Wine consumers’ preferences in Spain: an analysis using the best-worst scaling approach

Abstract

Research on wine consumers’ preferences has largely been explored in the academic literature and the importance of wine attributes has been measured by rating or ranking scales. However, the most recent literature on wine preferences has applied the best-worst scaling approach to avoid the biased outcomes derived from using rating or ranking scales in surveys. This study investigates premium red wine consumers’ preferences in Spain by applying best-worst alternatives. To achieve this goal, a random parameter logit model is applied to assess the impacts of wine attributes on the probability of choosing premium quality red wine by using data from an ad-hoc survey conducted in a medium-sized Spanish city. The results suggest that some wine attributes related to past experience (i.e. it matches food) followed by some related to personal knowledge (i.e. the designation of origin) are valued as the most important, whereas other attributes related to the image of the New World (i.e. label or brand name) are perceived as the least important or indifferent.

Exploring the mediating role of trust in food products with Protected Designation of Origin. The case of ´Jamón de Teruel´

“…According to Rabadán & Ato (2003), the purpose of focus groups is basically exploratory and their most important aspects are: (1) obtaining hypotheses, (2) understanding consumer emotions when taking purchasing decisions, (3) perception of qualities and weaknesses of a product, (4) opinions, attitudes and preferences with respect to products, their marketing and use, selecting geographic areas to simulate pricing, distribution and promotion, and (5) to find out the terminology employed in, for instance, designing questionnaires and effective communication campaigns. A focus group of regular consumers of cured as an extrinsic attribute in which consumers can trust (Zeithaml, 1988;Steenkamp, 1990;Grewall, 1995;Grunert et al, 1996;Steenkamp & Van Trijp, 1996;Bredahl et al, 1998;Bello & Calvo, 2000;Magistris et al, 2014).…”

“…In fact, as Calvo (2001) suggests, the more processed, transformed, manufactured and standardized a product is, the more importance extrinsic attributes will have as indicators of the quality of a PDO product. Similarly, the better the image that a product has as a consolidated brand (due to a higher differentiation capacity, as in the case of a PDO), the more consumers will trust in its extrinsic attributes (Magistris et al, 2014). This will allow a decrease in the perceived risk at the place of purchase and when consuming the product.…”

Wine consumer profiles from producing and importing countries in Europe are different

“…There have been only a few rigorous academic studies of wine consumers and the determination, in some extent, of their demographic and socioeconomic profile. Some research has been done referred to wine consumer profiles in the United Kingdom (Ritchie, 2007;Phillips and Wilson, 2016), in Spain (Gil and Sánchez, 1997;De-Magistris et al, 2014), in Italy (Casini et al, 2009b), in France (Summerfield, 2013), in Germany (Szolnoki and Hoffmann, 2014;Wiedmann et al, 2014), in Australia and New Zealand (Bruwer et al, 2002;Johnson and Bruwer, 2003;Thomas and Pickering;Bruwer and Li, 2007), in Argentina (Yvon, 2007), in South Africa (Ndanga et al, 2009), in China (Camillo, 2012), in Chile (Palma et al, 2014), and in the U.S. (Hussain et al, 2006;Villanueva et al, 2015). These papers employ different techniques to understand domestic consumer demographics and provide a description of wine consumer profiles, mainly using psychographic variables and qualitative analysis, and in very few cases, quantitative analysis.…”

Las Preferencias Del Consumidor Usando El Método De Máximas Diferencias

“…Por otro lado, la zona (región, país) de origen es uno de los atributos más importantes en la compra de vino por parte de los consumidores australianos (Batt y Dean, 2000) y chinos (Balestrini y Gamble, 2006). Asimismo, De-Magistris et al (2014) señala que la variedad de uva y el país de origen son dos atributos muy importantes en los países emergentes. En Perú, la mayoría de los consumidores prefiere variedades dulces o semisecas.…”