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Taste or reputation: what drives market prices in the wine industry? Estimation of a hedonic model for Italian premium wines

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  • Luigi Benfratello
  • Massimiliano Piacenza
  • Stefano Sacchetto

Abstract

The aim of this article is to provide new evidence on the factors affecting wine prices on both methodological and factual grounds. On the methodological ground, this study is the first to apply a general Box-Cox transformation within the context of hedonic models which exploit all the variables (objective and sensorial characteristics, reputation) pointed out by previous literature as relevant in driving market prices. On the factual ground, the article fills the lack of empirical evidence on the issue for Italy, one of the leading wine producers, by using a large data set on two premium quality wines (Barolo and Barbaresco) covering the 1995-1998 vintages. Our results support the evidence obtained using data from other countries, showing that sensorial traits, the reputation of wines and producers, as well as objective variables are all important factors influencing the consumers' willingness to pay. More importantly, by resorting to a nonnested statistical test (Vuong, 1989) we compare two alternative specifications (taste vs. reputation) and find that the reputation model significantly outperforms the taste one, whereby suggesting that a greater amount of information on how the wine price is formed is contained in the reputation specification.

Suggested Citation

  • Luigi Benfratello & Massimiliano Piacenza & Stefano Sacchetto, 2009. "Taste or reputation: what drives market prices in the wine industry? Estimation of a hedonic model for Italian premium wines," Applied Economics, Taylor & Francis Journals, vol. 41(17), pages 2197-2209.
  • Handle: RePEc:taf:applec:v:41:y:2009:i:17:p:2197-2209 DOI: 10.1080/00036840701222439
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    Cited by:

    1. Caracciolo, Francesco & D’Amico, Mario & Di Vita, Giuseppe & Pomarici, Eugenio & Dal Bianco, Andrea & Cembalo, Luigi, 2016. "Private vs. Collective Wine Reputation," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 19(3).
    2. Eugenio Brentari & Rosella Levaggi, 2010. "Hedonic Price for the Italian Red Wine: a Panel Analysis," Working Papers 1001, University of Brescia, Department of Economics.
    3. repec:eee:regeco:v:64:y:2017:i:c:p:117-136 is not listed on IDEAS
    4. Corsi, Alessandro & Strøm, Steinar, 2013. "The Price Premium for Organic Wines: Estimating a Hedonic Farm-Gate Price Equation," Journal of Wine Economics, Cambridge University Press, vol. 8(01), pages 29-48, May.
    5. Abrate, Graziano & Piacenza, Massimiliano & Vannoni, Davide, 2009. "The impact of Integrated Tariff Systems on public transport demand: Evidence from Italy," Regional Science and Urban Economics, Elsevier, vol. 39(2), pages 120-127, March.
    6. Waldrop, Megan & McCluskey, Jill, 2016. "Impact of Organic, Sustainable, and Biodynamic Wine Making Practices on Wine Prices," 2016 Annual Meeting, July 31-August 2, 2016, Boston, Massachusetts 235217, Agricultural and Applied Economics Association.
    7. Eugenio Brentari & Rosella Levaggi & Paola Zuccolotto, 2015. "A hedonic price analysis for the Italian wine in the domestic market," Quality & Quantity: International Journal of Methodology, Springer, vol. 49(3), pages 999-1012, May.
    8. Dakshina De Silva & Caroline Elliott & Robert Simmons, 2013. "Restaurant wars," Working Papers 44312700, Lancaster University Management School, Economics Department.
    9. repec:eee:jfpoli:v:69:y:2017:i:c:p:154-165 is not listed on IDEAS
    10. Mariarosaria Agostino & Francesco Trivieri, 2016. "European Wines Exports Towards Emerging Markets. The Role of Geographical Identity," Journal of Industry, Competition and Trade, Springer, vol. 16(2), pages 233-256, June.
    11. Agostino, Mariarosaria & Trivieri, Francesco, 2014. "Geographical indication and wine exports. An empirical investigation considering the major European producers," Food Policy, Elsevier, vol. 46(C), pages 22-36.
    12. Antonis Michis & Anna Markidou, 2013. "Determinants of retail wine prices: evidence from Cyprus," Empirical Economics, Springer, vol. 45(1), pages 267-280, August.
    13. Dieter Pennerstorfer, 2014. "Price and Quality Competition in Spatial Markets. The Case of Camping Sites," WIFO Working Papers 466, WIFO.
    14. Cacchiarelli, Luca & Carbone, Anna & Esti, Marco & Laureti, Tiziana & Sorrentino, Alessandro, 2015. "Wine quality and prices: experts vs market," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202750, European Association of Agricultural Economists.
    15. Waldman, Kurt B. & Kerr, John M., 2015. "Is Food and Drug Administration policy governing artisan cheese consistent with consumers’ preferences?," Food Policy, Elsevier, vol. 55(C), pages 71-80.
    16. Florkowski, Wojciech J. & Carew, Richard & He, Senhui, 2008. "British Columbia Consumers' Preferences for Italian Wines: Reputation and Vintage Effects on Wine Quality and Prices," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44403, European Association of Agricultural Economists.

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