You are in : Home › Project : Consumer Preference

AREA I. Consumer Preferences
Project 6 :

Consumer Preference

Traditionally, wine quality has been defined by the subjective perception of experts.

Personal tastes invariably mark these preferences which unfortunately do no necessarily meet consumer expectations in target markets. The questions this project wishes to address are as follows:

What are the objective characteristics of the wines most sold abroad?
What are the attributes of our wines - and those of their competitors - which appeal / do not appeal to the consumer?
How can we produce these wines as well as others so as to fulfill consumer expectations?

With this aim, we shall develop a scientific methodology based on objective analysis techniques which allow the chemical and sensorial characterization of the existing wine styles, according to the different market segments in which domestic wines compete; and determine simultaneously the consumer preferences in such markets.

The knowledge generated via this project may be incorporated to the wine production and commercialization chain, be it to define market-specific quality benchmarks, product price ranges, or to design the most appropriate marketing strategies. It shall also pinpoint those sensorial attributes that consumers expect to find in our wines, as well as the main components generating such characteristics. This data shall feed objective information to the wine industry regarding the most successful wines at an international level and shall allow other Vinnova projects to redirect their efforts to the attainment of such profiles.