption at home, with friends and family, keeping the same preferences between different kinds of wine with the different meals for the consumers.
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The who, what, where, when, why and how of measuring emotional response to food. A systematic review. Food Qual Prefer 2022. [DOI: 10.1016/j.foodqual.2022.104607] [Citation(s) in RCA: 2] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 12/20/2022]
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Marques C, Correia E, Dinis LT, Vilela A. An Overview of Sensory Characterization Techniques: From Classical Descriptive Analysis to the Emergence of Novel Profiling Methods. Foods 2022; 11:foods11030255. [PMID: 35159407 PMCID: PMC8834440 DOI: 10.3390/foods11030255] [Citation(s) in RCA: 19] [Impact Index Per Article: 9.5] [Reference Citation Analysis] [Abstract] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 12/17/2021] [Revised: 01/05/2022] [Accepted: 01/12/2022] [Indexed: 12/12/2022] Open
Abstract
Sensory science provides objective information about the consumer understanding of a product, the acceptance or rejection of stimuli, and the description of the emotions evoked. It is possible to answer how consumers perceive a product through discriminative and descriptive techniques. However, perception can change over time, and these fluctuations can be measured with time-intensity methods. Instrumental sensory devices and immersive techniques are gaining headway as sensory profiling techniques. The authors of this paper critically review sensory techniques from classical descriptive analysis to the emergence of novel profiling methods. Though research has been done in the creation of new sensory methods and comparison of those methods, little attention has been given to the timeline approach and its advantages and challenges. This study aimed to gather, explain, simplify, and discuss the evolution of sensory techniques.
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Affiliation(s)
- Catarina Marques
- Centre for the Research and Technology of Agro-Environmental and Biological Sciences (CITAB), University of Trás-os-Montes and Alto Douro, Apartado 1013, 5001-801 Vila Real, Portugal; (C.M.); (L.-T.D.)
| | - Elisete Correia
- Center for Computational and Stochastic Mathematics (CEMAT), Department of Mathematics, University of Trás-os-Montes and Alto Douro, Apartado 1013, 5001-801 Vila Real, Portugal;
| | - Lia-Tânia Dinis
- Centre for the Research and Technology of Agro-Environmental and Biological Sciences (CITAB), University of Trás-os-Montes and Alto Douro, Apartado 1013, 5001-801 Vila Real, Portugal; (C.M.); (L.-T.D.)
| | - Alice Vilela
- Chemistry Research Centre (CQ-VR), Department of Biology and Environment, School of Life Science and Environment, University of Trás-os-Montes e Alto Douro, Apartado 1013, 5001-801 Vila Real, Portugal
- Correspondence:
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Sinesio F, Moneta E, Di Marzo S, Zoboli GP, Abbà S. Influence of wine traits and context on liking, intention to consume, wine-evoked emotions and perceived sensory sensations. Food Qual Prefer 2021. [DOI: 10.1016/j.foodqual.2021.104268] [Citation(s) in RCA: 7] [Impact Index Per Article: 2.3] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/16/2022]
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Low JY, Lin VH, Jun Yeon L, Hort J. Considering the application of a mixed reality context and consumer segmentation when evaluating emotional response to tea break snacks. Food Qual Prefer 2021. [DOI: 10.1016/j.foodqual.2020.104113] [Citation(s) in RCA: 9] [Impact Index Per Article: 3.0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 12/12/2022]
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Carbone A. From Flasks to Fine Glasses: Recent Trends in Wine Economics. ITALIAN ECONOMIC JOURNAL 2021; 7:187-198. [PMCID: PMC7948163 DOI: 10.1007/s40797-021-00151-6] [Citation(s) in RCA: 2] [Impact Index Per Article: 0.7] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Subscribe] [Scholar Register] [Received: 01/08/2021] [Accepted: 02/28/2021] [Indexed: 11/21/2023]
Abstract
This short literature review on wine economics introduces the Special Issue on wine of the Italian Economic Journal. Its goal is to provide non wine experts with an overall picture of recent trends of the wine sector and of major developments of the economic literature devoted to wine markets. As the wine market deeply changed through the last decades, the first section quickly outlines these changes. The second section revise literature on wine demand while the third section is on supply and the fourth is focused on policies.
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Affiliation(s)
- Anna Carbone
- DIBAF-Department for Innovation in Biological, Agro-Food and Forest Systems, Università Della Tuscia, Viterbo, Italy
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Consumption Context Effects on Fine Wine Consumer Segments' Liking and Emotions. Foods 2020; 9:foods9121798. [PMID: 33287331 PMCID: PMC7761687 DOI: 10.3390/foods9121798] [Citation(s) in RCA: 11] [Impact Index Per Article: 2.8] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 11/13/2020] [Revised: 11/28/2020] [Accepted: 11/29/2020] [Indexed: 11/17/2022] Open
Abstract
Wine consumer lifestyle segmentation has been widely studied; however, most studies have solely utilised online surveys. This work investigated the impact of context on wine consumer segments’ liking and emotions while consuming wines in different environments. Two studies were conducted with regular wine consumers segmented based on their fine wine behaviour using the Fine Wine Instrument. Study 1 (n = 122) investigated the effects of wine variety and product information, and Study 2 (n = 346) the effects of wine quality and consumption context, on hedonic and emotional responses of the segments. Within both studies, three segments were identified and named: Wine Enthusiasts, Aspirants and No Frills. The Wine Enthusiast segment generally liked the wines more and perceived more intense positive emotions when consuming wine compared to the No Frills segment, with the Aspirant’s likes and emotion intensities ranging in between. Wine Enthusiasts were more discriminative of their preferred wines and reported stronger positive emotions when tasting higher quality (Study 1) and more complex (Study 2) wines. The consistent results across the two studies showed for the first time that consumer segments, based on lifestyle segmentation, differ in their hedonic and emotional responses towards wine when actually tasting wines, demonstrating that the Fine Wine Instrument has practical implications and can identify wine consumers displaying different wine consumption behaviours.
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