Casini, L.Corsi, A.Lockshin, L.Cohen, E.Goodman, S.2009-12-142009-12-142008Proceedings of 4th International Conference of the Academy of Wine Business Research : pp.1-15http://hdl.handle.net/2440/54700This work focuses on measuring the importance of the attributes which influence the wine choice of Italian consumers when they buy wine either in a retail or on-premise setting. Our goal is try to identify significant behavioural differences across geo-demographic subgroups of the sample, in order to give marketers an instrument to develop more efficient marketing strategies. We applied the BW method together with an ordinal logistic regression to compare subgroups. The main advantages of this methodology are (a) a higher discriminating power for the measure of the degree of importance given by respondents to attributes, (b) the avoidance of rating bias problems, and (c) the use of ordinal logistic regression to compare potential market segments. A general analysis of BW scores shows that direct, personal and sensorial experiences are the most importance attributes when choosing wine. The ordinal logistic regression model showed only a few differences among socio-demographic segments in the sample. However, some important differences were found. In particular the analysis showed that while choosing wine in retail stores the level of involvement respondents have toward wine, the frequency of consumption and the geographical province 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 of interviewees having the greatest compared to other variables.enCopyright status unknownProduct attributesWinesConsumer behaviourItalyConference paper002008497840392Goodman, S. [0000-0002-6566-2633]