Analysis of consumers’ preferences for a special-occasion red wine: A dual response choice experiment approach

We analysed the heterogeneity of consumers’ preferences toward a red wine for a special occasion in Catalonia (Spain). The empirical analysis included a survey of 400 consumers. A variation of the “dual response choice experiment” (DRCE) design, which allows the simultaneous analysis of what consumers “would prefer” (first stage of the DRCE) and what they “would purchase” (second stage of the DRCE) was implemented using the heteroscedastic extreme value (HEV) model. The results show that the most preferred attributes are wines of Catalan origin, wines made with the Cabernet Sauvignon grape variety, and wines that have been previously experienced by the consumer. The ordering of the attributes was not affected by whether the choice of purchase was forced. Nevertheless, the results from the non-forced choice experiment exhibited an increasing tendency of welfare estimates for the most preferred attributes and levels.

• Consumers’ preferences for a special-occasion red wine in Catalonia are analysed.
• An experienced wine is shown to be the most used risk reduction strategy (RRS).
• A Catalan wine with the Cabernet Sauvignon grape variety are the most preferred levels.
• The dual response choice experiment design allows for forced and non-forced choices.
• Non-forced choice increases welfare estimates for the most preferred levels.