ISHS Acta Horticulturae 652: I International Symposium on Grapevine Growing, Commerce and Research
IMAGE AND QUALITY -PRICE- RELATION OF IMPORTED WINES AT THE GERMAN MARKET AND THE MARKET POSITION OF PORTUGUESE WINES |
| Author: | T. Colaço do Rosário |
| Keywords: | competitive wine markets, hedonic analysis, consumer preferences, Portuguese wines |
| Abstract:
The German import wine market is the biggest worldwide and all wine producing countries want to be present at this market. This is expressed by an intensive competition and atomic demand at different market segments. This paper analyses the import wine market in Germany and the market position of Portuguese wines. Research results about the classification of tasting preferences, image and quality-price-relation for Portuguese wines in comparison with other importing countries through German consumers are presented. Hedonic prices and quality functions are estimated for Portuguese red wines (price segment between 5 and 8 €). The data used were based on primary research which is unusual in hedonic analysis. Implicit prices for the characteristics colour, aroma, body, acidity, sugar and tannins are determined from a regression of the willingness to pay for a bottle of wine and from a quality index. Estimations of these functions for different socio-demographic characteristics and preferences of consumers differ from each other, which means that different market segments could be reached through the combination of different enological characteristics. | |
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