Consumer preferences for wine attributes: a conjoint approach

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.

A Preference Study for No Alcohol Beer in Italy Using Quantitative Concept Analysis

“…The product attributes and their possible levels were selected on the basis of the results of two focus groups (n = 16; 8 members per session), data from literature 11,20,26 as well as from the results of a preliminary sensory study which identified sensory properties of NAB beers on sale in Italy (QDA techniques and sensory mapping). The attributes studied included product features such as colour and flavour, marketing mix variables such as price attribution, and structural characteristics such as packaging and general claims.…”

Who likes it “sparkling”? An empirical analysis of Prosecco consumers’ profile

“…In the research stream of "stated" preference studies, Gil and Sánchez (1997) used a conjoint designed experiment to examine and compare wine attribute preferences within and between two different Spanish regions. They evaluated the importance of three attributes: price, region of origin and grape vintage year, finding origin to be the most important attribute, but with relevant differences in consumer behavior between regions, in particular in terms of price sensitivity.…”

Rigorously testing multialternative decision field theory against random utility models.

“…Both models have a long success record and are frequently applied in economics, psychology, consumer research, and related fields, including the domains of travel behavior (e.g., Adamowicz, Louviere, & Williams, 1994;Hensher, 1994;Train, 1978;Wardman, 1988), environmental behavior (e.g., Hanley, Wright, & Adamowicz, 1998;Roberts, Boyer, & Lusk, 2008), political choice behavior (e.g., Bowler, Karp, & Donovan, 2010;Karp, 2009;Nownes, 1992), consumer choices (e.g., Green & Srinivasan, 1978, 1990, or food choices (e.g., Gil & Sánchez, 1997;Loureiro & Umberger, 2005, 2007. For example, using probit models, Ryan and Farrar (2000) analyzed preferences in health care (e.g., treatment in a local clinic vs. treatment in a hospital), and Phillips, Maddala, and Johnson (2002) measured preferences for different HIV tests.…”