Prediction of the Wine Price Purchased Using Classification Trees

The wine market is expected to recover and growth in the following years. Although size of this small Mexico; efforts are being made promote national wines. To support these actions, current study aims explore consumers’ decision pay for a low versus high priced according attributes external influences. A total 290 consumers, knowledgeable about wines, participated an online survey that took place Northwest part Mexico. relevance eleven have on price was assessed through application classification trees, method has not been previously applied purchase decisions. result indicate consumers mainly driven by than attributes. However, relevant low-priced wines (less 20 USD) include “label information” “awards” “previous tasting”. By contrast, pricey “country or region origin” “vineyard recognition”. findings offer provide suggestions attribute wineries marketers should focus meet preferences depending price-sensitivity knowledge target segments.