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Regulatory policies and consumers quality perception in the wine sector

Emilio Chiodo, Nicola Casolani and Andrea Fantini
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Emilio Chiodo: University of Teramo, Italy
Nicola Casolani: University of Teramo, Italy
Andrea Fantini: University of Teramo, Italy

No 31-2011, Working Papers from Enometrica - Review of the Vineyard Data Quantification Society (VDQS) and the European Association of Wine Economists (EuAWE) - Macerata University, Faculty of Communications

Abstract:

The paper analyses how di erent aspects connected with regulations can influence consumer quality perception and the value that consumers attribute to wine sector products. In particular,aspects concerning labelling and presentation of designations of origin, which, in turn, mirror di fferent regulations of production methods, are considered. Consumer preference can allow enterprises to comply with more restrictive rules and sustain higher costs for di fferentiating their products and achieving higher quality. When choosing a product, consumers do not evaluate each single quality factor but the product as a whole, therefore the analysis has to be done with a methodology considering both the combination of all characteristics of the product, and the contribution of every factor to the creation of value for consumers. For this reason the value that consumers attribute to di fferent characteristics is evaluated through an experimental economic analysis applying the method of the Conjoint analysis. The experiment was realized evaluating di erent labels of a protected designation of origin "Montepulciano d'Abruzzo DOC" wine, with two di fferent groups of consumers: a group of inhabitants of the Abruzzo Region, the region of origin of the wine, and a group of Brazilian people (inhabitants of the Santa Catarina State).

Keywords: wine sector regulation; consumer perception; Conjoint analysis (search for similar items in EconPapers)
JEL-codes: Q13 Q18 (search for similar items in EconPapers)
Date: 2011-09, Revised 2011-12
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Published in Review Enometrica, September 2011

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