Abstract
ABSTRACT This exploratory study provides insights into the consumer behavior characteristics and consumption dynamics of Japanese wine consumers, explores the validity of existing generic consumer segmentation of the Japanese market, and considers its suitability to predict wine-purchasing behavior. The importance of product choice factors used in the wine-buying decision-making process is determined, with taste, style, color, price, and recommendations from friends forming the top five. The Japanese consumers’ preference for country-of-origin (COO) wine brands is shown to differ considerably, depending on the consumption situation and level of perceived social risk. Whereas consumers are overall more COO brand loyal to Old World produced wines, women favor wines from New World wine countries. Finally, information generated from the study shows similarities to existing Japanese consumer market segmentation.
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