Selling Wine In Downtown: Who Is The Urban Winery Consumer?

Natalia Velikova (), Phatima Mamardashvili, Tim Dodd () and Matthew Bauman ()
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Natalia Velikova: Texas Tech University, USA
Tim Dodd: Texas Tech University, USA
Matthew Bauman: Texas Tech University, USA

No 003-19, Working Papers from International School of Economics at TSU, Tbilisi, Republic of Georgia

Abstract: Urban tasting rooms are a relatively new and growing phenomenon in the U.S. wine market. However, there has been little research concerning the specific marketing strategies that contribute to the success of urban wineries, including their desired target markets. The current study is an initial attempt to explore consumers’ choices of urban wineries. Based on the data obtained through an online survey (N = 1,412) incorporating a discrete choice experiment (DCE) with visual simulations, the study offers a profile of the urban winery consumer. Managerial implications, limitations, and suggestions for future research are included.

Keywords: urban winery; consumer profile; discrete choice experiment (search for similar items in EconPapers)
Pages: 10 pages
Date: 2019
New Economics Papers: this item is included in nep-agr, nep-dcm and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:tbs:wpaper:19-003

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