International Conference on Eurasian Economies
4-5 November 2010 – Istanbul, TURKEY
Paper detail
Paper ID : 110
Status : Paper published
Language : English
Topic : Microeconomics and Entrepreneurship
Presenter: Prof. Dr. Ana Clara Pastor
Session : 6B Microeconomics
Is Origin Denomination an Important Marketing Strategy? The Case of Spanish Wine Industry
Is Origin Denomination an Important Marketing Strategy? The Case of Spanish Wine Industry
- Prof. Dr. Luis Navarro (Universidad de Zaragoza, Spain)
- Asst. Prof. Dr. Jesus Pastor (Universidad de Zaragoza, Spain)
- Prof. Dr. Ana Clara Pastor (Universidad de Zaragoza, Spain)
- Mr. Adrian Archanco (Universidad de Zaragoza, Spain)
Abstract
This investigation work consists on an analysis with the model European Customer Satisfaction Index (ECSI), in order to know the influence that has belonging to an Origin Denomination in the wine sector. So, we’ve made a marketing research directed to the particular case of Somontano’s Wine Origin Denomination which acts as an “umbrella” brand for many wineries of Aragón (Spain). Simultaneously these wineries have their wines under different brands. This study tries to find out if to belong to a DO benefits the wineries. Possibly “strong” wineries improve the image of Somontano’s DO and other wineries of the zone. Young wineries benefit themselves with the image old ones have earned. It brings us to a question about if DO Somontano and their customers satisfaction are related or not. Model ECSI allows us to determine consumers’ satisfaction aabout a certain product or service. It also demonstrates the relations existing between satisfaction and other factors that take part on purchase.
JEL codes: C83, L15, L66
Navarro, Luis, Pastor, Jesus, Pastor, Ana Clara, Archanco, Adrian (2010). "Is Origin Denomination an Important Marketing Strategy? The Case of Spanish Wine Industry" in Proceedings of International Conference of Eurasian Economies 2010, pp.428-432, Istanbul, TURKEY.
DOI: https://doi.org/10.36880/C01.00110
