Research Buyers Guide

The authoritative guide to research suppliers. Go

Research Jobfinder

The No.1 jobs resource for research and insight professionals. Go

Research-live.com

The definitive source of research news and opinion. Go

Fair Data

The Fair Data mark helps consumers recognise who they can trust. Go

International Journal of Market Research (IJMR)

The world authority on research methodologies and techniques for professionals and academics. Go

Geodemographics Knowledge Base (GKB)

For people interested in the application of geodemographics and geo-spatial analysis. Go

x

Predicting wine repurchase: a case of low test-retest reliability in China

Vol. 59 No. 4, 2017 p.471–494

Patricia Osidacz Williamson, Simone Mueller-Loose, Larry Lockshin and Leigh Francis

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market. Results from a repeated discrete choice experiment (DCE) conducted before and after tasting a set of wines in China are compared with a control group that only performed the repeated DCE, but not the informed tasting. Fundamental differences were observed in choice response for the control group between the two sets, indicating a low stability of preferences and low test-retest reliability. There was a narrow range of responses for both the control and test groups, with an unusually high number of random choices recorded. The effect of extrinsic and intrinsic product attributes could not be determined. The method of combining discrete choice and tasting should be reassessed first in an established market. Other recommendations for conducting similar research in developing markets are discussed.

 

To view the full article please login in or subscribe.

Talk to the membership team

IJMR content is only available to Certified members of MRS and above, and Warc subscribers. If you want to discuss upgrading your MRS membership please email membership@mrs.org.uk or call +44(0)20 7566 1820.
[Download PDF]