کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
8838387 1613129 2019 33 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Consumers wine preferences according to purchase occasion: Personal consumption and gift-giving
ترجمه فارسی عنوان
ترجیحات شراب مصرف کننده به ترتیب خرید: مصرف شخصی و هدیه دادن
کلمات کلیدی
ارزیابی پیش بینی شده، هدیه دادن، مدل کلاس خاموش شراب آلی،
موضوعات مرتبط
علوم زیستی و بیوفناوری علوم کشاورزی و بیولوژیک دانش تغذیه
چکیده انگلیسی
We tested the hypothesis that individuals may act differently when buying a bottle of wine for themselves than they do when buying wine as a gift. Using a between-subject design, we estimated the differences in consumer preference for these two occasions. We conducted a choice experiment on 618 Italian wine consumers and included the attributes of price, geographical indication (i.e. IGT, DOC, or DOCG), organic claim, and brand (i.e. famous producer or a non-famous producer). By applying an error component random parameters logit model, we detected relevant differences between the two scenarios in terms of the relative importance of the studied attributes. The gift-giving scenario was further investigated using a latent class model, which identified three segments of consumers; we profiled these according to personal attitudes and wine knowledge. Our results show a relevant heterogeneity among consumers' preferences for the gift-giving scenario, with geographical indication having a low impact and brand and organic claim playing a pivotal role. This study provides relevant insights for winemakers and retailers regarding diversifying marketing strategies.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Food Quality and Preference - Volume 71, January 2019, Pages 270-278
نویسندگان
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