Marketing catalan wine from a value chain approach

• Autores: Cristina Escobar González
• Directores de la Tesis: José María Gil Roig (dir. tes.), Zein Kallas (dir. tes.)
• Lectura: En la Universitat Politècnica de Catalunya (UPC) ( España ) en 2017
• Idioma: español
• Tribunal Calificador de la Tesis: Luis Miguel Albisu Aguado (presid.), Elsa Varela Redondo (secret.), María Ramona Barrena Figueroa (voc.)
• Materias:
  • Ciencias económicas
    • Actividad económica
      • Distribución
    • Economía general
      • Comportamiento del consumidor
    • Organización y dirección de empresas
      • Marketing (comercialización)
• Enlaces
  • Tesis en acceso abierto en: TDX
• Resumen

  • The overall objective of this thesis is to explore the attitudes towards Catalan wines in Catalonia from a value chain approach. The first part of the thesis focuses on consumers¿ wine preferences in Catalonia. To tackle this issue, DCE have been applied. The second part of the thesis aims to identify the attributes of a wine supply service that help to develop stable relationships among the actors along the value chain. This part of the research has embraced the main agents of the OOH-consumption, namely wine distributors and restaurateurs. For this analysis the MEC methodology has been implemented. Our findings have shown that consumers prefer a Catalan wine made from the Cabernet Sauvignon variety and previously tasted by the consumer. However, consumers¿ preferences are highly heterogeneous. Advertising increased consumer awareness for local wines, but creating taste opportunities could increase notoriety in a more profitable way. Methodologically, we have analysed the preference heterogeneity between forced and non-forced choices in a within-sample approach by means of a Dual Response Choice Experiment (DRCE) design. On the other hand, the economic crisis may have changed consumers¿ wine preferences: the price became the most important attribute while the Catalan origin was one of the few that remained significant. Methodologically, the GMNL model has appeared to be an appropriated model to provide more information about the source of consumers¿ heterogeneity. Our results from the MEC analysis have shown that a trustful relationship with the winery is the main central issue for wine distributors. The most important personal values for the wine distributors are not business driven. This is an important finding for small wineries that cannot compete in the market with low(er) prices. From the restaurateur¿s point of view, our results showed again that trust is a central issue of a business relationship.