The influence of training in buying behaviour and willingness to pay for wines. The case of the fortified wines of the Montilla-Moriles PDO

Abstract

The Spanish fortified wines (with alcohol content exceeding 15% by volume) are produced only in Western Andalu- sia (Spain), being awarded with a Denomination of Origin (PDO). They are products where quality is associated with complex changes during the aging under “velo de flor” (film of yeast) and/or for a long time. The consumption of these kind of wines has decreased as a result of the changes in the recent drinking consumption habits, and because of the rise of other more popular alcoholic drinks. This study is based on a survey made to 1990 Andalusian consumers, according to a stratified quota sampling method, based on the sociodemographic characteristics of the consumers target population. Methodology used questionnaires (frequencies, percentages, means and measures of variability, depending on the type of variables) and experiments that explain the variability of the criterion variables taken into account (in our case buying behaviour and willingness to pay – WTP). Contin- gency Tables, Analysis of Variance, CHAI Analysis, and Cluster Analysis were the statistical methods used here. The results of this work show some threats over fortified wines, due to the old population consuming these types of wine, and the narrow area where these wines are frequently consumed. It has also to be noted that preferences of younger people aim to other competing alcoholic drinks (white young and red wines). The information and training courses consumers have on fortified wines affects positively on WTP, therefore, training strategies are suggested to get this objective.