Spanish wine consumer behavior: A choice experiment approach
Overall wine consumption in Spain is decreasing, while at the same time, designation of origin (DO) wine consumption is increasing gradually. This study examines Spanish DO wine consumer behavior by the use of a choice experiment technique. A main-effects model as well as an interaction-effects model is estimated based on four attributes: designation of origin, price, wine aging, and grape variety. Willingness-to-pay estimates, depending on the price segment, is derived for switching from one attribute level to another. Consumer segmentation is undertaken based on purchase frequencies. Market simulations are presented for consumer segments. Empirical results indicate the importance of the DO and the wine aging attributes on wine selection. The interaction-effects model shows the importance of attribute interactions on consumers' choice process. Differences as well as similarities are detected among consumer segments. [EconLit citations: D120, Q120, Q130]. © 2006 Wiley Periodicals, Inc. Agribusiness 22: 343-362, 2006.
Volume (Year): 22 (2006)
Issue (Month): 3 ()
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