Consumer preferences using the maximum difference method

• Autor(a) principal: Farías, Pablo
• Data de Publicação: 2016
• Outros Autores: Fistrovic, Bruno
• Tipo de documento: Artigo
• Idioma: spa
• Título da fonte: Revista de Administração de Empresas
• Texto Completo: https://periodicos.fgv.br/rae/article/view/60318
• topic: Wine consumer; Maximum difference method; Preferences; Importance of attributes; Development of new products; Consumidor de vino; Método de máximas diferencias; Preferencias; Importancia de los atributos; Desarrollo de nuevos produtos; Consumidor de vinho; Método de máximas diferenças; Preferências; Importância dos atributos; Desenvolvimento de novos produtos

This study aims to identify the most important attributes employed by consumers in Lima in the process of choosing wine. Furthermore, it seeks to identify differences between segments in these preferences. The methodology consists of a survey of wine consumers using the maximum difference method. The study is unique in Latin America, where there is a major gap in the wine market and where the maximum difference method is unexplored by managers and researchers. The results show that the most important attributes are related to the consumer’s prior experience with the wine, pairings, and recommendations. This article presents the implications for managers and marketing strategies in the context of Lima by age, socioeconomic, and gender group.