Origin of the product and the buying decision

Cristina Veith and Costin Lianu
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Cristina Veith: University of Agricultural Sciences and Veterinary Medicine, Bucharest
Costin Lianu: Ministry of Economy Commerce and Business Environment, Bucharest

Theoretical and Applied Economics, 2013, vol. XX, issue 11(588), 147-164

Abstract: This article is arguing that Conjoint analysis may offer a solid framework, able to determine the influence of the origin of the product in the consumption decisions. After a research of this framework, an empirical research on wine is conducted. Research is suggesting that there is, for the wine, a certain influence of the origin of the product in the buying decision. Even more, it is not the real origin that counts but the perceived one. The way the consumers perceive a certain region, or country matters and Wine sellers should focus on this influence in their branding strategies.

Keywords: structure of preferences; origin of the product; wine; branding; Conjoint analysis. (search for similar items in EconPapers)
Date: 2013
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