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Methods and instruments for value perceptions. The conjoint analysis applied to the wine packaging

Author

Listed:
  • Marchini, Andrea
  • Diotallevi, Francesco

Abstract

This work tries to provide a path to describe the modern marketing research and, at the same time, it tries to examine carefully in which context, a firm can be supported by marketing strategies focused to the consumers. Between different methods examined, the Conjoint analysis has resulted the most effective. It shows an precise description of the consumer perception and behaviour. This method has been chosen to evaluate how the features of a wine packaging can influence consumer purchasing. The research has shown that the label is the most important variable, which can prevalently influence the consumer product perception.

Suggested Citation

  • Marchini, Andrea & Diotallevi, Francesco, 2010. "Methods and instruments for value perceptions. The conjoint analysis applied to the wine packaging," MPRA Paper 40637, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:40637
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    File URL: https://mpra.ub.uni-muenchen.de/40637/1/MPRA_paper_40637.pdf
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    References listed on IDEAS

    as
    1. Barbara Baarsma, 2003. "The Valuation of the IJmeer Nature Reserve using Conjoint Analysis," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 25(3), pages 343-356, July.
    2. K. K. Lancaster, 2010. "A New Approach to Consumer Theory," Levine's Working Paper Archive 1385, David K. Levine.
    3. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74(2), pages 132-132.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Marketing research; Conjoint analysis; Consumer behaviour;
    All these keywords.

    JEL classification:

    • C13 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Estimation: General
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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