International Journal of Wine Business Research: Volume 21 Issue 1

Applying best‐worst scaling to wine marketing

Eli Cohen

Most marketing researchers use rating scales to understand consumer preferences. These have a range of problems, which can be greatly ameliorated by the use of a new technique…

Is there more information in best‐worst choice data? : Using the attitude heterogeneity structure to identify consumer segments

Simone Mueller, Cam Rungie

The purpose of this paper is to apply a very simple but powerful analysis of the variance‐covariance matrix of individual best‐worst scores to detect which attributes are…

An international comparison of retail consumer wine choice

Steve Goodman

The purpose of this paper is to present the results from a 12 country study mapping the influencers on the choice of wine for purchase in the retail store environment. It…

A cross‐cultural comparison of choice criteria for wine in restaurants

Eli Cohen, Francois d’Hauteville, Lucie Sirieix

The purpose of this paper is to discuss the difficulties raised by the question of cultural differences in consumption behaviour studies, and proposes the best‐worst method as a…

Consumer preferences of wine in Italy applying best‐worst scaling

Leonardo Casini, Armando Maria Corsi, Steve Goodman

The purpose of this paper is to focus on measuring the importance of the attributes, which influence the wine choice of Italian consumers when they buy wine either in a retail or…

Building brand salience for commodity‐based wine regions

Hervé Remaud, Larry Lockshin

The purpose of this paper is to discuss how a wine region should develop and position its brand using the best worst scaling (BWS) approach. A better understanding of the features…

Guest editorial

Eli Cohen, Steve Goodman