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

M Mar Garcia-Galan,Clementina Galera-Casquet,Alejandro Del Moral-Agúndez

doi:10.5424/sjar/2014123-6036

M Mar Garcia-Galan, Clementina Galera-Casquet + Show 1 more

Open Access

https://doi.org/10.5424/sjar/2014123-6036

Copy DOI

Abstract

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.

Highlights

Agro-food products, wine between them, are becoming increasingly important in the European Union’s food and agriculture policies
The potential of regional products differentiated for their quality has been recognized by the introduction of legislation governing protected designations of origin (PDO) and protected geographical indications (PGI)
The Designations of origin (DOs) is needed to channel the development of the wine sector, as the market has shifted to quality and DO is a very promising way to offer quality

Summary

Introduction

Agro-food products, wine between them, are becoming increasingly important in the European Union’s food and agriculture policies. They will make use of the product’s attributes (Hellofs & Jacobson, 1999) Extrinsic attributes such as price, brand, or quality labels are mainly used in situations where information about intrinsic attributes is difficult to obtain, for example, when the product has not been tried yet (Steenkamp, 1990; Holm & Kildevang, 1996). The consumer purchases wine based on tangible properties represented by the attributes perceived through the senses (packaging, label, etc.), and on intangible properties which differentiate the product from the competitors (price, place of sale, image of the winery, media mix, etc.). In products such as wine which need to be experienced, quality cannot be evaluated before purchase. The period under study has been selected according to the time of establishment of DO in the region

Methodology

Method of information collection

Results

Discussion