The Value Perceptions of Wine Packaging: An Empirical Conjoint Analysis
Advances in Business-Related Scientific Research Conference, 2010
10 Pages Posted: 8 Apr 2011
Date Written: April 7, 2011
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.
Keywords: Marketing research, Conjoint analysis, Consumer behaviour
JEL Classification: Q13, M3
Suggested Citation: Suggested Citation