Customer satisfaction survey on Passito wine with theapplication of a new approach to modelling discrete choices

The aim of this work is to study the demand for Passito wine in the Veneto region (northeast Italy) identifying homogeneous segments of consumers based on preferences and consumption habits. In 2009 market research telephone interviews were conducted. Data and processing reported in this article refer to that survey. Applying the CUB model (Iannario and Piccolo, 2007) it is possible to describe a subject's preferences through a class of mixture models with two parameters representing the feeling toward the Passito and the uncertainty of the evaluators. Estimations and tests of hypotheses on the model's parameters allow us to study if and how some individual customer characteristics affect feeling and uncertainty.