Consumer preferences of wine in Italy applying best-worst scaling

Simple item page
dc.contributor.authorCasini, L.
dc.contributor.authorCorsi, A.
dc.contributor.authorGoodman, S.
dc.contributor.editorCohen, E.
dc.date.issued2009
dc.description.abstractPurpose – The purpose of this paper is to focus on measuring the importance of the attributes, which influence the wine choice of Italian consumers when they buy wine either in a retail or an on-premise setting, identifying significant behavioural differences across geo-demographic subgroups of the sample. Design/methodology/approach – The best-worst (BW) method was applied together with simple statistical methods to measure the degree of importance given by respondents to attributes, avoid rating bias problems, and compare potential market segments. Findings – A general analysis of BW scores showed that direct, personal and sensorial experiences are the most important attributes when choosing wine. The statistical analysis evidenced that, while choosing wine in retail stores, the level of involvement respondents have toward wine, the age of the interviewees and the geographical provenance of the respondents showed the greatest differences in attribute importance. Respondents in the on-premise sector were more similar across the socio-demographic groups compared to the retail respondents, with differences in the age and involvement having the greatest effect compared to other variables. Originality/value – The BW method has never been applied in Italy so far. Moreover, it has never been used to measure preferences of Italian consumers for wine, either in the retail or in the on-premise setting. The BW method allowed researchers to identify the attributes able to influence consumers choices for wine at most (and at least). Compared to other methodologies, this has been done avoiding problems of rating bias, favouring a cross regional comparison of the way diverse populations judge similar attributes.
dc.description.statementofresponsibilityLeonardo Casini, Armando Maria Corsi, Steve Goodman
dc.identifier.citationInternational Journal of Wine Business Research, 2009; 21(1):64-78
dc.identifier.doi10.1108/17511060910948044
dc.identifier.issn1751-1062
dc.identifier.issn1751-1070
dc.identifier.orcidCorsi, A. [0000-0002-2479-199X]
dc.identifier.orcidGoodman, S. [0000-0002-6566-2633]
dc.identifier.urihttp://hdl.handle.net/2440/66190
dc.language.isoen
dc.publisherEmerald Group Publishing Limited
dc.rights© Emerald Group Publishing Limited
dc.source.urihttps://doi.org/10.1108/17511060910948044
dc.subjectProduct attributes
dc.subjectWines
dc.subjectConsumer behaviour
dc.subjectItaly
dc.titleConsumer preferences of wine in Italy applying best-worst scaling
dc.typeJournal article
pubs.publication-statusPublished

Files

Collections

Business School publications