NEW CONSUMER TARGETS TOWARDS A TRADITIONAL SPIRIT: THE CASE OF GRAPPA IN PIEDMONT (NORTHWEST ITALY)ITALY
AbstractA choice experiment was carried out in Piedmont (northwest of Italy) to evaluate consumer preferences and behaviour during purchasing process of Grappa, a traditional Italian spirit, whose consideration as a "old-fashioned" product changed in the last decades. Its intrinsic characteristics have been modified by producers according to the consumer preferences. From the socio demographic analysis of the sample of 667 individuals emerged a majority of young and female individuals who consumed Grappa. The Best Worst methodology was employed to measure the preference level of 12 Grappa quality attributes and permitted to identify 4 clusters of Grappa consumers.
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