Preference patterns for wine consumption in Spain depending on the degree of consumer ethnocentrism

Abstract One of the elements influencing consumer behaviour is their ethnocentric tendencies, as a manifestation of their preference for products elaborated in the geographical area of the consumer as opposed to those from other areas. From this viewpoint, this paper shows ethnocentric tendencies and identifies wine consumer preferences from Madrid and Barcelona. These cities are characterised as large consumption and business centres and as showcases to promote Spanish wine. The aim of the research was to detect business opportunities for wine produced in Castile-La Mancha. To achieve this objective, 800 wine consumers were personally interviewed. Data processing consisted of determining the degree of consumer ethnocentrism through the Consumer Ethnocentric Tendency Scale and determining wine consumer preferences through the Conjoint Analysis technique, depending on their degree of ethnocentrism. As a general result it is deduced that consumers from Madrid and Barcelona have no ethnocentric behaviour, which is an opportunity for products from other regions, specifically for wine. So, while Madrid consumers know and prefer Castile-La Mancha wines, which can give rise to diversification of the supply by introducing high-end wines, in Barcelona these wines are the least preferred. Therefore, conducting communication campaigns that aim at changing their current image is the priority to enter this market.