Qualitative determinants of wine demand: an exploratory analysis of two Sicilian wines “Catarratto” and “Nero d’Avola”

This article analyzed the socio-cultural representations associated with two Sicilian wines, Catarratto, and Nero d’Avola. The study was carried out in area of western Sicily, where most wine growing is concentrated. In particular, for ‘Catarratto’, research conducted Gulf Castellammare province Trapani, an particularly suited to cultivation ‘Catarratto’ vine from which white obtained; ‘Nero d’Avola’, Menfi Agrigento, this black vine. Our objective determine how players chain, who indirectly deal wine, construct their mental model relating suggest companies appropriate marketing actions take increase competitive advantage. To achieve research, ten focus groups consisting consumers, teetotalers, opinion leaders, merchants, shop owners, medical doctors, food experts were conducted. During group, we gave these subjects a document they had explain what evokes them. results confirm that complex product whose consumption sensations, memories, pleasures. provides important source knowledge on current cultural significance its areas Sicily. Therefore, highlighted quality wines can guarantee competitiveness at company sector levels.