Consumer Profile and Drivers Influencing Consumer Behavior towards Fondillón, a European Protected Naturally Sweet Red Wine

Fondillón 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) to evaluate the degree of consumer acceptance and sati...

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Autores principales:	Hanán Issa-Issa, Luis Noguera-Artiaga, María Mora, Ángel A. Carbonell-Barrachina, David López-Lluch
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	Alicante wine consumer acceptance descriptive sensory analysis <i>Monastrell</i> oxidized wine Chemical technology TP1-1185
Acceso en línea:	https://doaj.org/article/32c6fc2f50a444a5a5608ba2434a470a
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spelling	oai:doaj.org-article:32c6fc2f50a444a5a5608ba2434a470a2021-11-25T17:33:50ZConsumer Profile and Drivers Influencing Consumer Behavior towards <i>Fondillón</i>, a European Protected Naturally Sweet Red Wine10.3390/foods101126512304-8158https://doaj.org/article/32c6fc2f50a444a5a5608ba2434a470a2021-11-01T00:00:00Zhttps://www.mdpi.com/2304-8158/10/11/2651https://doaj.org/toc/2304-8158<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>.Hanán Issa-IssaLuis Noguera-ArtiagaMaría MoraÁngel A. Carbonell-BarrachinaDavid López-LluchMDPI AGarticleAlicante wineconsumer acceptancedescriptive sensory analysis<i>Monastrell</i>oxidized wineChemical technologyTP1-1185ENFoods, Vol 10, Iss 2651, p 2651 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Alicante wine consumer acceptance descriptive sensory analysis <i>Monastrell</i> oxidized wine Chemical technology TP1-1185
spellingShingle	Alicante wine consumer acceptance descriptive sensory analysis <i>Monastrell</i> oxidized wine Chemical technology TP1-1185 Hanán Issa-Issa Luis Noguera-Artiaga María Mora Ángel A. Carbonell-Barrachina David López-Lluch Consumer Profile and Drivers Influencing Consumer Behavior towards <i>Fondillón</i>, a European Protected Naturally Sweet Red Wine
description	<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>.
format	article
author	Hanán Issa-Issa Luis Noguera-Artiaga María Mora Ángel A. Carbonell-Barrachina David López-Lluch
author_facet	Hanán Issa-Issa Luis Noguera-Artiaga María Mora Ángel A. Carbonell-Barrachina David López-Lluch
author_sort	Hanán Issa-Issa
title	Consumer Profile and Drivers Influencing Consumer Behavior towards <i>Fondillón</i>, a European Protected Naturally Sweet Red Wine
title_short	Consumer Profile and Drivers Influencing Consumer Behavior towards <i>Fondillón</i>, a European Protected Naturally Sweet Red Wine
title_full	Consumer Profile and Drivers Influencing Consumer Behavior towards <i>Fondillón</i>, a European Protected Naturally Sweet Red Wine
title_fullStr	Consumer Profile and Drivers Influencing Consumer Behavior towards <i>Fondillón</i>, a European Protected Naturally Sweet Red Wine
title_full_unstemmed	Consumer Profile and Drivers Influencing Consumer Behavior towards <i>Fondillón</i>, a European Protected Naturally Sweet Red Wine
title_sort	consumer profile and drivers influencing consumer behavior towards <i>fondillón</i>, a european protected naturally sweet red wine
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/32c6fc2f50a444a5a5608ba2434a470a
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Consumer Profile and Drivers Influencing Consumer Behavior towards <i>Fondillón</i>, a European Protected Naturally Sweet Red Wine

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