Abstract. This article is arguing that Conjoint analysis may offer a solid framework, able to determine the influence of the origin of the product in the consumption decisions. After a research of this framework, an empirical research on wine is conducted. Research is suggesting that there is, for the wine, a certain influence of the origin of the product in the buying decision. Even more, it is not the real origin that counts but the perceived one. The way the consumers perceive a certain region, or country matters and Wine sellers should focus on this influence in their branding strategies.

Keywords: structure of preferences; origin of the product; wine; branding; Conjoint analysis.