Abstract
Purpose: This article investigated and compared the relative importance of 14 wine attributes on the wine-purchasing behaviour of South African consumers of different generational groups.Design/methodology/approach: Data were collected from 646 South African wine consumers by means of a structured online questionnaire. Respondents were divided into two main age groups, 18–40 years of age and 41 years and older. Data analysis included descriptive statistics, best–worst scaling and independent sample t-tests.Findings/results: Results showed that there were both similarities and differences in the relative importance of wine attributes between the two age groups investigated. Both groups regarded the previous tasting of a wine and recommendations by others as the two most important wine attributes when purchasing wine for their own consumption. An in-store promotional display of wines was regarded as the least important wine attribute by the older cohort, whereas an alcohol level below 13% was rated by the younger cohort as the least important wine attribute.Practical implications: The findings contribute to a deeper understanding of wine-purchasing behaviour in the emerging wine-producing countries. Results can be used by marketing managers to create more effective marketing strategies to increase wine sales in South Africa amongst different age groups.Originality or value: This study is a pioneering venture, given the absence of published knowledge on the possible generational differences in the wine consumer behaviour of South Africans.
Highlights
Wine has been part of human life for thousands of years
The South African wine industry has advanced from a small market for domestic consumption to its current status as the ninth largest wine producer in the world, based on 2018 wine production figures (OIV, 2019)
Wine prices have remained almost unchanged for a number of years, resulting in a situation where more than 80% of South African wine producers are operating below a sustainable net income
Summary
Wine has been part of human life for thousands of years. biomolecular archaeological research suggests that grape wine was first produced during the early Neolithic period in 6000–5000 BC (McGovern et al, 2017). Owing to the complexity of wine (mainly resulting from various unpredictable attributes) and how these attributes can influence consumer preferences and buying behaviour, it is vital for wine producers and sellers to hone their knowledge in this respect (Pomarici, Lerro, Chrysochou, Vecchio, & Krystallis, 2017). This knowledge about consumer behaviour can be incorporated into wine-marketing strategies to guide consumers in their winepurchasing decisions. The argument can be made that South African wine producers should put much more effort into informed marketing strategies to increase the domestic consumption of wine in a highly complex and competitive market
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