Abstract

BERNABEU, Rodolfo; MARTINEZ-CARRASCO, Laura; BRUGAROLAS, Margarita  and  DIAZ, Mónica. Differentiation strategies of quality red wine in Castilla-La Mancha (Spain). Agrociencia [online]. 2007, vol.41, n.5, pp.583-595. ISSN 2521-9766.

Wines, particularly quality Spanish wines, face difficulties in marketing domestically due to both greater presence of wines from other countries and the growing competition among national denomination of origin within a situation of decreasing consumption. It is thus important to determine whether the quality wine consumer has a predilection for those made in their region and what market opportunities there would be for organic wine. To respond to these two questions, 400 personal interviews were conducted with consumers of Castilla-La Mancha with the aim of describing their preferences. The data were analyzed with the technique of conjoint analysis. The results show that only 15.6% of the consumers prefer local or regional wine. Besides, there is no clear acceptance of organic wines if the price is higher than those produced conventionnally.

Keywords : Conjoint analysis; consumer behavior; denomination of origin; organic; wines.

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