Abstract
The objective of this study is to determine factors influencing brand preferences of wine consumers in the Marmara region where viniculture and wine production is so important in Turkey. First, the consumers’ preferences survey has been conducted with 1022 persons in the region randomly selected and evaluated. Then, the informative factors influencing brand preferences collected in these surveys have been determined by the multinomial logit model. A lot of independent variables have been used in the multinomial logit model, but, because some independent variables were not found as significant according to Likelihood Ratio test, these variables are not included in the multinomial logit analysis. Six important factors influencing wine brand preferences have been determined. These factors are brand change causes of consumers, occupation of consumers, marital status of consumers, birthplace of consumers, income of consumers and gender of consumers. In addition, whether the wine brand preferences are independent, has been tested with Testing Independence of Irrelevant Alternatives of Hausman. According to this test, it has been found that the wine brand preferences are independent.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.