Estructura de preferencias de los consumidores de vino y actitudes hacia los vinos con denominación de origen. El caso de Castilla-La Mancha

This paper covers a dual objective. On the one hand, the relative importance was determined of the wine attributes that influence the formation of consumer preferences in Castilla-La Mancha. On the other, consumer attitude was analysed towards wine with Castilla-La Mancha’s most important Designation of Origin (D.O.) certifications (D.O. La Mancha and D.O. Valdepeñas), compared with the best-known wine in the national ambit (D.O. Rioja). As a result of the first objective, the most relevant attributes are price, colour (red, white), certification and origin, in this order. The second objective shows that D.O. La Mancha and D.O. Valdepeñas are considered cheaper wines, of habitual consumption and a lower prestige image, while D.O. Rioja wines are seen as prestigious and expensive, so their consumption is considered appropriate for special occasions.