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

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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


ConferenceSIM (Italian Marketing Academy) XI Annual Conference

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