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Djumboung Lontsi, Danièle Aurelie (2014) L'effet des caractéristiques du territoire et du paysage sur les décisions d'achat du prosecco : une expérience de choix. [Tesi di dottorato]

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Abstract (inglese)

The Ministerial Decree of 17 July 2009 amended the specification of the production of Prosecco. Between the main innovations of the decree, there is the introduction of the Denomination of Controlled and Guaranteed Origin (DOCG) for the historic production area of Prosecco, which is located between the towns of Conegliano and Valdobbiadene. The extension of the DOC area production is the second one, and now encompass the provinces of Belluno, Padua, Treviso, Venice and Vicenza in the Veneto and those Gorizia, Pordenone, Trieste and Udine in the region of Friuli Venezia Giulia.
The new disciplinary was created in order to protect the production of Prosecco against counterfeits which are becoming more common on the market. The goal of our research is to develop a study to determine if and how extent the characteristics of the territory and the landscape can become tools for the valuation of the typicality of wine production, with particular reference to the production of Prosecco. The recent expansion of the area production of Prosecco DOC has set new challenges for wine producers that operate in the area that was previously the DOC of Conegliano Valdobbiadene Prosecco, became a DOCG area. The idea we have is to check if the market is able to recognize the characteristics of the wines produced in the DOCG and if they will keep the golden place they had already acquired on the market. In this regard, we have identified some typical elements of DOCG, and we tried to see using Discrete Choice Experiment whether they can be used as marketing tools or in other words, if these characteristics can allow companies of the hilly area oh this region to acquire the market power. In this context, a special questionnaire was built to conduct interviews, and these allowed us to collect informations related to the consumption of wine in general and those of Prosecco in particular. Socio-economics informations where also collected in order to better characterise the sample of respondents. Using a sample of 556 interviews, research allowed us to understand how some intrinsic attributes (using of local grapes biotypes) and extrinsic (landscape protection, traceability, belonging to the DOCG production area), are be able to influence the purchase consumers behaviour. In particular, producers of the hilly area should use grapes from local biotypes, ensure accurate traceability, and promote the conservation of traditional vineyard landscapes in order to increase the propensity to buy Prosecco DOCG wines. In addition, it is necessary that the Consortium for the Protection of Prosecco DOCG should implement targeted marketing strategies to promote the meaning of Acronym DOCG, and those that will try to highlight the differences between the Prosecco DOC and DOCG.

Abstract (italiano)

Il Decreto Ministeriale del 17 luglio 2009 ha modificato il disciplinare di produzione del Prosecco. Tra le principali novità del Decreto, vi è l'introduzione della denominazione D.O.C.G. (Denominazione di Origine Controllata e Garantita) per la storica area di produzione del Prosecco che si trova fra i comuni di Conegliano e Valdobbiadene, e l'estensione dell'area D.O.C. (Denominazione di Origine Controllata) alle province di Belluno, Padova, Treviso, Venezia e Vicenza nel Veneto e alle province di Gorizia, Pordenone, Trieste e Udine in Friuli Venezia Giulia. Il nuovo disciplinare nasce con l'intento di garantire la tutela delle produzioni di Prosecco contro le forme di contraffazione che sono sempre più frequenti.
L'obiettivo della nostra ricerca è di sviluppare uno studio per verificare se ed in quale misura le caratteristiche del territorio e del paesaggio possano divenire strumenti per la valorizzazione della tipicità delle produzioni vitivinicole, con particolare riferimento alla produzione del Prosecco. Il recente ampliamento dell'area di produzione del Prosecco DOC ha posto nuove sfide ai vitivinicoltori che operano nell'area che fino a poco tempo fa era interessata dalla DOC del Prosecco di Conegliano e Valdobbiadene (ora trasformata in DOCG). Si tratta di verificare se il mercato sarà in grado di riconoscere la peculiarità dei vini prodotti nella DOCG, e se questi continueranno a godere di un certo potere di mercato come avveniva in passato. A tale riguardo sono stati individuati alcuni elementi tipici dell'area DOCG, e si è cercato di verificare, tramite un esperimento di scelta discreta, se possano essere utilizzati quali strumenti di marketing o in altri termini, se questi elementi possano far acquisire potere di mercato alle imprese vitivinicole che operano nell'area di produzione collinare.
Un questionario è stato appositamente costruito per condurre le interviste, e ciಠha permesso di raccogliere informazioni relative al consumo di vino in generale e di Prosecco in particolare. Sono inoltre state raccolte informazioni socio-economiche per poter meglio caratterizzare il campione di intervistati. Tramite un campione di 556 interviste, la ricerca ha consentito di comprendere come alcuni attributi intrinseci (impiego di uve da biotipi locali) ed estrinseci (tracciabilità , tutela paesaggio, appartenenza alla zona di produzione DOCG), siano in grado di influenzare il comportamento d'acquisto dei consumatori. In particolare, i produttori della zona collinare potrebbero utilizzare le uve provenienti da biotipi locali, garantire una tracciabilità più precisa, favorire la conservazione dei paesaggi viticoli tradizionali per potere aumentare la propensione all'acquisto del Prosecco ottenuto nella zona DOCG, e garantire loro un maggiore potere di mercato. Inoltre, appare necessario che il Consorzio di Tutela del Prosecco DOCG attui strategie di marketing mirate a promuovere il significato della sigla DOCG, cercando anche di evidenziare chiaramente le differenze esistenti tra il Prosecco DOC e DOCG

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Tipo di EPrint:Tesi di dottorato
Relatore:Tempesta, Tiziano
Dottorato (corsi e scuole):Ciclo 26 > Scuole 26 > TERRITORIO, AMBIENTE, RISORSE E SALUTE
Data di deposito della tesi:28 Gennaio 2014
Anno di Pubblicazione:28 Gennaio 2014
Parole chiave (italiano / inglese):Prosecco, DOC, DOCG, Esperimento di scelta, Classi latenti, modello logit multinomiale, modello a effetti aleatori/ Discrete Choice experiment, Multinomial logit, Latent Class Model, Random Parameter Logit
Settori scientifico-disciplinari MIUR:Area 13 - Scienze economiche e statistiche > SECS-P/06 Economia applicata
Struttura di riferimento:Dipartimenti > Dipartimento Territorio e Sistemi Agro-Forestali
Codice ID:6437
Depositato il:13 Nov 2014 13:12
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