I.C.5. Consumers' channel choice behavior based on purchase reasons in the wine sector

Project: Research

Project Details


This research investigates how consumers choose a particular retail channel (e.g., supermarkets, specialized stores, Internet) according to the underlying purchase reason or motivation (e.g., immediate consumption, stockpilling, for a present). This study implements discrete choice modeling and is undertaken in the wine sector.
Effective start/end date1/09/06 → …


  • wine sector
  • purchase motivation
  • multichannel choice behavior


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