International Journal of Wine Business Research Pub Date : 2020-10-20 , DOI: 10.1108/ijwbr-04-2020-0015 Maurizio Lanfranchi , Agata Zirilli , Angela Alibrandi , Carlo Giannetto
Purpose
The purpose of this paper is to understand the relationship between consumers and organic wine purchases and how this production process can affect their willingness to pay a premium price. The aim of this paper is, therefore, to assess the role of organic attributes on the consumer’s choice, and how consumer socio-demographic characteristics influence the premium price for organic wine.
Design/methodology/approach
This survey represents the continuation of a paper already published by the same authors, which was aimed at identifying the factors that influence the preference and consumption of wine. The information about wine consumers was collected by the use of an ad hoc questionnaire, administered near very busy places, (supermarkets, main squares, theatres, universities and municipal offices) in a random way, within several municipalities in the province of Messina (Italy). The questionnaire, which was anonymous, was distributed directly with the face-to-face method. In total, 1,097 subjects compose the obtained sample. Among these, 459 subjects (42%) said they consumed organic wine, while the remaining 638 (58%) said they did not consume it. In this research, the non-parametric combination test is used, based on a permutation test, chosen for the several optimal properties which characterize it. Permutation tests represent an effective solution for problems concerning the testing of multidimensional hypotheses that are difficult to face in a parametric context.
Findings
The results obtained may have interesting implications for wineries in the prediction and choice of the company to convert traditional production into organic production, to meet new markets and new segments of consumers. In this direction, without any doubt, organic wines represent an opportunity for the wineries.
Research limitations/implications
Although field experiments are extremely useful for testing behavioural hypotheses, they are often limited by the small sample.
Originality/value
The originality of the research lies mainly in a deeper knowledge of organic wine consumption trends. The study carried out highlights how important it is to know which factors restrain consumers from buying wine so that companies can review their promotion and communication policies and, if possible, meet the needs of the market. The strength of this paper is the use of an adequate statistical instrument. This multivariate and multistrata procedure allows us to reach effective solutions concerning problems of multidimensional hypotheses verifying within the non-parametric permutation inference; it is used in different application fields that deal with the verifying of multidimensional hypotheses with a complexity that cannot be managed in a parametric context.
中文翻译:
葡萄酒消费者对有机葡萄酒的行为:通过非参数组合检验的统计分析
目的
本文的目的是了解消费者与购买有机葡萄酒之间的关系,以及这种生产过程如何影响他们支付溢价的意愿。因此,本文的目的是评估有机属性在消费者选择中的作用,以及消费者的社会人口统计学特征如何影响有机葡萄酒的溢价。
设计/方法/方法
这项调查是同一作者已经发表的论文的延续,该论文旨在确定影响葡萄酒偏爱和消费的因素。有关葡萄酒消费者的信息是通过临时收集的问卷,在墨西拿省(意大利)的几个城市中,以非常随机的方式在非常繁忙的地方(超市,主要广场,剧院,大学和市政局)附近进行管理。匿名的问卷直接以面对面的方式分发。总共1,097名受试者组成了获得的样本。其中,有459位受试者(42%)说他们喝了有机酒,而其余638位受试者(58%)说他们没有喝有机酒。在这项研究中,基于置换检验,使用非参数组合检验,以表征其的几个最佳属性。置换检验是解决在参数化上下文中难以面对的多维假设检验问题的有效解决方案。
发现
所获得的结果可能对酒庄产生有趣的影响,对酒厂的预测和选择将公司从传统生产转变为有机生产,以满足新的市场和新的消费者群体。毫无疑问,有机葡萄酒为酿酒厂提供了机会。
研究局限/意义
尽管现场实验对于测试行为假设极为有用,但它们经常受到小样本的限制。
创意/价值
该研究的创意主要在于对有机葡萄酒消费趋势的更深入了解。这项研究突显了了解哪些因素会限制消费者购买葡萄酒的重要性,以便公司可以审查其促销和交流政策,并在可能的情况下满足市场需求。本文的优势在于使用了适当的统计工具。这种多变量和多层次的方法使我们能够针对多维假设的问题(在非参数排列推理中进行验证)达成有效的解决方案;它用于处理多维假设验证的不同应用程序领域,这些复杂性无法在参数上下文中进行管理。