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Selling Wine In Downtown: Who Is The Urban Winery Consumer?


  • Natalia Velikova

    () (Texas Tech University, USA)

  • Phatima Mamardashvili

    () (International School of Economics at Tbilisi State University, Georgia)

  • Tim H. Dodd

    () (Texas Tech University, USA)

  • Matthew Bauman

    () (Texas Tech University, USA)


Urban tasting rooms are a relatively new and growing phenomenon in the U.S. wine market. However, there has been little research concerning the specific marketing strategies that contribute to the success of urban wineries, including their desired target markets. The current study is an initial attempt to explore consumers’ choices of urban wineries. Based on the data obtained through an online survey (N = 1,412) incorporating a discrete choice experiment (DCE) with visual simulations, the study offers a profile of the urban winery consumer. Managerial implications, limitations, and suggestions for future research are included.

Suggested Citation

  • Natalia Velikova & Phatima Mamardashvili & Tim H. Dodd & Matthew Bauman, 2019. "Selling Wine In Downtown: Who Is The Urban Winery Consumer?," Working Papers 003-19, International School of Economics at TSU, Tbilisi, Republic of Georgia.
  • Handle: RePEc:tbs:wpaper:19-003

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    References listed on IDEAS

    1. Aizaki, Hideo, 2012. "Basic Functions for Supporting an Implementation of Choice Experiments in R," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 50(c02).
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    urban winery; consumer profile; discrete choice experiment;

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