Journal of Food, Agriculture and Environment

Marketing research on producers’ perceptions about wine promotion

Author(s):

Catalin Paduraru ¹, Dan Boboc ², Raluca Andreea Ion ²*

Recieved Date: 2012-06-08, Accepted Date: 2012-09-22

Abstract:

The purpose of this study was to identify the place and utility of wine contests within the wider framework of wines promotion. The need of pursuing such an issue has emerged from the fact that promotion tools used by producers are continuously changing and consumers are more demanding in a volatile market. Furthermore, the need to use a National Vine and Wine Museum as a new promotional instrument is tested in this paper. Producers’ perceptions were analyzed, using a piece of qualitative market research conducted at the Wine Contest 2012 held in Bucharest, Romania. The aim of the research was to identify the ways in which producers actually promote their products and to explore specialists’ opinions about a wide range of tool for wine promotion. The main results show that wine contests are useful and play a relatively important role within the wider framework of wine promotion, because it is cost-effective and creates opportunities to identify the producers’ position on the market. In addition, the awarded samples get free publicity with mainstream coverage of the competition and sales increase. Hypotheses, such as “education is the key element for promotion” or “consumers select wines based on specialists’ recommendations”, have emerged from producers’ perceptions and they could be tested in future quantitative research. 

Keywords:

Wine contest, promotion, National Vine and Wine Museum, marketing research

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Journal: Journal of Food, Agriculture and Environment
Year: 2012
Volume: 10
Issue: 3&4
Category: Food and Health
Pages: 132-136

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