Resumen de Analysis of heterogeneity in the preferences of wine consumption
María Carolina Rodríguez Donate, Margarita Esther Romero Rodríguez, Víctor Javier Cano Fernández, Ginés Guirao Pérez
The general decline in per capita consumption of wine worldwide over recent decades reveals the need to apply effective marketing strategiesto capture segments of the population, such as young people or women, who tend to consume wine sporadically and in small amounts, evenamong traditional wine-producing countries. However, until now these strategies have been designed considering these segments ashomogeneous groups, when in fact they are not. In this paper, several discrete choice models are used to incorporate the unobservedheterogeneity present in individuals’decisions, such as mixed or latent class models, with the aim of identify the socio-demographics profiles ofindividuals who consume a certain amount of wine per week. The results highlights the superiority of these models and the variability individuals'characteristics due to heterogeneity.
