The perceptions of Millenials in Italian wine purchase experience. an application of the Zaltman metaphor elicitation techinique

Valentina Pitardi, Andrea Rea

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    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 languageEnglish
    Title of host publicationFood marketing: mercati, filiere, sostenibilità e strategie di marca
    Subtitle of host publicationXI convegno annuale della Società Italiana Marketing - Modena, 18-19 settembre 2014
    PublisherSocieta Italiana Marketing
    ISBN (Print)978-88-907662-2-0
    Publication statusPublished - 19 Sep 2014
    EventSIM (Italian Marketing Academy) XI Annual Conference - Modena, Italy
    Duration: 18 Sep 201419 Sep 2014

    Conference

    ConferenceSIM (Italian Marketing Academy) XI Annual Conference
    Country/TerritoryItaly
    CityModena
    Period18/09/1419/09/14

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