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The Wine Attributes with the Greatest Influence in the Process of Consumer Choice in Spain AgEcon
Bernabeu, Rodolfo; Olmeda, Miguel; Diaz, Monica.
The commercialisation of wine in Spain is problematic due to two concrete circumstances: the decrease in wine consumption because of a consumer shift toward substitute drinks and the greater presence of national and foreign wine in the interior market, which involves an increase in business competitiveness. The increase in competitiveness of quality Spanish wine depends on producing enterprises’ knowledge of wine consumer preferences so they can offer consumers what they demand. In order to respond to this matter and better adapt supply, 421 wine consumers were surveyed using the Best-Worst Scaling methodology. Various segmentations were also made by consumer income and age groups. The results indicate that the two main attributes which condition consumers...
Tipo: Conference Paper or Presentation Palavras-chave: Consumer behaviour; Wine attributes; Food Marketing; Consumer/Household Economics.
Ano: 2011 URL:
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