Valuing labelling attributes with hedonic price analysis: Australian wines in the British wine market

Bodo Steiner

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    Abstrakt

    The market share of New World wines sold in many European countries has increased dramatically over the past decade. More aggressive marketing, together with a more distinct and recognizable labeling scheme, are often regarded as the keys to the marketing success of these new wines. This article employs hedonic price analysis to identify the values that marketers and consumers place on the information carried by the label of Australian wines in the British wine retail market. Although many grape varieties are given a highly distinct valuation by market participants, our results also suggest that consumers consider regions jointly with grape varieties as proxies for brands. This contrasts with the general observation that grape varietal labeling is the distinctive feature of New World wines. Marketing implications are examined by considering the revenue impact of changes in labeling at the retail level. [JEL citations: L150, D12, C21.] © 2004 Wiley Periodicals, Inc. Agribusiness 20: 287–307, 2004.
    OriginalsprogEngelsk
    TidsskriftAgribusiness (New York)
    Vol/bind20
    Udgave nummer3
    Sider (fra-til)287–307
    Antal sider20
    ISSN0742-4477
    StatusUdgivet - 2004

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