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From polls performed at random in five important supermarkets of the east sector of Santiago, information is generated to determine certain factors that intervene in the frequency of wine consumption, from two groups of variables: characteristics and habits of wine consumers and factors that characterize the wine purchase behavior. To deepen the knowledge of the factors that influence wine consumption and to determine their relative importance, a frequency of consumption scale is created and the results of an ordered probit model are analyzed, through the interpretation of the marginal effects. The pronounced influence of price as a factor of wine buying decision is verified in individuals located in intervals of frequency of consumption from moderate to low. On the other hand, the probability of finding individuals who always buy the same wine brand, in intervals of high frequency of wine consumption, is large.


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