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Modelling the determinants of wine choice among South Africa’s “Black Diamonds”

Author

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  • Ndanga, Leah Z.B.
  • Louw, Andre
  • van Rooyen, C.J.
  • Chikazunga, Davison

Abstract

This paper uses a choice based conjoint analysis in an attempt to develop a consumer profile for the new market for black consumers. Although the different statistical packages used variants of the MNL model, the results were significantly similar with no contradictions in their results and the model provided here had the best statistical significance. Despite the models’ imminent statistical insignificance, they suggested valuable notions about black consumers’ wine choice determinants. Age, gender and the choice of favourite red wine may be used to segment the market and the other significant coefficients will affect the marketing and distribution choices to be followed by wine companies.

Suggested Citation

  • Ndanga, Leah Z.B. & Louw, Andre & van Rooyen, C.J. & Chikazunga, Davison, 2008. "Modelling the determinants of wine choice among South Africa’s “Black Diamonds”," Working Papers 108001, University of Pretoria, Department of Agricultural Economics, Extension and Rural Development.
    • Handle: RePEc:ags:upaewp:108001
    DOI: 10.22004/ag.econ.108001
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