中外葡萄与葡萄酒Issue(5)：103-110,8.DOI:10.13414/j.cnki.zwpp.2024.05.014
基于联合分析法的葡萄酒消费者产品属性偏好研究
Consumers'Preferences for Wine Attributes Based on Conjoint Analysis
摘要
Abstract
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.关键词
葡萄酒/产品属性/消费者偏好/联合分析法Key words
wine/product attributes/consumers'preferences/conjoint analysis分类
轻工业引用本文复制引用
李佳芮,李甲贵..基于联合分析法的葡萄酒消费者产品属性偏好研究[J].中外葡萄与葡萄酒,2024,(5):103-110,8.基金项目
昌吉州科技支撑产业高质量发展专项(2022Z03) （2022Z03）
