What is it about?
The study applies a statistical approach (hedonic price analysis) to try to understand what values UK consumers place on wine labeling attributes (labels of Australian wine bottles) and on attributes of the retail outlets in which those wines are being sold (e.g. cleanliness of the store, opening times).
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Why is it important?
The results suggest that consumers value regional origins (e.g. wine coming from Languedoc-Roussillon region) jointly with grape varieties (e.g. Cabernet Sauvignon) and regard these bundles of attributes as proxies for brands, hence from a marketing perspective, it is important to account for such attributes jointly (and not focus on one ore the other only). This observation contrasts with the general observation that, during the 1990s, grape varietal labeling was, broadly speaking, often considered the distinctive feature of New World wines (wines from Australia, Chile etc.).
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This page is a summary of: Australian wines in the British wine market: A hedonic price analysis, Agribusiness, January 2004, Wiley, DOI: 10.1002/agr.20012.
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