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Consumer preferences for wine attributes: a conjoint approach

Consumer preferences for wine attributes: a conjoint approach Examines and compares wine attribute preferences within and between two different Spanish regions, Aragón and Navarra, by means of the weighted least squares approach for conjoint analysis. Uses three attributes in the conjoint design: price, origin and grape vintage year. Among these attributes, Navarra consumers assigned more importance to the origin of the wine, followed by price and grape vintage year. Aragón consumers also considered origin as the most important attribute, followed, in this case, by grape vintage year and price. Comparing the different attribute levels, consumers from Aragón preferred locally produced and cheaper wines, while consumers from Navarra preferred Rioja and more expensive wines. Identifies and characterizes four wine consumer segments. Describes how a market simulation experiment was designed to simulate market shares of three alternative wine profiles. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Consumer preferences for wine attributes: a conjoint approach

British Food Journal , Volume 99 (1): 9 – Feb 1, 1997

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References (13)

Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070709710158825
Publisher site
See Article on Publisher Site

Abstract

Examines and compares wine attribute preferences within and between two different Spanish regions, Aragón and Navarra, by means of the weighted least squares approach for conjoint analysis. Uses three attributes in the conjoint design: price, origin and grape vintage year. Among these attributes, Navarra consumers assigned more importance to the origin of the wine, followed by price and grape vintage year. Aragón consumers also considered origin as the most important attribute, followed, in this case, by grape vintage year and price. Comparing the different attribute levels, consumers from Aragón preferred locally produced and cheaper wines, while consumers from Navarra preferred Rioja and more expensive wines. Identifies and characterizes four wine consumer segments. Describes how a market simulation experiment was designed to simulate market shares of three alternative wine profiles.

Journal

British Food JournalEmerald Publishing

Published: Feb 1, 1997

Keywords: Conjoint analysis; Market segmentation; Modelling; Wines and spirits

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