Analysis of heterogeneity in the preferences of wine consumption

  1. María Carolina Rodríguez Donate 1
  2. Margarita Esther Romero Rodríguez 1
  3. Víctor Javier Cano Fernández 1
  4. Ginés Guirao Pérez 1
  1. 1 Universidad de La Laguna
    info

    Universidad de La Laguna

    San Cristobal de La Laguna, España

    ROR https://ror.org/01r9z8p25

Revista:
Wine Economics and Policy

ISSN: 2212-9774

Año de publicación: 2019

Volumen: 8

Número: 1

Páginas: 69-80

Tipo: Artículo

DOI: 10.1016/J.WEP.2019.02.006 DIALNET GOOGLE SCHOLAR

Otras publicaciones en: Wine Economics and Policy

Objetivos de desarrollo sostenible

Resumen

The general decline in per capita consumption of wine worldwide over recent decades reveals the need to apply effective marketing strategiesto capture segments of the population, such as young people or women, who tend to consume wine sporadically and in small amounts, evenamong traditional wine-producing countries. However, until now these strategies have been designed considering these segments ashomogeneous groups, when in fact they are not. In this paper, several discrete choice models are used to incorporate the unobservedheterogeneity present in individuals’decisions, such as mixed or latent class models, with the aim of identify the socio-demographics profiles ofindividuals who consume a certain amount of wine per week. The results highlights the superiority of these models and the variability individuals'characteristics due to heterogeneity.

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Fuente de los datos: Dialnet