Customer portfolio analysis in winemakers farms

Author/s Mario Gregori
Publishing Year 2011 Issue 2010/3
Language Italian Pages 33 P. 27-59 File size 912 KB
DOI 10.3280/ECAG2010-003003
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This article proposes a method for analysing buying behaviour of professional customers of wine producer farms. It stars from presentation of the models of analysis of customers portfolios in literature. As second step it contains a bivariate model for study the dynamic of takings of farms, and, as third step, it applies the model to a sample of farms. The main results is that a great variation of individual purchase of costumers can occurs, also when the total level of farm takings presents small positive or negative changes. It suggests that farms have to implement differentiate strategies to the customers following different behaviour of buying.

Keywords: Wine, customers, portfolio

Jel codes: Q12

Mario Gregori, L’analisi del portafoglio-clienti in aziende vitivinicole in "ECONOMIA AGRO-ALIMENTARE" 3/2010, pp 27-59, DOI: 10.3280/ECAG2010-003003