ISHS Acta Horticulturae 203: IX Symposium on Horticultural Economics, XXII IHC
SPANISH CONSUMERS' BEHAVIOUR WITH RESPECT TO WINE ADVERTISING |
| Authors: | L.M. Albisu, J.A. Dominguez |
| Abstract:
Wine per capita consumption is decreasing in Spain. Marketing effectiveness becomes of great significance to face the present situation. Producers are commonly reluctant to understand the beneficial aspects of advertising. Furthermore there is a lack of knowledge about how to use the different media when an investment is decided. This paper presents results from a survey undertaken in Zaragoza (Spain). A sample of over two hundred interviews were accomplished representing the entire population. A cluster analysis was performed to find out relationships between consumers profiles with respect to preferences for different mass media. Three segments were differentiated. The first segment was receptive to all mass media influence (television, radio and newspapers). The second segment was attracted only by radio and television, and the third segment was not influenced by either of the three media. A logit analysis was used to know consumers reactions towards a wine increase consumption as a result of advertising campaigns. Two consumers attributes resulted more explicit for this analysis. | |
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