Consumer preferences for wine applying best‐worst scaling: a Spanish case study

Abstract

PurposeThis study aims to identify the most important attributes that the consumer uses in the process of choosing wine, which can then be used by wine‐producing companies in marketing strategies.Design/methodology/approachThe methodology consisted of a survey of 421 wine consumers using the best‐worst scaling methodology. Various consumer segmentations were made by gender, income and age groups.FindingsThe two main attributes that condition consumers in choosing wine are previous tasting and region of origin. The latter attribute is valued mainly by women and in general by consumers over 34 years old who have a net monthly family income above €1,500. The previously tasted attribute, which on many occasions is associated with the price attribute, is valued basically by men and particularly by younger consumers and those with lower incomes.Practical implicationsIt must be pointed out that in the short term the basic strategy of wine‐producing enterprises from any given region of origin is to compete on price. However, in the long term increasing their prestige is all that remains to compete actively with the various regions of origin.Originality/valueThis paper contributes to a greater knowledge of Spanish consumer habits by analysing the most important wine attributes in the process of purchasing wine.