HETEROGENEITY OF SERBIAN CONSUMERS' PREFERENCES FOR LOCAL WINES: DISCRETE CHOICE ANALYSIS
DOI:
https://doi.org/10.5937/ekoPolj2001037KKeywords:
Wine, Serbia, preferences, attributes, discrete choice analysis, segmentationAbstract
The unique and at the same time very complex nature of the wine requires a more thorough selection process compared to other consumer products. Wine consumers are faced with a number of brands, grape varieties, and regions of origin, diverse tastes and prices. Using discrete choice experiment this study explores the importance that consumers in Serbia attach to five attributes of the local wine brands. Respondents were asked to evaluate 10 choice tasks, each with three different wines, and to choose the one that they would like to have with friends or family. The sample results indicate the high importance of the wine brand, while the price proved to be the least important. However, preference-based segmentation identified three clusters that differ primarily in the type of wine they favor, but also whether they like or not sweet and sparkling wines. It turns out that the price is a moderately important attribute in all clusters.
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References
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33. Tait, P., Saunders, C., Dalziel, P., Rutherford, P., Driver, T., & Guenther, M. (2019). Estimating wine consumer preferences for sustainability attributes: A discrete choice experiment of Californian Sauvignon blanc purchasers. Journal of Cleaner Production, 233, 412-420, doi: 10.1016/j.jclepro.2019.06.076
34. Tempesta, T., Giancristofaro, R. A., Corain, L., Salmaso, L., Tomasi, D., & Boatto, V. (2010). The importance of landscape in wine quality perception: An integrated approach using choice-based conjoint analysis and combination-based permutation tests. Food Quality and Preference, 21(7), 827-836, doi: 10.1016/j.foodqual.2010.04.007
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39. Zhu, Q. (2007). Consumer preferences for internet services: A Choice-Based conjoint study. University of Georgia.
2. Capitello, R., Bazzani, C., & Begalli, D. (2019). Consumer personality, attitudes and preferences in out-of-home contexts: The case of rosé wine in Italy. International Journal of Wine Business Research, 31(1), 48-67, doi: 10.1108/IJWBR-06-2018-0022
3. Chrea, C., Melo, L., Evans, G., Forde, C., Delahunty, C., & Cox, D.N. (2011). An investigation using three approaches to understand the influence of extrinsic product cues on consumer behavior: An example of Australian wines. Journal of Sensory Studies, 13(24), 13-24, doi: 10.1111/j.1745-459X.2010.00316.x
4. Corsi, A.M., Mueller, S., & Lockshin, L. (2012). Lets see what they have... what consumers look for in a restaurant wine list. Cornell Hospitality Quarterly, 53(2), 110-121, doi: 10.1177/1938965511428448
5. Di Vita, G., Caracciolo, F., Brun, F., & DAmico, M. (2019). Picking out a wine: Consumer motivation behind different quality wines choice. Wine Economics and Policy, 8(1), 16-27, doi: 10.1016/j.wep.2019.02.002
6. Escobar, C., Kallas, Z., & Gil, J.M. (2018). Consumers wine preferences in a changing scenario. British Food Journal, 120(1), 18-32, doi: 10.1108/BFJ-02-2017-0070
7. eur-lex.europa. (2002). COMMISSION REGULATION (EC) No 753/2002, Retrieved April 2018, from http://eur-lex.europa.eu/LexUriServ/ LexUriServ.do?uri=CONSLEG:2002R0753:20071214:EN:PDF
8. Everett, C., Jensen, K., Boyer, C., & Hughes, D. (2018). Consumers willingness to pay for local muscadine wine. International Journal of Wine Business Research, 30(1), 58-73, doi: 10.1108/IJWBR-11-2016-0038
9. FAO. (2015). Wine production (tons). Food and Agriculture Organization of the UN. Retrieved January 2019, from http://www.fao.org/faostat/en/#data/QD
10. Kallas, Z., Escobar, C., & Gil, J. (2013). Analysis of consumers preferences for a special-occasion red wine: Adual response choice experiment approach. Food Qualityand Preference, 30(2), 156-168, doi: 10.1016/j.foodqual.2013.05.008
11. Kolyesnikova, N., Dodd, T., & Duhan, D. (2008). Consumer attitudes towards local wines in an emerging region: a segmentation approach. International Journal of Wine Business Research, 20(4), 321-334, doi: 10.1108/17511060810919434
12. Kotzeva, M., Brandmüller, T., Önnerfors, A., & Reinecke, P. (2018). Eurostat regional yearbook. Luxembourg: Publications Office of the European Union, doi: 10.2785/231975
13. Kuzmanovic, M., Radosavljevic, M., & Vujosevic, M. (2013). Understanding student preferences for postpaid mobile services using conjoint analysis. Acta Polytechnica Hungarica, 10(1), 159-176, doi: 10.12700/APH.10.01.2013.1.9.
14. Kuzmanovic, M., Makajic-Nikolic, D., & Nikolic, N. (2020). Preference Based Portfolio for Private Investors: Discrete Choice Analysis Approach. Mathematics, 8(1), 30, doi: 10.3390/math8010030
15. Lancaster, K. (1966). A new approach to consumer theory. Journal of Political Economy, 74(2), 132-157.
16. Lecocq, S., & Visser, M. (2006). What determines wineprices: objective vs. sensory characteristics. Journal of Wine Economics, 1(1), 42-56, doi: 10.1017/S1931436100000080
17. Lockshin, L., Jarvis, W., dHauteville, F., & Perrouty, J.P. (2006). Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice. Food quality and preference, 17(3-4), 166-178, doi: 10.1016/j.foodqual.2005.03.009
18. Lu, L., Rahman, I., & Chi, C. (2017). Ready to Embrace Genetically Modified Wines? The Role of Knowledge Exposure and Intrinsic Wine Attributes. Cornell Hospitality Quarterly, 58(1), 23-38, doi: 10.1177/1938965516629775
19. MacDonald, J., Saliba, A., & Bruwer, J. (2013). Wine choice and drivers of consumption explored in relation to generational cohorts and methodology. Journal of Retailing and Consumer Services, 20(3), 349-357, doi: 10.1016/j.jretconser.2013.01.013
20. Martinez, L. M., Mollá-Bauzá, M.B., Gomis, F. J., & Poveda, Á.M. (2006). Influence of purchase place and consumption frequency over quality wine preferences. Food Quality and Preference, 17(5), 315-327, doi: 10.1016/j.foodqual.2005.02.002
21. McFadden, D. (1974). Conditional logit analysis of quali-tative choice behavior. In Z. P., Frontiers in econometrics (pp. 105-142). New York: Academic Press.
22. Mehta, R., & Bhanja, N. (2018). Consumer preferences for wine attributes in an emerging market. International Journal of Retail & Distribution Management, 46(1), 34-48, doi: 10.1108/IJRDM-04-2017-0073
23. Mueller, S., Lockshin, L., Saltman, Y., & Blanford, J. (2010). Message on a bottle: The relative influence of wine back label information on wine choice. Food Quality and Preference, 21(1), 22-32, doi: 10.1016/j.foodqual.2009.07.004
24. Perrouty, J., dHauteville, F., & Lockshin, L. (2006). The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumers perceived expertise. Agribusiness: An International Journal, 22(3), 323-341, doi: 10.1002/agr.20089
25. Portal Vino. (2016, December 16). Retrieved from vino.rs: https://www.vino.rs/aktuelno/u-fokusu/item/2101-best-of-2016-godina-sumadijskih-trijumfa.html
26. Popovic, M., Kuzmanović, M., & Savić, G. (2018). A comparative empirical study of Analytic Hierarchy Process and Conjoint analysis: Literature review. Decision Making: Applications in Management and Engineering, 1(2), 153-163, doi: 10.31181/dmame1802160p
27. Profeta, A., & Hamm, U. (2019). Do consumers prefer local animal products produced with local feed? Results from a Discrete-Choice experiment. Food Quality and Preference(71), 217-227, doi: 10.1016/j.foodqual.2018.07.007
28. Radovanović, V., Đorđević, D. Ž., & Petrović, J. (2017). Wine Marketing: Impact of Demographic Factors of Serbian Consumers On the Choice of Wine. Economic Themes, 55(2), 199-215, doi: 10.1515/ethemes-2017-0012
29. Rocchi, B., & Stefani, G. (2005). Consumers perception of wine packaging: A case study. International Journal of Wine Marketing, 18, 33–44, doi: 10.1108/09547540610657669
30. Sáenz-Navajas, M., Campo, E., Sutan, A., Ballester, J., & Valentin, D. (2013). Perception of wine quality according to extrinsic cues: The case of Burgundy wine consumers. Food Quality and Preference, 27, 44-53, doi: 10.1016/j.foodqual.2012.06.006
31. Saliba, A. J., Wragg, K., & Richardson, P. (2009). Sweet taste preference and personality traits using a white wine. Food Quality and Preference, 20(8), 572-575, doi: 10.1016/j.foodqual.2009.05.009
32. Sena-Esteves, M., Mota, M., & Malfeito-Ferreira, M. (2018). Patterns of sweetness preference in red wine according to consumer characterization. Food Research International, 106(4), 38–44, doi: 10.1016/j.foodres.2017.12.043
33. Tait, P., Saunders, C., Dalziel, P., Rutherford, P., Driver, T., & Guenther, M. (2019). Estimating wine consumer preferences for sustainability attributes: A discrete choice experiment of Californian Sauvignon blanc purchasers. Journal of Cleaner Production, 233, 412-420, doi: 10.1016/j.jclepro.2019.06.076
34. Tempesta, T., Giancristofaro, R. A., Corain, L., Salmaso, L., Tomasi, D., & Boatto, V. (2010). The importance of landscape in wine quality perception: An integrated approach using choice-based conjoint analysis and combination-based permutation tests. Food Quality and Preference, 21(7), 827-836, doi: 10.1016/j.foodqual.2010.04.007
35. Thomas, A., & Pickering, G. (2003). The importance of wine label information. International Journal of Wine Marketing, 15(2), 58-74, doi: 10.1108/eb008757
36. Veale, R., & Quester, P. (2008). Consumer sensory evaluations of wine quality: The respective influence of price and country of origin. Journal of Wine Economics, 3(1), 10-29, doi: 10.1017/S1931436100000535
37. Vlahović, B., Potrebić, V., & Jeločnik, M. (2012). Preferences of wine consumers on Serbian market. Economics of Agriculture, 59(1), 37-49, DOI: 10.22004/ag.econ.123957
38. Wang, J., & Jeffery, D. (2018). Rose and China: Aroma and sensory profiles of Australian rose wines and their likely impression in the Chinese market. Wine & Viticulture Journal, 33(2), 62.
39. Zhu, Q. (2007). Consumer preferences for internet services: A Choice-Based conjoint study. University of Georgia.
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Published
2020-03-25
How to Cite
Kuzmanovic, M., & Makajić-Nikolić, D. (2020). HETEROGENEITY OF SERBIAN CONSUMERS’ PREFERENCES FOR LOCAL WINES: DISCRETE CHOICE ANALYSIS. Economics of Agriculture, 67(1), 37–54. https://doi.org/10.5937/ekoPolj2001037K
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