Most of the studies on consumer behaviour towards wine focused on red or white wine consumption. However, recent market trends are showing a growing interest towards rosé wine. However, little is known about what drives consumer preferences for rosé wine and what the profile of rosé wines consumer is. This works aims at filling this gap, by offering a managerial oriented, yet useful overview of the elements driving the choice in the retail and the on-premise channels.

Consumer preferences of rosé wine: an analyses trough the Best-Worst method

GAETA, Davide Nicola Vincenzo;
2013-01-01

Abstract

Most of the studies on consumer behaviour towards wine focused on red or white wine consumption. However, recent market trends are showing a growing interest towards rosé wine. However, little is known about what drives consumer preferences for rosé wine and what the profile of rosé wines consumer is. This works aims at filling this gap, by offering a managerial oriented, yet useful overview of the elements driving the choice in the retail and the on-premise channels.
2013
Best-Worst scaling; Italy; On-premise; Retail; Wine choice.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11562/659791
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