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The commercialisation of wine in Spain isproblematic due to two concrete circumstances: thedecrease in wine consumption because of a consumershift toward substitute drinks and the greater presenceof national and foreign wine in the interior market,which involves an increase in business competitiveness.The increase in competitiveness of quality Spanish winedepends on producing enterprises’ knowledge of wineconsumer preferences so they can offer consumers whatthey demand. In order to respond to this matter andbetter adapt supply, 421 wine consumers were surveyedusing the Best-Worst Scaling methodology. Varioussegmentations were also made by consumer income andage groups. The results indicate that the two mainattributes which condition consumers in choosing wineare the region of origin and having tasted it previously.The region of origin attribute is valued in general byconsumers over 34 years old who have a monthly familyincome above 1,500 €. The attribute of having tasted itbefore, which on many occasions is associated with theprice attribute, is valued particularly by youngerconsumers and those with lower incomes.

Keywords: Consumer behaviour ; Wine attributes ; Food Marketing

Subject(s): Consumer/Household Economics

Issue Date: 2011

Publication Type: Conference Paper/ Presentation

PURL Identifier:

Total Pages: 5

Record appears in: European Association of Agricultural Economists (EAAE) > 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland

Autor: Bernabeu, Rodolfo ; Olmeda, Miguel ; Diaz, Monica


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