Abstract
Due to the importance and the growth of Millenials generation on wine consumption, the purpose of this study was to examine the perceptions of Millenials consumers in Italian wine purchase experience. The aim was to determine the key drivers of Millenials behaviour in Italian market, characterized by old and rooted traditions, culture and histories of winemaking. Using the Zaltman Metaphor Elicitation Techinique (ZMET) mental maps of 26 Millenials consumers were developed and compared; after this a Consensus map was created. Results showed a strategic role of expert and advisor in purchase situations, importance of label and bottle in the quality consumer perceptions and a strategic relevance of tasting, emerged in this research like the only driver of consumer trust.
| Original language | English |
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| Title of host publication | Food marketing: mercati, filiere, sostenibilità e strategie di marca |
| Subtitle of host publication | XI convegno annuale della Società Italiana Marketing - Modena, 18-19 settembre 2014 |
| Publisher | Societa Italiana Marketing |
| ISBN (Print) | 978-88-907662-2-0 |
| Publication status | Published - 19 Sept 2014 |
| Event | SIM (Italian Marketing Academy) XI Annual Conference - Modena, Italy Duration: 18 Sept 2014 → 19 Sept 2014 |
Conference
| Conference | SIM (Italian Marketing Academy) XI Annual Conference |
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| Country/Territory | Italy |
| City | Modena |
| Period | 18/09/14 → 19/09/14 |