Prosecco is a sparkling or semi-sparkling white wine produced in the north east of Italy. Due to the great success this wine has had in the last years, in 2009 the production technical policy was reformed to allow an increase of supply. As a consequence of the reform, the production area was expanded and a double categorization of Prosecco was introduced. The traditional production area gained the DOCG classification (previously it was DOC), which corresponds to the highest quality level for an Italian wine, while the DOC classification was designated to the new production area. At this stage two considerations have to be made: firstly, DOC Prosecco bought by consumers after 2009 was not the same product they had been used to buy before. Secondly, outside Italy, both DOCG and DOC wines are categorized as PDO wine. The question that naturally arises is if consumers (both Italians and non) are now able to recognize the difference between these two apparently identical wines. We addressed this issue through an empirical analysis of Homescan Panel data in the Italian and German markets, using a Heckman probit model. Our results suggest that Prosecco sparkling wine is perceived as a product of medium-high level, and is preferably purchased by households that tend to buy wines with a higher unit price. On the other hand, consumers that more appreciate sparkling wine did not show any preference towards one type or the other, suggesting that they still do not completely understand the difference between these two wines.

Understanding consumption choice of Prosecco wine. An empirical analysis using Italian and German Homescan data.

DAL BIANCO, ANDREA;BOATTO, VASCO LADISLAO;TRESTINI, SAMUELE
2015

Abstract

Prosecco is a sparkling or semi-sparkling white wine produced in the north east of Italy. Due to the great success this wine has had in the last years, in 2009 the production technical policy was reformed to allow an increase of supply. As a consequence of the reform, the production area was expanded and a double categorization of Prosecco was introduced. The traditional production area gained the DOCG classification (previously it was DOC), which corresponds to the highest quality level for an Italian wine, while the DOC classification was designated to the new production area. At this stage two considerations have to be made: firstly, DOC Prosecco bought by consumers after 2009 was not the same product they had been used to buy before. Secondly, outside Italy, both DOCG and DOC wines are categorized as PDO wine. The question that naturally arises is if consumers (both Italians and non) are now able to recognize the difference between these two apparently identical wines. We addressed this issue through an empirical analysis of Homescan Panel data in the Italian and German markets, using a Heckman probit model. Our results suggest that Prosecco sparkling wine is perceived as a product of medium-high level, and is preferably purchased by households that tend to buy wines with a higher unit price. On the other hand, consumers that more appreciate sparkling wine did not show any preference towards one type or the other, suggesting that they still do not completely understand the difference between these two wines.
2015
EAAE-AAEA Joint Seminar ‘Consumer Behavior in a Changing World: Food, Culture, Society”
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11577/3199788
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