Sheraton Uptown, Albuquerque, NM, USA
Saturday, April 22 • 8:00am - 9:00am
110-Understanding the Value of Fresno State Wine in the Market

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The objective of this study is to increase understanding of the value of the Fresno State brand in the local wine market. The study analyzes the impact of specific product attributes on derived utility and willingness to pay (WTP) for Fresno State wines. A choice-based conjoint analysis is used to determine consumer WTP. Final study results will provide the Fresno State winery, the regional wine industry and academic researchers with valuable information about consumer demographics and wine purchasing behavior. A better understanding of crucial product attributes, consumer characteristics, and corresponding WTP for Fresno State wine will lead to development of more effective market strategies to increase profits; profits that ultimately support and enhance the learning experience of Fresno State students.

Speakers & Presenters

Haley Jensen

Graduate Student, Utah State University

Todd A. Lone

Assistant Professor of Agricultural Business, California State University, Fresno

Saturday April 22, 2017 8:00am - 9:00am