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      Consumers WTP for wine with certified origin: preliminary results from latent classes based on attitudinal responses

      Scarpa, Riccardo; Thiene, Mara; Galletto, Luigi
      DOI
       10.1080/10454440902973377
      Link
       www.informaworld.com
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      Citation
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      Scarpa, R., Thiene, M. & Galletto, L. (2009). Consumers WTP for wine with certified origin: preliminary results from latent classes based on attitudinal responses. Journal of Food Products Marketing, 15(3), 231-248.
      Permanent Research Commons link: https://hdl.handle.net/10289/2847
      Abstract
      This article investigates preference heterogeneity of wine consumers by using latent class models based on attitudinal questions. Such responses turn out to be an important source of additional information when the goal is to identify different groups of people with a similar wine preference structure. We assume that preferences are latent and the responses to attitudinal questions are the visible effect of this latent heterogeneity. In this study evidence is found of four different classes of respondents with similar response patterns. We focus on preferences for a well-known wine, the Prosecco, and use a sample of the population in the area of production. For each preference-class we estimate a class-specific WTP (willingness to pay) equation for this wine, so as to estimate the class responsiveness of WTP to various determinants. Estimates for a four-class model are discussed in detail to illustrate the potential of this approach in characterizing the preferences of local consumers for the two most common certifications of origin.
      Date
      2009
      Type
      Journal Article
      Publisher
      Routledge
      Collections
      • Management Papers [1134]
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