Suchergebnisse

Front Cover -- Case Studies in the Wine Industry -- Copyright -- Contents -- Contributors -- Foreword -- Series Preface -- 1: Introduction -- Reference -- Part One: Market outlook, consumer behavior and the relevance of consumer science -- 2: Wine sector: Definitions and nuances from global to country analysis-A comparison between Old World, New World, and eme ... -- 2.1 Introduction -- 2.2 Overview of the world market: Analysis of the OIV annual report -- 2.2.1 Global wine production -- 2.2.2 Wine consumption -- 2.2.2.1 Global wine consumption -- 2.2.2.2 Wine consumption per capita -- 2.2.2.3 Wine exports -- 2.2.2.4 Wine imports -- 2.2.3 Discussion -- 2.3 Regional analysis -- 2.3.1 Old World -- 2.3.2 New World -- 2.3.3 Emerging regions -- 2.4 Definition of wine categories -- 2.4.1 Bottled still wines -- 2.4.2 Sparkling -- 2.5 Grape varietals diversity -- 2.6 Conclusions -- 2.7 Further research -- To make in-depth analysis per country -- Old world -- France -- Central Europe and Eastern Europe -- Mediterranean Countries -- Newcomer -- New world -- Africa -- Oceania -- Asia -- North America -- South America -- Sparkling wines -- Fortified wines of the world -- References -- 3: Consumer behavior toward wine products -- 3.1 Introduction -- 3.2 Culture, age and gender as drivers in purchasing wine -- 3.3 Retails or alternative stores what wine consumers prefer -- 3.4 How packaging, wine characteristics and region of origin influence the consumer choice -- 3.5 Wine consumers behavior on holiday -- 3.6 Conclusions and discussion -- References -- Further reading -- 4: Sensory and consumer sciences: What is their role as a business tool in the wine sector? -- 4.1 Introduction -- 4.2 Methodology -- 4.3 Results -- 4.3.1 Analytical framework -- 4.3.2 Sensory methods -- 4.3.3 Mixed methods -- 4.3.4 Nonsensory methods

Consumer Science and Strategic Marketing: Case Studies in the Traditional Food Sector aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the food industry for achieving the following strategic aims: rejuvenating product image, shaping new market places, achieving market differentiation and geographical diffusion, achieving customer loyalty, promoting traditional features of the product and defining product positioning in competitive environment. There is an emerging demand from food industry professionals and undergraduate and postgraduate students who attend business and agricultural studies courses who want to gain practical information through real cases and field-based research. This book aims to answer the following questions, amongst others: How research in the field of consumer science became relevant for marketing strategies?, Which tangible economic and financial outcomes have been obtained by the joint work of sensory scientists, researchers in marketing field and food business professionals?, and which communication methods and practices have been relevant to make the most of R & D in the food industry? Through case studies, successful examples and practices are provided, with newer inputs for further theoretical investigation given. Both current and future professionals in the food industry will gain insights that can be used in their business environment

This paper examines the International Student Competition on Place Brand­ing and Mediterranean Diet held in Fermo, Italy, in the context of the devel­opment of rural areas. This one-week food-related educational programme was organised by the University of Macerata's Department of Education, Cultural Heritage and Tourism in collaboration with The Piceno Laboratory on the Mediterranean Diet, a local network of public and private stakehold­ers committed to the promotion of Fermo area as a touristic destination based on traditional gastronomy. The aim of this study was to understand how and to what extent such food-related educational events may con­tribute to providing students with the knowledge, expertise and soft skills needed for careers in the food tourism sector. Of interest also was how such events may benefit the development of rural areas. The ISC was founded in 2016 and continued in 2017, 2018 and 2019. In order to assess students' perceptions about the experience, specifically regarding what they felt they had learned about food tourism, and which soft skills they had acquired or honed, 13 students who participated in the 2017 event were interviewed for a qualitative study. Moreover, the authors drew upon information gleaned from interactions with students and teachers, as well as with several important actors of the local food and tourism sector, in­cluding tourism and hospitality entrepreneurs and representatives of gov­ernment agencies, with whom they collaborated in the context of planning, running and evaluating the events. The findings show that the ISC can provide students with a good general understanding of the territory and practical knowledge about place branding and food tourism. In terms of career preparation, the combination of fieldwork activities with traditional lectures and group activities was particularly fruitful in promoting soft skills such as communication, efficient use of social media, teamwork, problem-solving and decision making.

This paper examines the International Student Competition on Place Branding and Mediterranean Diet held in Fermo, Italy, in the context of the development of rural areas. This one-week food-related educational programme was organised by the University of Macerata's Department of Education, Cultural Heritage and Tourism in collaboration with The Piceno Laboratory on the Mediterranean Diet, a local network of public and private stakeholders committed to the promotion of Fermo area as a touristic destination based on traditional gastronomy. The aim of this study was to understand how and to what extent such food-related educational events may contribute to providing students with the knowledge, expertise and soft skills needed for careers in the food tourism sector. Of interest also was how such events may benefit the development of rural areas. The ISC was founded in 2016 and continued in 2017, 2018 and 2019. In order to assess students' perceptions about the experience, specifically regarding what they felt they had learned about food tourism, and which soft skills they had acquired or honed, 13 students who participated in the 2017 event were interviewed for a qualitative study. Moreover, the authors drew upon information gleaned from interactions with students and teachers, as well as with several important actors of the local food and tourism sector, including tourism and hospitality entrepreneurs and representatives of government agencies, with whom they collaborated in the context of planning, running and evaluating the events. The findings show that the ISC can provide students with a good general understanding of the territory and practical knowledge about place branding and food tourism. In terms of career preparation, the combination of fieldwork activities with traditional lectures and group activities was particularly fruitful in promoting soft skills such as communication, efficient use of social media, teamwork, problem-solving and decision making.