... Local brand Consumer behaviour Japanese wine Conjoint analysis Ordered multinomial logistic regression model This work was supported by the University of Marketing and Distribution Sciences under Grant Additional Research Funds. The wine market has changed markedly in recent years...

... analysis and conjoint analysis. Findings The study reveals that Indian millennials’ wine consumption is driven by health and sustainability concerns, particularly the appeal of organic and low-alcohol options. However, wine, especially red wine, is also strongly associated with socializing, luxury...

... to faster growth. Design/methodology/approach This is a conjoint analysis with a selection of attributes for new or renewed products, marginal disposition to pay for particular characteristics through brand-specific choice-based design, and market simulation. Findings This paper clearly demonstrates...

...Mercedes Sánchez; José Maria Gil Conjoint analysis has become an increasingly popular approach to estimate the benefits derived from the attributes of a product. This decompositional method provides information about the structure of consumers' preferences, as obtained from the overall judgement...