Methods and instruments for value perceptions. The conjoint analysis applied to the wine packaging

Andrea Marchini () and Francesco Diotallevi ()

MPRA Paper from University Library of Munich, Germany

Abstract: This work tries to provide a path to describe the modern marketing research and, at the same time, it tries to examine carefully in which context, a firm can be supported by marketing strategies focused to the consumers. Between different methods examined, the Conjoint analysis has resulted the most effective. It shows an precise description of the consumer perception and behaviour. This method has been chosen to evaluate how the features of a wine packaging can influence consumer purchasing. The research has shown that the label is the most important variable, which can prevalently influence the consumer product perception.

Keywords: Marketing research; Conjoint analysis; Consumer behaviour (search for similar items in EconPapers)
JEL-codes: C13 Q13 (search for similar items in EconPapers)
Date: 2010-09-02
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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:40637

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