Modelling the determinants of wine choice among South Africa’s “Black Diamonds”

Leah Z.B. Ndanga, Andre Louw, C.J. van Rooyen and Davison Chikazunga

No 108001, Working Papers from University of Pretoria, Department of Agricultural Economics, Extension and Rural Development

Abstract: This paper uses a choice based conjoint analysis in an attempt to develop a consumer profile for the new market for black consumers. Although the different statistical packages used variants of the MNL model, the results were significantly similar with no contradictions in their results and the model provided here had the best statistical significance. Despite the models’ imminent statistical insignificance, they suggested valuable notions about black consumers’ wine choice determinants. Age, gender and the choice of favourite red wine may be used to segment the market and the other significant coefficients will affect the marketing and distribution choices to be followed by wine companies.

Keywords: Food Consumption/Nutrition/Food Safety; Marketing (search for similar items in EconPapers)
Pages: 15
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:ags:upaewp:108001

DOI: 10.22004/ag.econ.108001

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