*2.1. Database*

The data used in this study were collected using survey personal interviews to consumers when they were about to shop in different establishments. The survey was administered in September 2019 in the cities of Madrid, Leganés, and Toledo (Spain) as

representative examples of large, medium, and small-sized towns, respectively. A total of 400 individuals who reported to have drunk wine at least once in the previous month were interviewed. A filter question was used for this purpose. The socioeconomic characteristics of the consumers interviewed are shown in Table 1. The maximum sampling error was below 5.0% for a confidence level of 95.5% (k = 2) under the principle of maximum indetermination (p = q = 50%). To confirm that the survey questions were well designed and were easily understandable, the preliminary questionnaire was administered to 30 wine consumers before the fieldwork.


**Table 1.** Socioeconomic characteristics of the sample (%).
