Valuation and importance of the extrinsic attributes of the product from the firms' perspective in a Spanish wine protected designation of origin

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Valuation and importance of the extrinsic attributes of the product from the firms' perspective in a Spanish wine protected designation of origin

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Title: Valuation and importance of the extrinsic attributes of the product from the firms' perspective in a Spanish wine protected designation of origin
Author: García Galán, María Mar; Moral Agúndez, Alejandro del; Galera Casquet, Clementina
Abstract: Las Denominaciones de Origen (DO) son marcas comerciales de amplio uso en el sector agroalimentario. Su uso en España ha tenido lugar durante más de tres décadas y aunque los administradores de bodegas han incorporado estas nuevas formas de protección, poco se sabe sobre su opinión y su punto de vista durante el proceso de implementación de la DO. De hecho, el punto de vista de los consumidores ha sido el más analizado en la literatura. En el presente estudio analizamos los atributos extrínsecos de un vino con DO desde el punto de vista de la empresa. En particular, analizamos la marca, el producto, el precio, el embalaje y la etiqueta, y el origen del producto, tras un análisis cualitativo de las entrevistas realizadas con enólogos del vino DO Ribera del Guadiana durante la última década. El análisis cualitativo de las entrevistas se realizó mediante el paquete de software ATLAS / ti, diseñado para este tipo de análisis de datos en forma de grandes bloques de texto. Los resultados indicaron que los viticultores consideran que ofrecen un buen producto al mercado, e intentan promover sus marcas utilizando el origen del producto como una estrategia de marketing. Desde el punto de vista de la empresa, esta DO protegida (OPD) tiene importantes oportunidades de posicionamiento para crear una ventaja competitiva sostenible, centrada en la calidad y la diferenciación territorial.Designations of origin (DOs) are commercial brands of wide use in the agro-food sector. Its use in Spain has taken place for more than three decades and although wineries managers have incorporated these new forms of protection, little is known about their opinion and their point of view during the DO implementation process. In fact, the consumers’ point of view has been the one most often analyzed in the literature. In the present study we analyzed extrinsic attributes of a wine with DO from the company point of view. In particular, we analyzed brand, product, price, packaging and label, and origin of the product following a qualitative analysis on interviews carried out with winemakers of the DO wine Ribera del Guadiana during the last decade. The qualitative analysis of the interviews was performed using the software package ATLAS/ti, designed for this type of data analysis in the form of large blocks of text. The results indicated that winemakers consider that they offer a good product to the market, and try to promote their brands using the origin of the product as a marketing strategy. From the company point of view, this protected DO (PDO) has important opportunities for positioning to create a sustainable competitive advantage, focusing on quality and the territorial differentiation.
URI: http://hdl.handle.net/10662/8045
Date: 2014


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Atribución-NoComercial-SinDerivadas 3.0 España Except where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 España

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