Analysis of demand for organic wine
Duration of project
November 2015 - January 2018
Contact person at the University of Kassel
Isabel Schäufele, M.Sc.
Head of project
BLE-project "Analysis of demand for organic wine"
Research project supported by the Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
Summary
Based on data obtained from a panel of 30.000 households in Germany we analyse the development of the actual buying behaviour regarding organic wine. The panel data allow an analysis of wine demand with regard to price, distribution channel, cultivation method (conventional/organic), production area, wine quality and variety making it possible to depict sales revenues, sales volumes and the price setting of organic wine along these dimensions. As the data are aggregated on the level of households, consumer segments can be classified on the basis of these dimensions (e.g. in heavy, occasional and seldom buyers). Further panel data take households´ attitudes regarding organic and regional food into account. Hence, we can combine data on the buying behaviour with consumer attitudes and sociodemographic data.
The aim of the project is to give stakeholders in the German wine industry advice on how to optimize their product-, price-, communication- and distribution policy. The results are to help wine growers, wine distributors and interest groups develop the market for organic wine through targeted marketing actions.