Wine consumer preference structure and attitudes towards designation of origin. The case of Castilla-La Mancha
Keywords:
Denominación de Origen, Comportamiento del Consumidor, Análisis Conjunto, Simulación, Posicionamiento de Marcas.Abstract
This paper covers a dual objective. On the one hand, the relative importance was determined of the wine attributes that influence the formation of consumer preferences in Castilla-La Mancha. On the other, consumer attitude was analysed towards wine with Castilla-La Mancha’s most important Designation of Origin (D.O.) certifications (D.O. La Mancha and D.O. Valdepeñas), compared with the best-known wine in the national ambit (D.O. Rioja). As a result of the first objective, the most relevant attributes are price, colour (red, white), certification and origin, in this order. The second objective shows that D.O. La Mancha and D.O. Valdepeñas are considered cheaper wines, of habitual consumption and a lower prestige image, while D.O. Rioja wines are seen as prestigious and expensive, so their consumption is considered appropriate for special occasions.Downloads
Published
2011-10-19
Issue
Section
Articles
License
Assignment of publishing rights for accepted manuscripts: Authors will assign to the Spanish Association of Agricultural Economics (Asociación Española de Economía Agraria, AEEA) the copyright of the manuscript and any supplemental tables, illustrations or other information submitted therewith that are intended for publication as part of or as a supplement to the manuscript in all forms and media (whether now known or hereafter developed), throughout the world, in all languages, for the full term of copyright, effective when and if the article is accepted for publication. No revisions, additional terms or addenda to this Agreement can be accepted without our express written consent.