Un análisis de las preferencias de los consumidores de la Región de Murcia por los alimentos con Denominaciones de Origen: el caso del vino.

This paper analyzes the general situation of the Spanish wine industry, providing a detailed description of the size and problems of production and consumption of wines with Protected Designation of Origin (PDO) at the national level, and more specifically, the present main production areas in the Region de Murcia: Jumilla, Yecla and Bullas.To analyze the current problems and future producers and processors sector of PDO wines of the region, we conducted a survey for industry experts following the Delphi methodology. The two rounds conducted, provide valuable qualitative information about their current situation and expectations of the sector, asking them to evaluate it main Weaknesses, Threats, Strengths and Opportunities (SWOT), and making predictions of evolution of some market parameters. A central element is the study of changes in the current Common Market Organization (CMO) for wine could lead to reform the Common Agricultural Policy (CAP), motivated by the new planning budget of the European Union (EU) for the period 2013-2020, under discussion in the timing of this work. A second source of primary information from this research is the data generated from a survey on wine consumption, conducted a total of 411 citizens of the Region of Murcia. The analyzed information provides considerable information about the demand for wine, in terms of consumption habits (frequency, preferences, etc), the preference for wines with Designation of Origin from different backgrounds (regional, national or international) or knowledge and appreciation for organic wines. The application of a Choice Experiment for different products following the methodology of Conjoint Analysis provides information of interest on the national consumer preferences for different types of wine, contrasting the importance of the final purchase decision of consumer’s attributes that are the price and region of origin of wine.