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April 2009
Understanding How Consumers Choose Wines
How do taste, price, brand and packaging influence the consumers' choice?
by Larry Lockshin
I have led a team from my university, the Australian Wine Research Institute and the Centre for the Study of Choice (University of Technology, Sydney) in working on new methods to predict the sales of new wines into new markets funded by the Australian Grape and Wine Research and Development Corporation. We developed and tested our method over the last year in Australia and are now starting the next phase in the U.S. wine market--a place where Australia has the potential to share in the grow...
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