The Brand Choice Model of Wine Consumers: A Multinomial Logit Model |
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Authors: | Selahattin Guris Nurcan Metin Ebru Caglayan |
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Institution: | (1) Department of Econometrics, Faculty of Economics and Administrative Sciences, Marmara University, Istanbul, Turkey;(2) Department of Econometrics, Faculty of Economics and Administrative Sciences, Thrace University, Tekirdağ, Turkey;(3) Gullapoglu Yerleskesi, Tıp Fakultesi Lojmanlari, Trakya Universitesi, A Blok Daire 15, Edirne, Turkey |
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Abstract: | The objective of this study is to determine factors influencing brand preferences of wine consumers in the Marmara region
where viniculture and wine production is so important in Turkey. First, the consumers’ preferences survey has been conducted
with 1022 persons in the region randomly selected and evaluated. Then, the informative factors influencing brand preferences
collected in these surveys have been determined by the multinomial logit model. A lot of independent variables have been used
in the multinomial logit model, but, because some independent variables were not found as significant according to Likelihood
Ratio test, these variables are not included in the multinomial logit analysis. Six important factors influencing wine brand
preferences have been determined. These factors are brand change causes of consumers, occupation of consumers, marital status
of consumers, birthplace of consumers, income of consumers and gender of consumers. In addition, whether the wine brand preferences
are independent, has been tested with Testing Independence of Irrelevant Alternatives of Hausman. According to this test,
it has been found that the wine brand preferences are independent. |
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Keywords: | wine brand preferences multinomial logit independence of irrelevant alternatives |
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