Customer satisfaction survey on Passito wine with the application of a new approach to modelling discrete choices

• Activity Number: 632
• Type: Contributed
• Date/Time: Thursday, August 5, 2010 : 8:30 AM to 10:20 AM
• Sponsor: Section on Nonparametric Statistics
• Author(s): Francesca Solmi and Stefano Bonnini*+ and Luigi Salmaso
• Companies: University of Ferrara and University of Padova and University of Padova
• Keywords: CUB model ; mixture model ; market segmentation ; customer satisfaction

Abstract

The aim of this work is to study the demand for Passito wine in the Veneto region (northeast Italy) identifying homogeneous segments of consumers based on preferences and consumption habits. In 2009 market research telephone interviews were conducted. Data and processing reported in this article refer to that survey. Applying the CUB model (Iannario and Piccolo, 2007) it is possible to describe a subject's preferences through a class of mixture models with two parameters representing the feeling toward the Passito and the uncertainty of the evaluators. Estimations and tests of hypotheses on the model's parameters allow us to study if and how some individual customer characteristics affect feeling and uncertainty.