Munich Personal RePEc Archive

Methods and instruments for value perceptions. The conjoint analysis applied to the wine packaging.

Marchini, Andrea and Diotallevi, Francesco (2010): Methods and instruments for value perceptions. The conjoint analysis applied to the wine packaging. Published in: Proceedings of Advances in Business-Related Scientific Research Conference 2010 No. ISBN: 9789619291702

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Abstract

This work tries to provide a path to describe the modern marketing research and, at the same time, it tries to examine carefully in which context, a firm can be supported by marketing strategies focused to the consumers. Between different methods examined, the Conjoint analysis has resulted the most effective. It shows an precise description of the consumer perception and behaviour. This method has been chosen to evaluate how the features of a wine packaging can influence consumer purchasing. The research has shown that the label is the most important variable, which can prevalently influence the consumer product perception.

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