QUALITY SIGNALS IN WINE MARKETING: THE ROLE OF EXHIBITION AWARDS

Wine producers have their products evaluated at various wine exhibitions for the purpose of receiving awards that can be displayed on the bottles. This contribution introduces an approach to estimate optimal prices for wine exhibition awards. A case study has been employed in cooperation with a major Czech wine company to investigate the practical usefulness of the method. Estimating the relative importance of selected wine exhibitions as award origins and determining the partial utilities of selected awards (medals) is based on a conjoint experiment. Price equivalents and markups can be derived based on consumer preferences.


Issue Date:
2001
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/34453
Published in:
International Food and Agribusiness Management Review, Volume 04, Issue 4
Page range:
385-397
Total Pages:
13




 Record created 2017-04-01, last modified 2017-08-25

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