Perspectives on Consumers' Attitudes to Wine's Region of Origin in a Restaurant Setting

Abstract

This exploratory study examines the relative importance of wine's region of origin in the consumer wine-buying decision-making process in a restaurant setting of the market. The research seeks to evaluate whether its relative importance varies and under what conditions, including taking into account consumers' quality perception of wine's region of origin, anticipated consumption situation, consumption behavior and a number of demographic variables. Data are collected through the use of a self-administered, highly-structured questionnaire in a restaurant in Gawler, South Australia. The sample consists of the restaurant clientele who had both consumed and purchased wine in the previous 12 months resulting in 70 useable surveys. Region of origin has a relatively high importance in the consumer wine-buying decision-making process although wine type and grape variety are the most important choice factors in the wine selection process. Region of origin varies in importance as a choice factor within consumption situations and pre-conditions. The higher the price of wine under consideration, the greater the level of importance placed upon region or origin. There is a positive correlation between consumers' wine quality perception of a wine region and the degree of importance placed on region of origin when selecting wine.