Heterogeneity in Consumer Sensory Evaluation as a Base for Identifying Drivers of Product Choice.

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In this paper we propose a multiattribute choice modeling approach to explore the heterogeneity in the saliency of product attributes in the process of a product choice that is based on sensory evaluations. We demonstrate this idea by using data about consumers' red wine evaluation. Such an approach enables managers to add knowledge about consumers' needs and wants beyond traditional art and the experience of wine makers into the process of designing a product. We utilized a choice model that enables us to identify such attributes and, simultaneously, to estimate the choice probabilities for each different wine. Our results, based on four different red wines, indicate that based on their sensory evaluation, consumers tend to utilize several wine attributes in their choice process. The saliency of these attributes varies in different consumer segments such as gender and frequency of wine drinking.
Original languageEnglish GB
Pages (from-to)37-50
Number of pages14
JournalJournal of Business & Management
Issue number1
StatePublished - 1 Apr 2010


  • Product attributes
  • Consumer preferences
  • Product quality
  • Wines
  • Consumers
  • Purchasing
  • Heterogeneity
  • Basic needs
  • Gender


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