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Consumer-Level Determinants of Wine Purchases in Canadian Restaurants*

Published online by Cambridge University Press:  08 June 2012

Leigh J. Maynard  and
Kelly Davidson
Leigh J. Maynard
Affiliation:
Department of Agricultural Economics, University of Kentucky, Lexington, KY 40546–0276, tel. 859–257–7286, email: leigh.maynard@uky.edu (corresponding author)
Kelly Davidson
Affiliation:
Department of Agricultural Economics, University of Kentucky, Lexington, KY 40546–0276, tel. 859–257–7272, email: kelly.davidson@uky.edu
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Abstract

Logistic regressions identified determinants of red and white wine purchases in formal and casual restaurants, using a detailed dataset of over 26,000 consumer-level food away-from-home purchases in two Canadian provinces during 2000–2005. Meal context regressors, and prior behavior associated mainly with unobserved heterogeneity, contributed most of the explanatory power, with observable demographic regressors playing a modest role. The main strategic recommendation is thus to focus wine marketing resources on the restaurant environment, with less emphasis on targeting specific audiences. (JEL Classification: C25, D12)

Type
Articles
Information
Journal of Wine Economics , Volume 4 , Issue 1 , Spring 2009 , pp. 10 - 24
Copyright
Copyright © American Association of Wine Economists 2009

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