Determinants of Choice and Intensity of Wine Consumption: Analysis of Local Product and Marketing Strategies

The economic crisis and market saturation have encouraged the growth and interest in local strategies to enhance the product. The study aims to analyze the consumption behavior of those who choose to buy local products, in particular the wine, in order to identify what are the variables (the determinants of choice) that influence the purchase of this product. Participants in the study were 93 consumers of wine typical Sicilian. The analysis model used is the intensity of consumption scales to determine what motivates the consumer to buy the wine and behavioral basis That favor the intent of the consumers of wine to repurchase the product (Bagozzi, 1999). Results that have emerged from this research are certainly very interesting because in the light of this we can say that there is a close relationship between the consumption of local wine and purely social reasons