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The distributors’ view on US wine consumer preferences. A discrete choice experiment

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  • Lourenço-Gomes, Lina
  • Gonçalves, Tânia
  • Rebelo, João

Abstract

This study explored the view that distributors have towards the most valued wine attributes by consumers in the US market, applying the discrete choice experi-ments technique. Furthermore, to explore the extent to which the distributors’ perspec-tive may reflect consumers’ preferences, the results are analyzed considering previous evidence with consumers in the same market. The results from a scaled multinomial logit, mixed logit and generalized logit models reveal similarities with consumer stud-ies’ findings, especially for the influence of medals/awards, the origin of the wine, grape variety, and price, and it also identifies possible trends in the market. This evi-dence suggests that data collected using the knowledge and experience of wine dis-tributors generates valuable information through a smaller sample at a lower cost than through applying consumer surveys, which is relevant in large markets with a higher number of consumers.

Suggested Citation

  • Lourenço-Gomes, Lina & Gonçalves, Tânia & Rebelo, João, 2021. "The distributors’ view on US wine consumer preferences. A discrete choice experiment," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 10(4), December.
    • Handle: RePEc:ags:aieabj:320233
    DOI: 10.22004/ag.econ.320233
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    References listed on IDEAS

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    1. Héla Hadj Ali & Céline Nauges, 2007. "The Pricing of Experience Goods: The Example of en primeur Wine," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 89(1), pages 91-103.
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    3. Denzil G. Fiebig & Michael P. Keane & Jordan Louviere & Nada Wasi, 2010. "The Generalized Multinomial Logit Model: Accounting for Scale and Coefficient Heterogeneity," Marketing Science, INFORMS, vol. 29(3), pages 393-421, 05-06.
    4. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74(2), pages 132-132.
    5. Gonçalves, Tânia & Pinto, Lígia M. Costa & Lourenço-Gomes, Lina, 2020. "Attribute non-attendance in wine choice: Contrasts between stated and inferred approaches," Economic Analysis and Policy, Elsevier, vol. 66(C), pages 262-275.
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