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

Project: Research

Project Details

Description

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.
StatusActive
Effective start/end date1/09/06 → …

Keywords

  • wine sector
  • purchase motivation
  • multichannel choice behavior