Consumer Profile and Drivers Influencing Consumer Behavior towards <i>Fondillón</i>, a European Protected Naturally Sweet Red Wine
<i>Fondillón</i> is a naturally sweet red wine, protected within the Alicante Denomination of Origin (Alicante, Spain) and recognized by the European Union in its E-Bacchus database. The aims of this study were (<i>i</i>) to evaluate the degree of consumer acceptance and sati...
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| Autores principales: | , , , , |
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| Formato: | article |
| Lenguaje: | EN |
| Publicado: |
MDPI AG
2021
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/32c6fc2f50a444a5a5608ba2434a470a |
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| Sumario: | <i>Fondillón</i> is a naturally sweet red wine, protected within the Alicante Denomination of Origin (Alicante, Spain) and recognized by the European Union in its E-Bacchus database. The aims of this study were (<i>i</i>) to evaluate the degree of consumer acceptance and satisfaction towards <i>Fondillón</i>, (<i>ii</i>) to establish key drivers controlling consumer satisfaction, and (<i>iii</i>) to establish a general profile of the typical <i>Fondillón</i> consumer. The experiment consisted of three complementary studies: (<i>i</i>) a descriptive sensory analysis of five <i>Fondillón</i> samples representing all samples being marketed, (<i>ii</i>) an affective test using wine consumers (<i>n</i> = 100), and (<i>iii</i>) an online questionnaire to identify the main characteristic of a <i>Fondillón</i> consumer (<i>n</i> = 294). The main consumption drivers were good balance, intense floral and fruity notes, and long aftertaste. The current typical <i>Fondillón</i> consumer is a 42–52 year-old man, with a higher education level, with a 25,000–50,000 euros/year income, and who drinks it mainly at home. The online study showed that 50% of respondents do not consume <i>Fondillón</i> because they do not know it, because it is very expensive, or because it is not so easy to find. Therefore, producers should improve their communication campaigns and distribution networks as key parts of their marketing strategies regarding <i>Fondillón</i>. |
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