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Home
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Working Papers
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Origin, Grape Variety or Packaging? Analyzing the Buying Decision for Wine with a Conjoint Experiment

Working Paper No. 72

Published: 2010
Category:
Business

Origin, Grape Variety or Packaging? Analyzing the Buying Decision for Wine with a Conjoint Experiment

Gergely Szolnoki, Roland Herrmann & Dieter Hoffmann
Full Text PDF
Abstract
The purpose of this paper is to analyse the influence of the identification1 and the packaging of bottled wines on the consumer decision. A case study is conducted in order to quantify the weight of determinants of wine purchase such as origin and variety, i.e. the identification factor, bottle shape, bottle colours and label style (elements of packaging). The analysis of the relative importance of these factors is based on conjoint measurement. A real buying decision without tasting the wine is simulated and conjoint analysis is applied to measure the utility of wine characteristics. The results show that wine packaging has a significant impact on the buying decision. Furthermore, it can be stated that the influence of the exterior product design differs strongly across customer segments.

Submission

Please send your papers as PDF files to the editor, Victor Ginsburgh, at vginsbur@ulb.ac.be
Papers will be quickly reviewed, prior to potential posting on the website. Decision will be to post or not, possibly with short comments, but without referee reports. The decision will be based primarily on the suitability of the paper’s topic to the aims of the Association.
Such decisions are independent of publication decisions for the Journal of Wine Economics.

Working Paper publication requires that at least one author
is a regular member of AAWE.

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