Influence of purchase place and consumption frequency over quality wine preferences

In this study, conjoint analysis is used to determine the relative importance of a set of attributes which influence purchase decision of quality wine: Designation of Origin (D.O.), type of wine, price and occasion. We have considered two different purchase places (restaurants and retailers) and three segments that differ in consumption frequencies (habitual, occasional and sporadic). Significant differences have been found in preference structures between purchase places and among segments. On the one hand, consumers are specially price conscious in restaurants where formal occasions are more valued. On the other hand, the higher consumption frequency is, the lower D.O. and relative price importance is. The type of wine, therefore, acquires greater importance.