The influence of involvement on purchase intention for new world wine

Abstract

Understanding the ways in which consumers’ involvement levels influence how they use different cues to make purchase decisions has been a topic of research for several decades. This study, which provides a specific extension to the more general study by Lockshin et al. [Lockshin, L., Wade, J., d’Hauteville, F., & Perrouty, J. P. (2006). Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice. Food Quality and Preference, 17(3–4) 166–178] examines the moderating effects of wine product involvement and wine purchase involvement on wine purchase decisions. A sample of 187 New Zealand regular wine consumers participated in a conjoint experiment using the variety New Zealand Sauvignon Blanc. The product stimuli were defined by three attributes: (i) presence/absence of region of origin information, (ii) price level, and (iii) presence/absence of a price discount. Purchase intention ratings, which were analysed using multiple regression and non-parametric bootstraps, suggested that the cue pertaining to information about region of origin was more important for consumers high in product involvement and purchase involvement than for consumers with low levels of involvement. There was also some evidence to suggest that consumers who are high in product involvement place less importance on price and, that consumers who are low in purchase involvement place greater importance on price discounts.