Intellectual Contribution by Mahmood Hussain

Contribution Title

Determinants of Wine Consumption of U.S. Consumers: An Econometric Analysis

Publication

International Journal of Wine Business Research

Co-author

Susan Cholette and Rick Castaldi

Year

2007

Description

The purpose of this paper is to identify econometrically the determinants of wine consumption of U.S. consumers. In empirically identifying driving forces of wine consumption, we used 122 survey responses from Northern California consumers. The study found that even knowledgeable or frequent consumers of wine purchase across all price points. Further, a significant positive correlation exists between knowledge and volume of wine consumed. All three regression techniques applied in this paper indicate that knowledge remains the most important determinant in wine consumption. The results emphasize the need for U.S. wineries to better educate and connect with consumers by developing compatible positioning strategies and marketing programs that are as informative as they are appealing.

Complete Citation

"Determinants of Wine Consumption of U.S. Consumers: An Econometric Analysis," International Journal of Wine Business Research (formerly knows as International Journal of Wine Marketing), vol. 19 (1) 2007.(first author with Susan Cholette and Rick Castaldi)

Website

See Faculty: Mahmood Hussain