Anne Lena WegmannDie Bedeutung der regionalen Produktherkunft beim Weinkauf

About this book deutschenglish

Wine: a consumption and culture good in one. In Germany, there are consumed about 20 liters per capita per year. But based on which criteria do wine consumers in Germany make their purchasing decisions? And what is the significance of the geographical origin of a wine? This is the focus of this dissertation, because there is hardly a product that is more influenced by its origin than wine.

The author approaches these questions in the context of this empirical work. Two qualitative studies with experts as well as a quantitative online study with consumers were carried out. Qualitative methods selected were interviews with experts and group discussions with winemakers, sommeliers, traders and other professionals in the wine industry who are in contact with wine buyers. So the topic could be illuminated from different perspectives. On the basis of the results of both qualitative studies hypotheses were set up, which should be examined by results of the quantitative study.

The online study included a representative sample of 700 participants. It has collected a variety of parameters related to wine consumption, such as the average price paid or the preferred wine-growing area, which were also used for later segmentation. To determine the importance of five chosen properties of wine, a choice-based conjoint analysis was used as the main component of the study. In order to find out whether the purchase occasion also influenced the properties used for the selection of wines, the participants were divided into three different groups, which differed in the purchase risk. For this purpose, three different purchase scenarios were specified. Data from the conjoint analysis was analyzed at both the aggregated and disaggregated levels, using the HB approach.

The results provide insight into consumers' choices, making them highly relevant to the wine industry.

Ihr Werk im Verlag Dr. Kovač

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Dissertation veröffentlichen