Wine demand in Italy: an analysis of consumer preferences
New Medit, vol 7, n.4, (December 2008), pp. 40-46
Jel classification: Q130, D120
This study examines the consumer preferences for wine attributes. Previous research indicates that directly observable attributes are particularly relevant. A choice experiment has been carried out on 444 wine buyers in North-Eastern Italy, simulating the choice of a wine for ordinary consumption, at a supermarket. The presence of DOC or IGT designations of origin, a known brand and the indication of the grapevine variety on the label increase the choice probability and are all associated with a positive WTP. The price has a smaller influence than other attributes and its relationship with utility is quadratic. The private label only slightly affects the consumer choices, with a negative or positive effect depending on the wine initial price.
wine, consumers’ behaviour, demand analysis, quality, choice experiment