Discrete choice experiments with multiple price vectors for products sold in a wide price range.

The discrete choice experiment is a widely used methodology in consumer studies. However, applying this method to investigate the market of products sold in a wide price range could present issues as to the quality of the estimate of preferences. In fact, for this type of product, frequently consumers may have different behaviours when faced with different price levels. For example, some market segments may refrain from purchasing products below certain price thresholds, considering them of an unacceptable quality, while others choose only below certain prices. To work around this problem area, we propose a methodology in which each respondent declares his own price interval of reference and consequently participates in a choice experiment with a price vector coherent with his habits. In this manner, we are able to grasp and include in the estimations the heterogeneity of consumers with respect to price and thus obtain more accurate willingness to pay estimates. •The method describes a procedure to bypass issues related to identifying the price vector in discrete choice experiments that involve products sold in a wide price range.•We propose a discrete choice experiment with different price vectors for consumer segments with different price preferences.

Typical Vine or International Taste: Wine Consumers' Dilemma Between Beliefs and Preferences.

BACKGROUND: The wine-growing sector is probably one of the agricultural areas where the ties between product quality and territory are most evident. Geographical indication is a key element in this context, and previous literature has focused on demonstrating how certification of origin influences the wine purchaser's behavior. However, less attention has been devoted to understanding how the value of a given name of origin may or may not be determined by the various elements that characterize the typicality of the wine product on that territory: vines, production techniques, etc. METHODS: It thus seems interesting, in this framework, to evaluate the impacts of several characteristic attributes on the preferences of consumers. This paper will analyze, in particular, the role of the presence of autochthonous vines in consumers' choices. The connection between name of origin and autochthonous vines appears to be particularly important in achieving product "recognisability", while introducing "international" vines in considerable measure into blends might result in the loss of the peculiarity of certain characteristic and typical local productions. A standardization of taste could thus risk compromising the reputation of traditional production areas. The objective of this study is to estimate, through an experimental auction on the case study of Chianti, the differences in willingness to pay for wines produced with different shares of typical vines. RESULTS: The results show that consumers have a willingness to pay for wine produced with typical blends 34% greater than for wines with international blends. CONCLUSION: However, this difference is not confirmed by blind tasting, raising the issue of the relationship between exante expectations about vine typicality and real wine sensorial characteristics. Finally, some recent patents related to wine testing and wine packaging are reviewed.

Food habits. Changes among young Italians in the last 10 years.

The study aims to identify future trends in food habits by comparing the food choices made in Italy by Generation X in the year 2000 with those of Generation Y in 2009. The analysis was conducted utilising the food expenditures surveyed by the National Statistics Institute on a representative sample of consumers. Segmentation was performed using the Latent Class Clustering in order to identify the principal food patterns and their evolution in the span of a decade. The results point out some trends of homologation in food consumptions that are potentially problematic from the viewpoint of the healthy aspects. An increase is noted among the so-called savers, characterised by a diet with a high energetic density, while a decline is noted among the young "traditionals" who stand out for their high consumptions of fruit, vegetables and fish. Out-of-the-home consumptions become established among singles, and there is an increase of easy to prepare and ready to eat products, especially among the young people with children of Northern Italy. These elements raise several issues with regard to social, economic and health implications. Public intervention becomes fundamental to provide information and stimulate markets in orienting producers and consumers towards virtuous models, compatible with the new demands of society.