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Preferences and willingness of German consumers with organic wine
Project
Project code: 2810OE087
Contract period: 05.11.2010
- 30.04.2012
Budget: 57,100 Euro
Purpose of research: Applied research
'The objective of this project is to analyze the preferences and the willingness to pay German consumers for organic wine (wine that is made from organically produced grapes), and that build upon the development of recommendations for a marketing concept for German organic wine growers and marketers.
It examines consumer behavior regarding organic wine, and identifies the determinants of purchase of organic wine. Here, the preferences of consumers who are drinking organic wine, the preferences of consumers who do not drink organic wine, are compared. Finally, be prepared on the basis of the results of consumer research recommendations for a marketing concept for German producer and marketer of organic wine.
The following steps are provided:
First A workshop with organic wine producers and merchants
Representatives of organic farming associations, eco-growers, winemakers, the Association of German VDP and experts from consulting and marketing are invited to this workshop. The aim of this step is to compile information for the quantitative surveys. What are the relevant from the perspective of the consumer association representatives buying criteria and what are the main obstacles to a sale. The results of the workshop are logged in detail and serve as the basis for the decision on the consumer study to test criteria.
Second Survey of wine merchants
There are semi-structured interviews (telephone / face-to-face) conducted with ten major wine retailers, including at least five, offering both organic and conventional wines. There will be, what qualities they consider relevant for the consumer purchase and ask what information consumers of organic wine. These results form the basis for the decision on the consumer study to test criteria.
Third Implementation of Choice Experiments
Choice experiments are simulations of purchasing decisions. The subjects are confronted with multiple products that differ in the investigated properties. The aim of conducting experiments is to determine buying preferences and willingness to pay of consumers. Here preferences and willingness to pay are not asked directly for individual properties, but the test subjects are asked to make a clear choice decision between different product alternatives. The preferences and willingness to pay are calculated from the choices of subjects.
There are interviewed consumers who regularly, ie at least once per week, buy organic food and buy the wine in principle. This group is divided into those consumers who buy organic wine and those who buy conventional wine.
By this procedure, on the one hand, the preferences of eco-wine buyers are identified and also the preferences of eco-consumers who buy organic wine not yet. Especially the latter group of consumers is of interest to this study, as consumers of organic food have been a policy preference for organic products developed, but (obviously) not for organic wine.
These can help to draw conclusions about current barriers to eco-wine consumption. Both consumer groups should be equally busy, that is, each comprising 300 subjects. The subjects are confronted within the CE, each with three selection decisions, so that the sample size for each consumer group amounted to 900 observations.
4th Implementation of a final workshop
to discuss the results of the Eco-Choice Experiments with growers, winemakers, association representatives, experts and advice on the joint development and commercialization of conclusions.
Section overview
Subjects
- Market Analysis/Marketing Strategy
Framework programme
Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
