Determining the relative importance to wine consumers of sensory and non-sensory attributes on liking and choice: A cross-cultural study


Investigators: Prof. Larry Lockshin, Prof. Simone Mueller Loose, Dr Leigh Francis, Patricia Williamson, Prof. Jordan Louviere

The objective of the project was to understand the relative impact of sensory and non-sensory (e.g., packaging, pricing) attributes on consumer wine choice, and to develop methods capable of measuring and predicting consumer reaction to changes in these variables. Four main methods were used in this project: sensory evaluation, chemical analysis, simulated choices of wines, and actual sales based on AC Nielsen data.

The results showed that even after tasting the wines, consumers’ future purchases were mainly predicted by their original choices, not by how much they liked the wine. Availability and price were the most important predictors of sales.

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