Consumer Research For Wine

Abstract

Wine is complex alcoholic beverage composed of a wide array of sensory and product attributes. Therefore, while wine is an interesting product to research consumer preferences for, there are a series of academic and practical challenges one needs to take into account. The purpose of this chapter is threefold. First, the chapter explains the reasons why wine is considered a complex product. Second, the chapter illustrates the various quantitative techniques one can use to investigate consumer preferences toward different wines, showing the main advantages and disadvantages of each technique and some notable examples of research conducted with each of these techniques. Third, the chapter provides some practical advice in order to conduct