Product involvement, brand loyalty, and country-of-origin brand preferences of Japanese wine consumers

Abstract

This study adds to the knowledge base on the level of product involvement, brand loyalty, and preference for country-of-origin wine brands of Japanese wine consumers. A highly structured, self-administered questionnaire was used to collect data from Japanese wine consumers from six of the eight major regional divisions across Japan. A 17-item wine product involvement scale measured consumers' involvement levels and formed the basis for analysis. Regression analysis on brand loyalty and involvement show a low positive association between them. Involvement is influenced by the age demographic, and increases with age until the 35–45-year age group (Generation-X) and then slowly decreases. A strong positive relationship exists between consumption frequency and quantity, and the level of involvement. High involvement consumers show a strong preference for Old World-produced wines, mainly from France and Italy. Consumers living in Chubu have the highest level of involvement, followed by Hokkaido and Kanto, which suggests that wine exporters should look beyond Tokyo for the opportunities in the regional areas of Japan. Further studies should be undertaken to examine the relationship between risk, brand loyalty, and wine purchase behaviour, and the way in which brand loyalty interacts with wine product involvement.