Statistical analysis of consumer sensory evaluation of selected varieties of white wine

Download as PDF

by Jan BORÁK , Zuzana Novotná , Kateřina Kovářová

Download

JEL classification

  • Marketing and Advertising: General
  • Marketing

Keywords

Analysis, consumer preferences, sensory evaluation, wine

Abstract

This paper evaluates the preferences of domestic consumers in the purchase and consumption of selected varie-ties of wine: Chardonnay, Sauvignon and Pinot Gris. Consumers are influenced by the information provided by their own personal experience, studies, the media or friends. An important factor in consumer choice is also the label and the bottle of the wine itself. A pilot survey showed that consumer preferences change from their first impression of a product based on their personal experience of the product, i.e. after tasting. This may be an important factor influencing the consumer’s preferences when selecting varieties of wine. The results can be used, for example, by grape wine retailers in their marketing mix.