The Value Perceptions of Wine Packaging: An Empirical Conjoint Analysis

Advances in Business-Related Scientific Research Conference, 2010

10 Pages Posted: 8 Apr 2011

See all articles by Andrea Marchini

Andrea Marchini

University of Perugia

Francesco Diotallevi

University of Perugia - Department of Economics and Food sciences

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

Marchini, Andrea and Diotallevi, Francesco, The Value Perceptions of Wine Packaging: An Empirical Conjoint Analysis (April 7, 2011). Advances in Business-Related Scientific Research Conference, 2010, Available at SSRN: https://ssrn.com/abstract=1804761 or http://dx.doi.org/10.2139/ssrn.1804761

Andrea Marchini (Contact Author)

University of Perugia ( email )

borgo xx giugno 74
Perugia, Perugia 06123
Italy
00390755856276 (Phone)
00390755856263 (Fax)

HOME PAGE: http://www.unipg.it

Francesco Diotallevi

University of Perugia - Department of Economics and Food sciences ( email )

Borgo XX Giugno, 74
Perugia, Perugia 06121
Italy
+39 075 5857131 (Phone)
+39 075 5857146 (Fax)

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