Abstract We tested the hypothesis that individuals may act differently when buying a bottle of wine for themselves than they do when buying wine as a gift. Using a between-subject design, we estimated the differences in consumer preference for these two occasions. We conducted a choice experiment on 618 Italian wine consumers and included the attributes of price, geographical indication (i.e. IGT, DOC, or DOCG), organic claim, and brand (i.e. famous producer or a non-famous producer). By applying an error component random parameters logit model, we detected relevant differences between the two scenarios in terms of the relative importance of the studied attributes. The gift-giving scenario was further investigated using a latent class model, which identified three segments of consumers; we profiled these according to personal attitudes and wine knowledge. Our results show a relevant heterogeneity among consumers’ preferences for the gift-giving scenario, with geographical indication having a low impact and brand and organic claim playing a pivotal role. This study provides relevant insights for winemakers and retailers regarding diversifying marketing strategies.

中文翻译：

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消费者根据购买场合对葡萄酒的喜好：个人消费和送礼

摘要 我们检验了一个假设，即个人在为自己购买一瓶葡萄酒时的行为可能与购买葡萄酒作为礼物时的行为不同。使用受试者间设计，我们估计了这两种情况下消费者偏好的差异。我们对 618 名意大利葡萄酒消费者进行了选择实验，包括价格、地理标志（即 IGT、DOC 或 DOCG）、有机声明和品牌（即著名生产商或非著名生产商）等属性。通过应用误差分量随机参数 logit 模型，我们在研究属性的相对重要性方面检测了两种场景之间的相关差异。使用潜在类别模型进一步研究了送礼场景，该模型确定了三个消费者群体；我们根据个人态度和葡萄酒知识对这些进行了分析。我们的研究结果表明，消费者对送礼场景的偏好存在相关异质性，地理标志的影响较小，而品牌和有机声明起着关键作用。本研究为酿酒师和零售商提供有关多样化营销策略的相关见解。