The Italian market of sparkling wines has undergone a strong expansion driven by what can be defined as the “Prosecco phenomenon.” It has extended consumption reaching new and more complex segments with a wide offer of appellations, brands, and prices. We aim to evaluate the Italian market of sparkling wines to figure out the competitive associations among the major brands. We propose two different analyses to disentangle distinctive groups of brands. First, using the information on scanner purchases of sparkling wines recorded by a consumer panel over a 2‐year period, and appropriate specifications of the latent class model, we cluster homogeneous groups of winery brands for the product attributes they propose to the market. Then, we analyze consumers' brand preferences from a dynamic perspective by employing a hidden Markov model to identify segments of brands perceived as similar. These results shed light on loyalty behavior and its evolution over time in the market.

中文翻译：

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意大利起泡酒市场：品牌定位，客户忠诚度和品牌偏好转换的潜在变量模型

在可被称为“普罗塞克现象”的推动下，意大利起泡酒市场经历了强劲的扩张。它通过广泛的称谓，品牌和价格，将消费扩展到了新的和更复杂的细分市场。我们旨在评估意大利起泡酒市场，以找出主要品牌之间的竞争联系。我们提出两种不同的分析方法来区分独特的品牌组。首先，使用消费者小组在两年内记录的有关起泡酒的扫描仪购买信息以及潜在类别模型的适当规范，我们将酒类品牌的同类群体归类为他们向市场提出的产品属性。然后，我们分析消费者的 通过采用隐藏的马尔可夫模型来识别动态相似的品牌细分，从动态角度看待品牌偏好。这些结果揭示了忠诚度行为及其在市场中随时间的演变。