Marketing-mix Standardization/Localization Strategy and Export Intensity: An Empirical Analysis Based on the Perceptions of Portuguese Wine Producers

This paper investigates the effect of marketing mix elements on export propensity in Portugal. It focuses on an issue that has not been addressed from the point of view of the producers of wine. The research objectives are: i) to assess the importance given by Portuguese wine producers to the different attributes of wine when they export; ii) identify the marketing mix elements that require adaptation in order to be aligned with the international consumer. Results from a sample of Portuguese wine producers show that there are three main groups of factors that Portuguese producers of wine valued: the intrinsic attributes of wine (alcohol, color, certification and region of origin, quality, harvest year, and bottle closure system), market related factors (price, awards, recommendation, positioning, promotion, and context), and extrinsic attributes (brand image, packaging, and label design). Regarding the extent to which wine marketing mix elements should be adapted or not to international markets the results indicated that only intrinsic elements of the wine should remain standardized, while no definitive conclusions could be anticipated to extrinsic and marketing related elements due to lack of statistical significance.