Resumen de Importancia de la notoriedad, calidad percibida e imagen en el mercado vitivinícola

Domingo Calvo Dopico, Félix Blazquez-Lozano, Cristina Calvo-Porral

• español

  El análisis del sector vitivinícola español refleja una importante desconexión existente entre la producción, elaboración y comercio. Además, el sector presenta un alto grado de fragmentación: hay registradas más de 20.000 marcas diferentes de vino. Esto provoca que, a nivel nacional, nos encontremos ante un escenario de gran rivalidad competitiva. Además están apareciendo nuevos competidores con producciones crecientes de vino tales como Argentina, Chile, Australia, Sudáfrica y Estados Unidos capaces de colocar estos a muy buenos precios, lo que les permite ganar competitividad de forma creciente frente a los vinos españoles. Ante este escenario las empresas deben buscar soluciones basadas en una mayor diferenciación de la oferta. Para lograr esta diferenciación, se propone la creación de marcas fuertes (Spawton, 1998) que son necesarias en mercados muy maduros y competitivos como el que nos ocupa. En concreto, lo que vamos a analizar, desde un punto de vista del consumidor, es el valor que tanto las marcas como las denominaciones de origen pueden añadir al producto. La literatura de valor de marca (Aaker, 2003) contempla diferentes fuentes o variables que enriquecen el valor que la marca otorga a un producto y que podemos sintetizar en notoriedad, calidad e imagen de marca. En este estudio se investigan la importancia que estas dimensiones tienen para el consumidor, fundamentalmente en el momento de la compra. Para dar respuesta a este objetivo, se ha realizado un estudio comparativo de las principales denominaciones de origen gallegas con respecto a las referentes a nivel nacional. El tamaño de la muestra fue de 296 consumidores. El estudio ha revelado la importancia de la imagen de marca como la principal fuente de valor para el consumidor.

• English

  In the Spanish wine sector, we are met with a very competitive sector in which an immense quantity of alternatives or brands operate, which has been accented with the appearance of new competitors with increasing wine production such as Argentina, Chile, Australia, South Africa and the United States. Faced with this scenario, companies have to look for solutions based on a higher offer in terms of equity. One of the best ways to increase the equity of a product is differentiation. To achieve this differentiation, the theory proposed is the creation of strong brands that are necessary in very mature and competitive markets such as the one in question. More specifically, what we are interested in is finding out which sources of brand equity could endow the product with a higher differentiation. The various sources of brand equity that have been analysed are reputation, quality, image, loyalty and other assets. In the case of the wine market, it is basically two of them that are of interest to us: quality and image. The quality of a wine is mainly conditioned by the natural climate and soil conditions in a specific region, and, in turn, these factors are what give it a specific type of grape and specific sensorial properties. An expert is able to assess these properties of soil, climate and characteristics of the grape. However, a consumer makes use of other signs or indicators to perceive or infer that quality. Most important among them are brand and origin. Thus, a wine of a certain quality may be recognised through its brand and its origin. This finding is what has led us to investigate these two dimensions of brand equity: the image of the region and the quality perceived by the consumer. In this study, we are investigating the importance that these dimensions take on for consumers, essentially at the time of purchase. To respond to this objective, we carried out a study with five designations of origin: Rioja, Rias Baixas, Ribeiro, Valedoras and Ribera de Duero. A panel of 296 consumers assessed the dimensions of quality and image for each of them. The results showed that the consumers gave a high score to image, even higher than the quality variable, which highlights the relevance that this variable has for the final consumer.