CONSUMER CHOICE CRITERIA FOR WINE ATTRIBUTES

Abstract

The objective of this project was to know the attributes that customers prefer while making the buying decision for wine. There are a number of factors that matter to customers, like Price, Brand, Country of Origin, Sweetness, Acidity, Body, Bitterness, Smell, and Wine making Techniques, Fruit Characteristic of wine, Tannin, Burning sensation of wine. Then it was observed which factors out of these were selected by the maximum people of the sample. On the basis of most selected attributes various combinations are made for the purpose of conjoint analysis. The objective of conjoint analysis is to find the utilities of different attributes. Online questionnaire was used to get response from the respondents. The result will give an idea to the people what are the most important factors Considered in Indian market while buying Wine. Through this, one can get the information regarding how to position wine in Indian market to get the best results. Wine manufacturers or sellers can know the aspects to focus on before entering the Indian market.