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Atrapados en la marca-país

Author

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  • Saens, Rodrigo
  • Berríos, Rodrigo

Abstract

Sobre datos de 14.284 botellas provenientes de seis regiones/país: Argentina, Australia, Chile, California (Estados Unidos de América), Borgoña (Francia) y Sudáfrica, y cinco cosechas: 1997, 1999, 2001, 2004 y 2005, se estima un modelo de precios hedónicos que relaciona causalmente precio del vino con calidad individual y marca-país. Se confirma una relación positiva y estadísticamente significativa entre precio y calidad individual, y se detecta que el premio o castigo que reciben los vinos por marca-país -al igual que la elasticidad precio-calidad- se ha mantenido estable en el tiempo. A igual calidad individual y respecto de los vinos californianos, los vinos chilenos y argentinos siguen siendo castigados hoy en más de un 50%. Se constata también que el problema de la marca-país no tendrá solución mientras países entrantes a esta industria, como Chile o Argentina, no produzcan una masa crítica de vinos de excepcional calidad, factor que a fin de cuentas determina la consistencia de una buena imagen o reputación colectiva de sus productores.

Suggested Citation

  • Saens, Rodrigo & Berríos, Rodrigo, 2012. "Atrapados en la marca-país," Revista CEPAL, Naciones Unidas Comisión Económica para América Latina y el Caribe (CEPAL), April.
    • Handle: RePEc:ecr:col070:11527
    Note: Incluye Bibliografía
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    File URL: http://repositorio.cepal.org/handle/11362/11527
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    Cited by:

    1. García Arancibia, Rodrigo & Rossini, Gustavo & Depetris Guiguet, Edith, 2015. "Wine Label Descriptors and Shelf Price Paid by Argentine Consumers," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 16(2), pages 1-17.

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