[Analysis of quality wine trade marks, designation of origin and involvement in marketing strategies] | An lisis de la marca, la denominación de origen y la implicación en las estrategias de marketing de los vinos de calidad
2002
Bolaños Taleno, R.
This research intends to bring a general updated view of quality-wine sector, trying to identify evaluations and perceptions of winegrowers and winemakers, referring to the stategies of trademarks and appellations of origin, in order to bring a deeper knowledge about the sector and to give important information about consumers' behaviour that permits to define a better management of trademarks and of marketing generally speaking. Applying multivarying analysis and different average contrast tests to study establish hypotheses, thus getting more relevant results, we observed that, depending on the companies' level of production, trademark strategies differ in the case of different production, and we could check that a minimum of companies commercialize products with distributors' trademarks. Another hypothesis checked is that price is not a good indicator of objective quality for wines, even though this is still used as such, in particular by those less involved and those with less information about this product
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