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Consumer-Level Determinants of Wine Purchases in Canadian Restaurants

Author

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  • Maynard, Leigh J.
  • Davidson, Kelly

Abstract

Logistic regressions identified determinants of red and white wine purchases in formal and casual restaurants, using a detailed dataset of over 26,000 consumer-level food away-from-home purchases in two Canadian provinces during 2000–2005. Meal context regressors, and prior behavior associated mainly with unobserved heterogeneity, contributed most of the explanatory power, with observable demographic regressors playing a modest role. The main strategic recommendation is thus to focus wine marketing resources on the restaurant environment, with less emphasis on targeting specific audiences. (JEL Classification: C25, D12)

Suggested Citation

  • Maynard, Leigh J. & Davidson, Kelly, 2009. "Consumer-Level Determinants of Wine Purchases in Canadian Restaurants," Journal of Wine Economics, Cambridge University Press, vol. 4(1), pages 10-24, April.
    • Handle: RePEc:cup:jwecon:v:4:y:2009:i:01:p:10-24_00
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    More about this item

    JEL classification:

    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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