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The purpose of this paper is to analyse the “region-of-origin” effect in the purchase of cava, a sparkling wine. Cava is a multiregional designation of origin: although it is a product typical of a particular Spanish region (Catalonia), it is also produced in other regions in Spain.

The technique of conjoint analysis is used to identify the structure of the preferences of cava consumers, and to evaluate how that structure is affected by the inclusion of a message that highlights the regional origin of the product. A survey was conducted among 473 wine buyers in the region of Extremadura (Spain).

The main findings show that the “region-of-origin” effect is significant for the regional buyer of this type of wine, and that the sales of regional brands of cava would be greater if their regional origin were emphasized by indicating the location of the producer in a prominent place on the label. Moreover, three segments of purchasers differentiated by their preference structure are identified.

The novelty of the study lies in the fact that this PDO is a multiregional designation of origin, and that the technique used, conjoint analysis, is applied not only to determine the buyer’s preference structure, but also to evaluate how that structure is affected when the regional origin of the product is highlighted in the message to the purchaser. This study is of value to academic researchers, wineries managers, and regional governments as it highlights important aspects to design marketing strategies and trade policies.

This article aims to analyse various wine differentiation strategies (price, origin, type and production system) to counteract the commercial success of new wine producers compared to traditional ones.

The methodology consisted of a survey of 400 Castilla‐La Mancha wine consumers during the month of March 2004, whose preferences were determined through several multivariate techniques.

Three consumer segments were identified: the first shops for wine mainly by price, the second, by origin and the third, by a combination of price and type of wine. In this sense, except for the first segment, where competition by a cheaper wine from other places could endanger the local market, possible strategies would be to continue emphasising origin in a traditional approach and to search for a new wine differentiation based on organic production. Both strategies, which can be carried out jointly, would require government backing in addition to support from the business sector.

This paper contributes to a greater knowledge of Spanish consumer habits by analysing the degree of influence that various factors have on attitudes towards the purchasing of wine.

This paper aims to further progress in research on perceived quality of fresh fruit and vegetables. It seeks to develop and discuss two models for perceived quality of tomato, including the price variable as an indicator for perceived quality of tomato.

The data come from a survey of 400 consumers that measures the importance of a set of tomato attributes on a Likert scale. The models were adjusted by means of structural equation analysis. Two procedures were followed for model development: the first started from an exploratory factor analysis. In the second, relations and correlations among variables were established starting from the theoretical framework that differentiates among search, experience and credence attributes.

Two models of tomato perceived quality are formulated and discussed. Both established that the perceived quality of fresh tomato could be explained through nine attributes. Some of them can be deduced at the place of purchase; some, during consumption while others are a question of trust. With regard to using price as an indicator of the perceived quality of tomato, both models suggested the elimination of this variable from the model for perceived quality.

Studying perceived quality has received much attention in research on the behaviour of food consumers. Nevertheless, there are not many attempts to establish models for the perceived quality of fresh fruit and vegetables. Specifically, there are very few studies on consumer behaviour that analyse the perceived quality of tomato. Thus, this study is one of the first attempts to establish a model for perceived quality of tomato.

This paper aims to analyze the current wine consumption situation with special attention being paid to the habits and preferences of young consumers.

The study was carried out on a sample of 318 consumers; 50 per cent of the sample were under the age of 35 and 50 per cent were older. The information gathered was then subjected to the appropriate statistical tests. The lifestyles and images of wine consumption of those surveyed was first looked at, followed by the results obtained related to consumption of drinks such as water, fruit juice, soft drinks, beer and, of course, wine.

Lifestyles are changing and the results found here indicate that the under‐35s are concerned about their health and to maintain a healthy lifestyle. This is reflected in a certain negative view of wine with its consumption being reserved for special occasions. With regard to knowledge of Denominacion de Origen, the results are pointing out that a small sector of the under‐35 group had only a vague notion of its meaning. This situation suggests a need for promotional activity by business and institutions aimed at increasing the knowledge of young people have of wine.

This study offers information to the wine industry for the improvement of young consumers' knowledge of the meaning of Denominacion de Origen as a guarantee of the origin of a product and of its quality.

The purpose of this paper is to determine the importance that customers give to the origin attribute when selecting a financial entity compared to other features directly related to the service that these institutions provide. In addition, this study aims at analysing what level of brand origin provides a greater utility for customers in their preference structure: regional, national or foreign.

The technique of conjoint analysis is applied via a survey of 427 customers to determine customers’ preference structure when choosing a financial entity.

Of particular note among the main results is the great importance the respondents give to the origin of the entity, preferring regional over national or foreign institutions. The existence of three different segments of customers based on their preference structure is also a remarkable result.

Place-of-origin effect is not universal. Due to this fact, the results of the studies focussed on this research topic are difficult to extrapolate to other geographical areas.

The current situation in southern Europe financial sector obliges many small financial entities to undertake mergers in order to face the stability and solvency policies established by European Central Bank. In this sense, these institutions must decide whether or not to maintain their regional brand identity. The results of this study show the appropriateness of maintaining and communicating the regional origin of the entities. These findings will contribute to guiding decision making on brand management for financial entities.

To the best of the knowledge, there is a lack of research on the place-of-origin through different levels simultaneously. This paper provides a starting point for further research about this effect in the services sector.

The aim of this paper is to consider place as a value proposition, in the context of Resource-Advantage Theory, by analysing the concept of terroir, including its antecedents and consequences.

The authors conceptually analyse the role of place in marketing by contrasting terroir to three other approaches: “in the style of […]”; “made in […]” and Protected Designations of Origin. They explore the impact of terroir on a range of products, offering a series of terroir value propositions.

Versus other place links, terroir offers a more specific Resource-Advantage, operating at environmental, philosophical and commercial levels. It offers a unique form of value to both consumers (e.g. identity, authenticity, cultural rootedness) and producers (e.g. irreproducibility, potential legal protection).

Propositions address the antecedents and consequences of the terroir designation, the impact of consumer engagement, perceived authenticity and the added value offered to other regional goods. Additionally, how terroir may form a barrier to market entry, the relationship it has with the territorial brand, whether it offers greater product longevity and how it can be used as leverage for other related place-based brands and tourism are examined.

This is the first paper to address terroir as a marketing concept and to situate it within other forms of place marketing. It provides a definition, outlines the ways in which terroir creates value and provides a research agenda for future engagement with the concept.

The purpose of this study is to analyze the levels of knowledge and consumption of organic tomatoes in Spain, and their influence in consumer willingness to pay for this type of food.

The data used in this work come from a survey of 361 Spanish consumers. The paper analyzes the levels of consumption and the knowledge of organic foods, proposing a contingent valuation exercise for organic tomatoes. The Hanemann model is used to estimate the average and maximum willingness to pay for this product. A multivariate logit model was calculated, with different starting prices and variables derived from a cluster analysis of consumers.

Three distinct groups of consumers were identified, and their willingness to pay for organic tomatoes was modeled using contingent valuation. The results clearly show a generalized lack of knowledge of organic products and the confusion caused by the proliferation of labels. A clear relationship was also observed between consumers' levels of knowledge and consumption of organic foods and their willingness to pay a premium for these products. This confirms the interest shown by policy makers in promoting education and information aimed at developing the domestic market.

This paper shows an interesting approach, as research on the influence of knowledge and consumption of organic food on consumers' willingness to pay for this product is scarce, and even more if one considers the local character of many of these studies. As the premium of organic food is one of the main constraints to the growth of this sector, results may be relevant both for producers and planners.

The aim of this study is to analyse Millennial generation's preferences for wine attributes in two countries, one from the “New World” (USA) and the other from the “Old World” (Spain), in order to see whether they are different. Heterogeneity in attribute importance is investigated, with wine consumers classified into different segments according to attribute importance.

The Best‐Worst choice method was used with information obtained from a survey conducted in two cities of Spain and the USA (Zaragoza and Fayetteville), respectively. Then, attribute importance heterogeneity was modelled and consumers were classified with a latent class model.

The results indicate that American and Spanish Millennial consumers present some similarities but also some differences in wine preferences. While Millennial consumers in the USA attributed more importance to “I tasted the wine previously”, Spanish Millennials ascribed more importance to the “designation of origin”. Moreover, heterogeneity in attribute importance in both countries was detected and five consumer segments were identified showing clear differences in terms of the importance attached to different wine attributes: “Traditionalists”, “Wine seekers”, “Label fans”, “Insecure” and “Price conscious”. These wine consumer segments could be characterized by traditional socio‐demographic profiles and only differed in wine consumer preferences.

The Best‐Worst method, used to compare wine consumers from the “New World” and the “Old World”, asks them to choose among hypothetical wines defined by a mix of traditional and novel attributes, according to previous studies.

The purpose of this paper is to focus on measuring the importance of the attributes, which influence the wine choice of Italian consumers when they buy wine either in a retail or an on‐premise setting, identifying significant behavioural differences across geo‐demographic subgroups of the sample.

The best‐worst (BW) method was applied together with simple statistical methods to measure the degree of importance given by respondents to attributes, avoid rating bias problems, and compare potential market segments.

A general analysis of BW scores showed that direct, personal and sensorial experiences are the most important attributes when choosing wine. The statistical analysis evidenced that, while choosing wine in retail stores, the level of involvement respondents have toward wine, the age of the interviewees and the geographical provenance of the respondents showed the greatest differences in attribute importance. Respondents in the on‐premise sector were more similar across the socio‐demographic groups compared to the retail respondents, with differences in the age and involvement having the greatest effect compared to other variables.

The BW method has never been applied in Italy so far. Moreover, it has never been used to measure preferences of Italian consumers for wine, either in the retail or in the on‐premise setting. The BW method allowed researchers to identify the attributes able to influence consumers choices for wine at most (and at least). Compared to other methodologies, this has been done avoiding problems of rating bias, favouring a cross regional comparison of the way diverse populations judge similar attributes.

The paper aims to measure the degree of influence that attributes such as price, origin, type and production system have on Spanish consumers when purchasing cheese, while also analysing various cheese differentiation strategies.

The methodology consisted in a survey of 420 Madrid (Spain) cheese consumers during the month of December 2006, whose preferences were determined through several multivariate techniques.

The first result derived from this paper is the negative influence of the organic production system attribute on the cheese consumer preference structure. Therefore, this attribute becomes an inadequate differentiation strategy for cheese, while origin is the most adequate differentiation. In this sense, three consumer segments are identified: the first, shops for cheese mainly by type, the second, by a combination of origin, type and price and the third, by an origin of cheese. In this sense, except for the first segment, where competition by a type of cheese from other places could endanger the local market, possible strategies would be to continue emphasizing origin in a traditional approach.

The paper highlights organic differentiation in products already differentiated and accepted by the consumer does not always contribute additional utility to the consumer. It does not matter whether this differentiation and acceptance comes from origin and/or traditional production, as is the case of Manchego cheese.