Publicação
Measuring price sensitivity to the consumption situation
| Resumo: | Consumer segmentation is very relevant in the design of wine marketing strategies. Previous studies showed that there is a relationship between the consump-tion situation and the willingness to pay for a bottle of wine. In this sense, the con-sumption situation is considered a segmentation variable. However, price sensitivity in relation to the consumption occasion was not measured. In this paper, we propose four measures of price sensitivity to the consumption occasion. We illustrate how to com-pute them and discuss their advantages and limitations. One of the measures only dis-criminates consumers that are sensitive to the consumption occasion from those who are not. In turn, the other measures are more informative and make it possible to dis-tinguish between different degrees of sensitivity. The proposed measures can be used to classify consumers and further improve the knowledge of wine marketeers and deci-sion makers in the wine industry about them. |
|---|---|
| Autores principais: | Candeias, Teresa |
| Outros Autores: | Alonso, Hugo |
| Assunto: | Wine Consumption situation Willingness to pay Sensitivity measure |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Aveiro |
| Idioma: | inglês |
| Origem: | RIA - Repositório Institucional da Universidade de Aveiro |
| _version_ | 1866173225619161088 |
|---|---|
| author | Candeias, Teresa |
| author2 | Alonso, Hugo |
| author2_role | author |
| author_facet | Candeias, Teresa Alonso, Hugo |
| author_role | author |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Candeias, Teresa\"},{\"Person.name\":\"Alonso, Hugo\"}] |
| datacite.creators.creator.creatorName.fl_str_mv | Candeias, Teresa Alonso, Hugo |
| datacite.date.Accepted.fl_str_mv | 2024-01-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2024-09-11T14:16:48Z |
| datacite.date.embargoed.fl_str_mv | 2024-09-11T14:16:48Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Wine Consumption situation Willingness to pay Sensitivity measure |
| datacite.titles.title.fl_str_mv | Measuring price sensitivity to the consumption situation |
| dc.creator.none.fl_str_mv | Candeias, Teresa Alonso, Hugo |
| dc.date.Accepted.fl_str_mv | 2024-01-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2024-09-11T14:16:48Z |
| dc.date.embargoed.fl_str_mv | 2024-09-11T14:16:48Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10773/42374 |
| dc.language.none.fl_str_mv | eng |
| dc.publisher.none.fl_str_mv | Firenze University Press |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Wine Consumption situation Willingness to pay Sensitivity measure |
| dc.title.fl_str_mv | Measuring price sensitivity to the consumption situation |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_6501 |
| description | Consumer segmentation is very relevant in the design of wine marketing strategies. Previous studies showed that there is a relationship between the consump-tion situation and the willingness to pay for a bottle of wine. In this sense, the con-sumption situation is considered a segmentation variable. However, price sensitivity in relation to the consumption occasion was not measured. In this paper, we propose four measures of price sensitivity to the consumption occasion. We illustrate how to com-pute them and discuss their advantages and limitations. One of the measures only dis-criminates consumers that are sensitive to the consumption occasion from those who are not. In turn, the other measures are more informative and make it possible to dis-tinguish between different degrees of sensitivity. The proposed measures can be used to classify consumers and further improve the knowledge of wine marketeers and deci-sion makers in the wine industry about them. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | article |
| id | ria_514b28ebede30ae2f9142289482fcad3 |
| identifier.url.fl_str_mv | http://hdl.handle.net/10773/42374 |
| instacron_str | ua |
| institution | Universidade de Aveiro |
| instname_str | Universidade de Aveiro |
| language | eng |
| network_acronym_str | ria |
| network_name_str | RIA - Repositório Institucional da Universidade de Aveiro |
| oai_identifier_str | oai:ria.ua.pt:10773/42374 |
| organization_str_mv | urn:organizationAcronym:ua |
| person_str_mv | Candeias, Teresa Alonso, Hugo |
| publishDate | 2024 |
| publisher.none.fl_str_mv | Firenze University Press |
| reponame_str | RIA - Repositório Institucional da Universidade de Aveiro |
| repository_id_str | urn:repositoryAcronym:ria |
| service_str_mv | urn:repositoryAcronym:ria |
| spelling | pt_PTConsumer segmentation is very relevant in the design of wine marketing strategies. Previous studies showed that there is a relationship between the consump-tion situation and the willingness to pay for a bottle of wine. In this sense, the con-sumption situation is considered a segmentation variable. However, price sensitivity in relation to the consumption occasion was not measured. In this paper, we propose four measures of price sensitivity to the consumption occasion. We illustrate how to com-pute them and discuss their advantages and limitations. One of the measures only dis-criminates consumers that are sensitive to the consumption occasion from those who are not. In turn, the other measures are more informative and make it possible to dis-tinguish between different degrees of sensitivity. The proposed measures can be used to classify consumers and further improve the knowledge of wine marketeers and deci-sion makers in the wine industry about them.application/pdfengFirenze University Presspt_PTMeasuring price sensitivity to the consumption situationCandeias, TeresaAlonso, HugoHandlehttp://hdl.handle.net/10773/42374ISSNIsPartOf2212-9774DOIIsPartOf10.36253/wep-152362024-09-11T14:16:48Z2024-01-01T00:00:00Z2024http://purl.org/coar/access_right/c_abf2open accesspt_PTWinept_PTConsumption situationpt_PTWillingness to paypt_PTSensitivity measure463443 byteshttp://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://ria.ua.pt/bitstream/10773/42374/1/WEP.pdfliteraturehttp://purl.org/coar/resource_type/c_6501journal article |
| spellingShingle | Measuring price sensitivity to the consumption situation Candeias, Teresa Wine Consumption situation Willingness to pay Sensitivity measure |
| status | SINGLETON |
| subject.fl_str_mv | Wine Consumption situation Willingness to pay Sensitivity measure |
| title | Measuring price sensitivity to the consumption situation |
| title_full | Measuring price sensitivity to the consumption situation |
| title_fullStr | Measuring price sensitivity to the consumption situation |
| title_full_unstemmed | Measuring price sensitivity to the consumption situation |
| title_short | Measuring price sensitivity to the consumption situation |
| title_sort | Measuring price sensitivity to the consumption situation |
| topic | Wine Consumption situation Willingness to pay Sensitivity measure |
| topic_facet | Wine Consumption situation Willingness to pay Sensitivity measure |
| url | http://hdl.handle.net/10773/42374 |
| visible | 1 |