基于联合分析法的葡萄酒消费者产品属性偏好研究OA北大核心
Consumers'Preferences for Wine Attributes Based on Conjoint Analysis
在对相关文献进行梳理的基础上,运用联合分析法研究了葡萄酒消费者的产品属性偏好,以北京市为例.结果表明,在价格、品牌、酒精度、产地这4个属性中,北京市葡萄酒消费者最看重的是品牌(50.407%),其次是价格(27.569%)、产地(20.081%),对酒精度关注度较低(1.942%).从综合效用来看,知名品牌、每瓶价格在200～500元、酒精度中等的国产葡萄酒最受北京市葡萄酒消费者青睐.
On the basis of reviewing relevant literatures,the conjoint analysis method was used to study the product attribute preferences of wine consumers,taking Beijing as an example.The results showed that among the four attributes of price,brand,alcohol content and place of origin,Beijing wine consumers paid the most attention to brand(50.407%),followed by price(27.569%)and place of origin(20.081%),with a lower focus on alcohol content(1.942%).From a comprehensive perspective,well-known brands,domestic wines priced between RMB 200-500 per bottle with moderate alcohol content are most favored by wine consumers in Beijing.
李佳芮;李甲贵
西北农林科技大学葡萄酒学院,陕西杨凌 712100
轻工业
葡萄酒产品属性消费者偏好联合分析法
wineproduct attributesconsumers'preferencesconjoint analysis
《中外葡萄与葡萄酒》 2024 (005)
103-110 / 8
昌吉州科技支撑产业高质量发展专项(2022Z03)
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