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Article
Publication date: 24 October 2019

Xiaoquan Chu, Yue Li, Yimeng Xie, Dong Tian and Weisong Mu

The purpose of this paper is to provide further insight into Chinese wine consumerspreference, grasp the regional sensory preference differences of China and build up a…

Abstract

Purpose

The purpose of this paper is to provide further insight into Chinese wine consumerspreference, grasp the regional sensory preference differences of China and build up a predictive model for wine consumers’ sensory preferences.

Design/methodology/approach

The study involved 3,421 Chinese wine consumers in the survey. Classified statistics were conducted to excavate regional differences of wine consumers’ sensory preferences. By analyzing influencing factors, prediction models for consumers’ sensory attribute preferences were constructed on the basis of multivariate disorder logistic regression method.

Findings

Empirical research showed that the wine with the following sensory attributes was the most preferred by Chinese consumers: dry red, refreshing and soft taste, still type, moderate aroma degree and mellow aroma, and sweet wine was also popular. Consumerspreference varied from region to region. The proposed predicting method of the study realized more than 70 percent accuracy when conducting prediction for color, sweetness, aroma type and flavor preferences.

Social implications

By shedding light on the latest sensory attribute preferences of Chinese wine consumers, this study will help wine industry participants conduct market segmentation based on the diversification of consumerspreferences. The wine enterprises can gain guidance from the results to conduct market positioning, adjust strategies and provide specific production for target wine consumers.

Originality/value

Based on the actual situation of Chinese wine market, this study defines sensory attribute indexes of wine from the perspective of wine consumers and presents the most recent comprehensive research on the sensory preferences of Chinese wine consumers through a nationwide survey.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 2 October 2019

Letizia Alvino, Rob van der Lubbe, Reinoud A.M. Joosten and Efthymios Constantinides

The purpose of this paper is to assess whether or not electroencephalography (EEG) provides a valuable and substantial contribution to the prediction of consumer behaviour…

Abstract

Purpose

The purpose of this paper is to assess whether or not electroencephalography (EEG) provides a valuable and substantial contribution to the prediction of consumer behaviour and their preferences during product consumption. In this study, the authors especially focus on individual preferences during a wine tasting experience.

Design/methodology/approach

A consumer neuroscience experiment was carried out with 26 participants that evaluated different red wines while their brain activity was recorded with EEG. A within-subjects design was employed and the experiment was carried out in two sessions. All participants took part in a blind taste session (no label session), in which information about the wine was not disclosed, and a normal taste session (label session), during which the bottle and its label were visible.

Findings

The findings suggest that EEG is a useful tool to study brain activity during product experience. EEG has high temporal resolution, low costs, small dimensions and superior manoeuvrability compared to other consumer neuroscience tools. However, it is noticed that there is a lack of solid theoretical background regarding brain areas (e.g. frontal cortex) and brain activity (e.g. brain waves) related to consumer preferences during product experience. This lack of knowledge causes several difficulties in replicating and validating the findings of other consumer neuroscience experiments for studying consumer behaviour.

Originality/value

The experiment presented in this paper is an exploratory study. It provides insights into the possible contribution of EEG data to the prediction of consumer behaviour during product experience.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 5
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 January 1998

Mercedes Sánchez and José Maria Gil

Conjoint analysis has become an increasingly popular approach to estimate the benefits derived from the attributes of a product. This decompositional method provides…

Abstract

Conjoint analysis has become an increasingly popular approach to estimate the benefits derived from the attributes of a product. This decompositional method provides information about the structure of consumers' preferences, as obtained from the overall judgement of a set of alternative products defined as a combination of levels of different attributes. A two‐Limit Tobit Model approach for conjoint analysis has been used to examine and compare wine attribute preferences within and between different retail outlets (wine shops, direct‐from‐producer and supermarkets) in two Spanish regions: Aragon and Navarre. Three attributes have been used in the conjoint design: price, origin and vintage year. Among these attributes, price is the principal aspect for consumers who buy in wine shops, origin is the most important attribute for supermarket buyers and grape vintage has more utility for buyers who obtain wine directly from the producer. Finally, three wine consumer segments have been identified and characterised in the two regions.

Details

International Journal of Wine Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 2 February 2015

Antonio Chamorro, Sergio Rubio and F. Javier Miranda

The purpose of this paper is to analyse the “region-of-origin” effect in the purchase of cava, a sparkling wine. Cava is a multiregional designation of origin: although it…

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Abstract

Purpose

The purpose of this paper is to analyse the “region-of-origin” effect in the purchase of cava, a sparkling wine. Cava is a multiregional designation of origin: although it is a product typical of a particular Spanish region (Catalonia), it is also produced in other regions in Spain.

Design/methodology/approach

The technique of conjoint analysis is used to identify the structure of the preferences of cava consumers, and to evaluate how that structure is affected by the inclusion of a message that highlights the regional origin of the product. A survey was conducted among 473 wine buyers in the region of Extremadura (Spain).

Findings

The main findings show that the “region-of-origin” effect is significant for the regional buyer of this type of wine, and that the sales of regional brands of cava would be greater if their regional origin were emphasized by indicating the location of the producer in a prominent place on the label. Moreover, three segments of purchasers differentiated by their preference structure are identified.

Originality/value

The novelty of the study lies in the fact that this PDO is a multiregional designation of origin, and that the technique used, conjoint analysis, is applied not only to determine the buyer’s preference structure, but also to evaluate how that structure is affected when the regional origin of the product is highlighted in the message to the purchaser. This study is of value to academic researchers, wineries managers, and regional governments as it highlights important aspects to design marketing strategies and trade policies.

Details

British Food Journal, vol. 117 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 8 February 2021

Karina Munari Pagan, Janaina de Moura Engracia Giraldi, Vishwas Maheshwari, André Luiz Damião de Paula and Jorge Henrique Caldeira de Oliveira

This study aims to analyse the impact of the country of origin of wines on cognitive processing and preferences through brain responses for consumers from the perspective…

Abstract

Purpose

This study aims to analyse the impact of the country of origin of wines on cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement.

Design/methodology/approach

A wine tasting experiment was performed using electroencephalography (EEG). The sample consisted of 40 students from an important Brazilian university. In the first group, the participants tasted two glasses of wine with Brazilian then French origins. In the second group, the participants only tasted one glass of wine, without the origin information. The wine was the same in both groups and from Brazilian origin. Throughout the tasting process, participants had their brain responses recorded via the EEG.

Findings

The main findings suggest that the country of origin did not have a significant influence on cognitive processing or preferences for consumers in general, neither for women nor consumers of high involvement. For men, there was greater cognitive processing for Brazilian wines. However, there was no preference for men among the origins of wines. For consumers with low involvement, there was a difference in cognitive processing, presenting a greater value for Brazil and without origin information. Also, for low-involvement consumers, a greater preference for wine from France was seen.

Originality/value

This study presents a new contribution to the literature by analysing the cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement.

Details

International Journal of Wine Business Research, vol. 33 no. 4
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 11 March 2020

Giordano Ruggeri, Chiara Mazzocchi and Stefano Corsi

Consumers' concerns about the environmental impacts of food production have been increasing over the last years, and several certification systems for environment-friendly…

Abstract

Purpose

Consumers' concerns about the environmental impacts of food production have been increasing over the last years, and several certification systems for environment-friendly food products have been created. This research investigates wine consumers' preferences for a certification that guarantees the use of agricultural practices that better protect the biodiversity in the vineyard during the production of grapes.

Design/methodology/approach

Using a choice experiment, we investigate consumer preferences and willingness to pay for biodiversity-friendly wines on a sample of 334 wine consumers. The experiment was carried out by direct interviews at a wine-tasting event in an Italian winery located in the Franciacorta area, in northern Italy. A between-subject design and two different questionnaires were used, one presenting the Brut bottle and one the Satén bottle.

Findings

Estimates from a mixed logit model reveal that consumers are generally willing to pay a higher price for biodiversity-friendly wines, but they have stronger preferences for organic certification and quality indications. When consumers perceive a specific product as having high quality, i.e. Satèn, they might be less willing to pay for further environment-friendly certifications. Moreover, preferences depend on sociodemographic and attitudinal variables such as gender, wine consumption frequency, wine education and knowledge degree of the labels.

Originality/value

This paper broadens the knowledge about consumer preferences and willingness to pay for biodiversity-friendly wines, focusing on a specific market segment of Italian sparkling wines.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 17 September 2020

Antonio Chamorro, José Manuel García-Gallego and Hermelinda da Conceição Trindade-Carlos

The aim of this study is to analyse the importance of bottle design in relation to other purchasing criteria, and also to understand which design elements are most…

Abstract

Purpose

The aim of this study is to analyse the importance of bottle design in relation to other purchasing criteria, and also to understand which design elements are most attractive to consumers.

Design/methodology/approach

A survey of a sample of 437 wine drinkers was carried out in Portugal using non-probabilistic sampling. The technique used was conjoint analysis based on the SPSS conjoint module.

Findings

One of the key findings was the low importance of bottle design in shaping consumer preferences compared to other attributes (origin, price and category of wine). In terms of design elements, the label had the biggest influence on consumer choice, followed by the type of bottle, bottle seal and brand name, in that order. Differences in consumer choice were evident according to the level of knowledge of wine and frequency of consumption.

Practical implications

The findings of this study provide guidance for Portuguese wineries as regards the marketing and design decisions of their products and packaging.

Originality/value

This study sheds new light on the importance of wine bottle design on consumer preferences. Previous studies in the area have proved to be minimal and heterogeneous.

Details

British Food Journal, vol. 123 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 12 March 2019

Roberta Capitello, Claudia Bazzani and Diego Begalli

This study aims to focus on consumerspreferences towards rosé wine and explore whether and how the consumption context may influence consumers’ choices.

Abstract

Purpose

This study aims to focus on consumerspreferences towards rosé wine and explore whether and how the consumption context may influence consumers’ choices.

Design/methodology/approach

Using social networks platform, the authors conducted a choice experiment, to evaluate Italian consumerspreferences for a glass of rosé in two consumption contexts, restaurant and wine bar. Characteristics of the rosé wine also included price, origin and type of wine. The authors applied a latent class analysis to define rosé wine consumers’ segments and incorporated personality traits in the model.

Findings

The results define three rosé wine drinkers’ profiles: “Wine bar visitors”, “The unenthusiastic” and “Restaurant visitors”. Socio-demographic characteristics and personality traits significantly affect consumers’ membership to the different segments. Who prefers to drink a rosé glass at the wine bar is younger, more opened to new experiences and, therefore, more inclined towards more sophisticated choices. Consumers at the restaurants tend to be more extrovert and sensitive to price.

Practical implications

This study offers insight for practitioners of both wine and hospitality industries in the development of strategies for new products market placement and, at the same time, for academics who are interested in the understanding of behavioural reasoning of consumerswine purchase choices.

Originality/value

This research investigates the effect of consumption context on individuals’ preference formation for a less familiar wine, such as rosé in Italy. To the authors’ knowledge, no previous studies explored how personality traits may affect consumerswine consumption context choices.

Details

International Journal of Wine Business Research, vol. 31 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 1 February 1997

José M. Gil and Mercedes Sánchez

Examines and compares wine attribute preferences within and between two different Spanish regions, Aragón and Navarra, by means of the weighted least squares approach for…

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5346

Abstract

Examines and compares wine attribute preferences within and between two different Spanish regions, Aragón and Navarra, by means of the weighted least squares approach for conjoint analysis. Uses three attributes in the conjoint design: price, origin and grape vintage year. Among these attributes, Navarra consumers assigned more importance to the origin of the wine, followed by price and grape vintage year. Aragón consumers also considered origin as the most important attribute, followed, in this case, by grape vintage year and price. Comparing the different attribute levels, consumers from Aragón preferred locally produced and cheaper wines, while consumers from Navarra preferred Rioja and more expensive wines. Identifies and characterizes four wine consumer segments. Describes how a market simulation experiment was designed to simulate market shares of three alternative wine profiles.

Details

British Food Journal, vol. 99 no. 1
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 30 October 2019

Andrea Dominici, Fabio Boncinelli, Francesca Gerini and Enrico Marone

The purpose of this paper is to investigate preferences for wine made from hand-harvested grapes, and the interactive effect between this attribute and organic certification.

Abstract

Purpose

The purpose of this paper is to investigate preferences for wine made from hand-harvested grapes, and the interactive effect between this attribute and organic certification.

Design/methodology/approach

Data were collected via an online choice experiment involving a sample of 408 Italian wine consumers. A random parameter logit was performed to estimate consumer preferences for wine attributes: harvest type, organic and the interaction between these. The experiment also includes geographical indications and price. Furthermore, a latent class model (LCM) is performed to investigate taste heterogeneity for the included wine attributes.

Findings

On average, consumers prefer the wine produced with hand-harvested grapes. The hypothesis of an interaction between organic and hand-harvested attributes is rejected. Using the LCM, the authors identify three segments with significant taste heterogeneity in terms of the magnitude and the sign of the parameters. Moreover, consumer attitudes towards food naturalness differ according to their belonging to the segments.

Originality/value

The novelty of this article is twofold. First, this study investigates, for the first time, the impact of the hand-harvested method on consumer wine preferences. Second, hand-harvesting and organic have independent values.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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