Assessing the impact of a Christmas advertisement campaign on Catalan wine preference using Choice Experiments

Our paper seeks to assess the impact of information and advertisement on consumers’ preference for wines in special occasions (Christmas) in Catalonia (Spain). We apply the Choice Experiments method to study the relative importance of attributes that describe consumers’ decision to purchase wine by using the Heteroskedastic Extreme Value (HEV) model. Data were obtained from two questionnaires applied to a pre and post spot samples formed by 299 and 400 individuals, respectively. Results suggest that the proposed spot does not affect the ranking of the preferred attributes, nevertheless this preference is heterogeneous. After advertising preferences scores have revealed significant differences. The relative importance of the “Catalan” wine has increased compared to the “Spanish” wine. The most preferred product is a Catalan wine made from the “Cabernet Sauvignon” variety. Wines that have been previously tasted by the consumer seem to be preferred over recommended or prestigious wines. However, advertising increases the relative importance of prestigious wines.

► In a novel approach we apply the HEV model to analyze advertisement impact.
► Advertising has increased the relative importance of the local origin of wine.
► We analyze wine preference for a special occasion, specifically for Christmas.
► Choice Experiments allow analyzing change of preference in a controlled environment.
► Catalan consumers have higher preferences for wines of Catalan origin.