Wine Consumer Behaviour Research Articles

Behind intention and behaviour: factors influencing wine consumption in a novice market

Purpose – The purpose of this paper is to advance the understanding of the decision-making process of consumers from novice markets facing the choice of a complex product like wine, explaining the determinants of their consumption intention and behaviour. It also aims to understand the link between product attributes and consumption intention and behaviour, analysing the role played by intrinsic and extrinsic cues. Design/methodology/approach – This study applies the theory of planned behaviour considering that individuals do not always have complete control of wine consumption behaviour, especially when they come from a novice market. A questionnaire survey, preceded by an exploratory phase, was conducted in St Louis, Missouri, a novice market for wine. Findings – This study identifies a novice consumer whose choice of a complex product is driven by experiential attitude towards the product more than the conditioning of referents, and even more than the perceived behavioural control and the interconnected concept of risk. The risk is perceived to a greater extent when it has to do with the functional nature of the product linked to its sensory component, rather than with its social or health connotations. Originality/value – This study assesses the role of intrinsic and extrinsic cues and of the perceived behavioural control, assumed as closely interconnected with the concept of risk, in explaining wine consumption intention and behaviour. Perceived behavioural control was omitted by previous studies applying the reasoned action approach to explain wine consumption behaviour.

Flavoured Wine – Fad, Fashion or Trend?

This project was initiated because of the increased diversity in demand across global wine markets. Traditional wine producing countries have experienced strong, recent growth in new categories like flavoured wines, while New world countries create publicity for such innovations and traditional categories like organic wines. Ironically, the amount of publicity afforded such categories is contradictory to market trends, which illustrate growth in categories like Prosecco and red wine blends. Categories like organic, natural and orange wine have numerous endorsers, but actual sales figures suggest such wines are yet to capture the interest of the greater market.With this divergence between publicity and market behaviour being echoing across the globe, wine producers need to be able to determine whether a new category represents an opportunity to consider a strategic change in business direction. Although publicity has been shown to effect a change in wine consumer behaviour, the conditions surrounding a new wine category's growth from fad, trend and fashion are analysed for the purpose of strategic management. This study extends findings from historical narratives through the use of empirical evidence from both European and New World wine markets. The evidence is contrasted with a contemporary phenomenological experience expressed by influencers within both of those markets, as a means to illustrate the disparity between the contemporary appeal of popular publicity, and the challenges faced by wine producers having to respond to the market reality. This study illustrates that implementing strategic decisions on whether to engage in a new trend, depends on the innovative category being consistent with existing strategy and able to impact the market without reliance on external publicity.

Subjective knowledge as a determinant of young adult consumers wine behaviour

Purpose – The purpose of this paper is to provide additional insight into how the level of subjective knowledge (SK) related to wine explains differences in the wine-consumption behaviour of young adults. Particular attention was given to information search strategies employed by young adult wine consumers. Design/methodology/approach – A web-based survey was carried out on 287 young urban wine consumers who were recruited in specialised wine shops and at wine festivals. The key variables presenting the consumers’ wine searches were measured using the best-worst scaling method. Latent class cluster analysis (LCA) was used to segment the respondents into clusters based on their level of SK of wine. Findings – The study identifies three consumer segments with corresponding levels of SK related to wine. The segments present considerable differences in the wine-consumption-related behaviours and information search strategies. Research limitations/implications – Understanding young adults’ SK of wine will assist wine marketers in their efforts to establish marketing strategies for this generational cohort. In addition, research (preferably transnational) is recommended to validate the conclusions and to gain additional understanding of SK as an indicator of wine-related behaviours. Originality/value – This study contributes to a better understanding of the wine-purchasing behaviours of young adults with particular focus on SK related to wine. The results obtained may be applied by winemakers in the development of marketing and promotion strategies geared towards the promising young adult consumer segment.

Seriously pink: a cross-cultural examination of the perceived image of rosé wine

Purpose– This paper aims to examine consumer preferences and perceptions of rosé wine with an ultimate purpose of constructing a perceived image of rosé in the cross-cultural context.Design/methodology/approach– The study was conducted in four markets, comprising the USA, New Zealand, France and the UK. The data were collected via a structured questionnaire through a combination of survey administration modes (pen-and-paper and online). Descriptive statistics, chi-square, factor analysis and ANOVA were used for analysis.Findings– One of the key findings revolves around the construction of the perceived image of rosé and how this image varies in different markets. Effectively, this study presents an overview of the perceived reputation of rosé in four different market structures, shaped by different cultural and image management issues.Practical implications– The most crucial implication of this research is the cultural variation in consumer attitudes toward rosé wine and its impact on marketing strategies to effectively target rosé consumers in different markets.Originality/value– The vast majority of studies on wine consumer behaviour focus on red or white wines, whereas research on consumption of rosé is virtually non-existent. However, recent market trends indicate a growing popularity of rosé wine around the world. The current study is the first to concentrate on rosé as the focal point of research investigation. The study not only offers insights on the perceived image of rosé based on empirical data, but also provides a broader cross-cultural perspective on how this image varies in different markets.

Country-of-origin (COO) brand loyalty and related consumer behaviour in the Japanese wine market

Purpose – The purpose of this study was to examine the loyalty of Japanese consumers to country-of-origin (COO) wine brands and how this affects purchasing behaviour. Design/methodology/approach – A multi-dimensional COO brand loyalty scale was developed containing attitudinal (psychological) and behavioural loyalty dimensions. A total of 173 responses were collected using a structured self-administered questionnaire in the Japanese language. Findings – Japanese wine consumers have moderate levels of COO brand loyalty, with high levels of satisfaction, moderate-high levels of inertia and price sensitivity and moderate levels of word-of-mouth, emotional attachment, commitment and purchase intent. Furthermore, 46 per cent of respondents exhibited true COO brand loyalty. The conceptual definition of COO wine brand loyalty proved to be sound with a high level of measurement scale reliability (a = 0.884). Practical implications – The findings provide insights into the Japanese wine market and the nature of Japanese wine consumer behaviour. Wine exporters should focus greater marketing efforts on Japanese women, including more wine-specific education. Originality/value – It is the first study to develop a multi-dimensional COO wine brand loyalty scale that includes psychological (cognitive, conative and affective attitudinal components) and behavioural loyalty dimensions for the Japanese wine market.

The Chinese wine market: a market segmentation study

Purpose – The purpose of this paper is to examine how the Chinese wine market can be meaningfully segmented and to explore marketing implications for the Australian wine sector. Design/methodology/approach – The research is descriptive in nature, using an online survey to collect quantitative data on wine consumer behaviour. A total of 407 responses were obtained. Data analysis included descriptive analysis (frequency distributions) and cluster analysis. Findings – The research identifies three clusters of wine consumers: “the extrinsic attribute-seeking customers”, “the intrinsic attribute-seeking customers” and “the alcohol level attribute-seeking customers”. These groups of consumers were categorised using a behavioural (benefit) segmentation base. Research limitations/implications – The use of an internet survey and convenience sample limits generalisation of the findings. The adoption of a behavioural basis in conducting the segmentation is a limitation. The use of more complex segmentation bases, such as psychographics, may yield a richer understanding of the Chinese wine consumer in future studies. Practical implications – The customer profiles provide Australian wine marketers with an insight into Chinese wine consumer behaviour. Brand positioning can be improved by ensuring that the brand emphasises certain product attributes which the segments value when choosing wine. Originality/value – Little previous research on market segmentation has been conducted in mainland China. For Australian wine marketers, this study provides a baseline study into market segmentation and may assist with targeting and brand positioning decisions.

Wine consumption in new and expert consumers: the case of Mexico

Wine consumption in Mexico is low when compared with global consumption. However, the buying growth rate in 2012 was one of the highest in the world. In addition, expert forecasts position the country as a major new centre of consumption in the medium term. Very few academic studies have explored wine consumer behaviour in this country. This paper seeks to contribute to the knowledge and understanding of Mexican behaviour regarding the purchase and consumption of wine. It also explores the differences in perceptions and motivations between two groups of Mexican consumers, connoisseurs and aspirational/new wine consumers. Interviews were conducted with consumers to find differences in the significance of wine between these two groups. For the connoisseurs, drinking wine is associated with self-directed pleasure, whereas for the aspirational/new wine consumers, drinking wine means fulfilling aspirations. In members of both groups, we found important wine consumption inhibitors.

Absorptive Capacity and Future Prospects of Emerging Wine Markets in the Middle East: Especial Focus on Iran Middle Class

Current paper discusses the absorptive capacity of wine consumption markets in the Middle East and it especially focuses on Iran. Despite restricted application of wine in Turkey, Egypt and Lebanon, wine consumption is mainly forbidden in most Middle East countries due to religious and cultural beliefs. Although countries such Iran presently are not wine producing regions, they, however, may offer, absorptive markets for consumption. The purpose of current study is to investigate wine consumer behavior and wine market analysis to achieve an insight in to Middle East markets. Quantitative methodology along with a consumer survey was carried out in the specified locations in Iran. Near 90% of correspondents claimed, despite government bans, they had consumed alcoholic beverages at least once in a life time. Most correspondents agreed with the idea of legalization of wine consumption rather than excessive use of homemade toxic wine.

Millennial generation attitudes to sustainable wine: an exploratory study on Italian consumers

Abstract Although much has been written about sustainable food consumption in the last few decades, obtaining reliable information on consumer preferences for new social/ethical and eco-labeled products can be an arduous task. At the same time, there has been increased academic and professional interest in the wine consumption behavior and attitudes of so-called Millennials (individuals aged between 18 and 35). Indeed, this generation has grown up in a period where new wine attributes (i.e. beyond origin, price and brand) have gained great importance, specifically those concerning environmental, ethical and social issues associated with conventional production practices. Nevertheless, Millennial consumer preferences and purchase decisions of sustainable wines have not been truly investigated. Based on a survey of 500 Italian respondents, we assessed Millennial consumer interest and willingness to buy three wines with specific labels certifying environmental, social and ethical attributes, namely a carbon neutral wine, wine produced on land confiscated from a criminal organization, and wine that devolves money to African institutions that combat AIDS. Our findings reveal that the label related to social features (Libera Terra) obtains the highest patronage rate (almost 75% of respondents). Applying a probit model, estimates show that living in an urban area, being female and older (age cohort 27–35) significantly increases the probability of buying sustainable wines. The results are particularly useful for marketers and entrepreneurs since studies that compare different sustainability aspects of wine are particularly scant and no research has yet focused on Italian Millennials.

Emerging wine market in the Dominican Republic: Consumer market analysis

Existing wine literature focuses largely on developing wine producing countries, often, overlooking markets that are not wine producing regions. These markets, however, may comprise, lucrative markets for export. The current study seeks to gain insights into one such market. Specifically, the study focuses on wine consumer behavior and wine market analysis in the Dominican, Republic. Quantitative methodology incorporated a consumer survey conducted through supermarkets, and liquor stores intercepts in the Dominican Republic. Additionally, secondary data were used for market analysis.

Champagne purchasing: the influence of kudos and sentimentality

PurposeThe purpose of this paper is to investigate the engagement of Australian consumers when buying and drinking Champagne.Design/methodology/approachThe paper identified seven variables a priori that were expected to influence consumers' decisions and then used exploratory interviews to investigate how Champagne consumers were influenced by these. The authors interviewed Champagne marketers, sellers, educators, connoisseurs and aspirational consumers. The interview protocol allowed respondents to identify other variables.FindingsThe paper identified two new variables that, inter alia, influence Australian consumers in their Champagne selection. These were the kudos that comes from the people they serve or give it to and their sentimentality about previous experiences of Champagne consumption. The two new variables are the focus of this paper.Research limitations/implicationsThe exploratory nature of this research means larger studies are needed to confirm the preliminary findings, particularly in other, non Anglo‐Saxon cultures.Practical implicationsChampagne houses could place greater emphasis on kudos and sentimentality in their marketing campaigns; additionally cultural issues could affect how the two factors operate in different markets.Originality/valueKudos and sentimentality have not been previously emphasised in the wine consumer behaviour literature.

Wine choice and drivers of consumption explored in relation to generational cohorts and methodology

The objectives of the present study were to: (1) assess the relative importance of driver and choice factors in wine consumption behaviour, (2) assess the impact of generational cohorts upon drivers of wine consumption and wine choice factors, and (3) compare the present study's survey results relating to wine choice to those obtained by means of Discrete Choice Analysis (DCA). A geographically balanced sample of 1,229 Australian wine consumers was obtained via means of telephone survey. The results of the present study indicate that taste is the primary choice and driver factor. The present findings failed to support the empirical literature's predications relating to generational cohorts and wine consumption behaviour. Further research is required in order to assess the suitability of making and marketing wine based on generational cohort characteristics. Finally, the findings of the present study suggest that, when it comes to wine choice, a simple, cost and time effective questionnaire that utilises indirect questioning may be equally as effective as DCA. If further research continues to show congruence between results collected using both methodologies, the research community may be behoved to continue the use of traditional survey methodology.

The Role of Gender and Situational Factors in Wine Consumption of Generation Y

Abstract The purpose of this study is to analyze the factors influencing wine consumption of Generation Y consumers in the context of two countries from South-Eastern Europe (Bosnia -Herzegovina, and Croatia). Analysis reveals that self-expression, sociability, tradition and food are significant predictors of wine consumption. Multivariate regressions have been applied in order to explain the influences of the abovementioned factors on wine consumption. Research findings show that specific gender and situational differences exist in the wine consumption behaviour of Generation Y. This paper discusses theoretical, empirical and practical implications, and offers ideas for further research

Consumption dynamics and demographics of Canadian wine consumers: Retailing insights from the tasting room channel

This study facilitates a better understanding of the socio-demographics and consumption dynamics of wine consumers using the retailing ‘platform’ of the winery tasting room with them as visitors to it in a wine region environment. The overall aim was to gain some insights on gender and age generation-related consumer behaviour, wine type preferences, and their link to retail channel behaviour. Systematic random sampling yielded a total of 659 useable surveys collected at various tasting rooms in the Niagara Peninsula Wine Region in Ontario, Canada. Specific differences exist in the wine consumption behaviour and wine type preferences of males and females and between generational cohorts, specifically Millennial and older consumers. Whereas females and males do not differ much in quantity consumed and spend on wine, they do differ greatly in wine type consumption with females drinking significantly more white and males more red wine. Wine type consumption was shown to be moderated by not only classical demographic variables, but also by the retail outlets preferred for wine purchase. Females buy more of their wine from foodservice on-trade retail outlets such as restaurants, while Millennials frequent the tasting room channel much less than older consumers. There are strong indications that the higher the wine tourism activity level, the higher the wine consumption (usage) level of the consumers. It is possible to direct marketing strategies at wine consumers in accordance with their gender and lifecycle stage as far as certain behavioural and sensory aspects of the product is concerned. The winery tasting room is the most obvious retail channel vehicle to reach people with high tourism activity factor levels who also happen to be the high usage consumers in the wine market.

The underlying motivations of Chinese wine consumer behaviour

PurposeThe purpose of this paper is to discover the underlying motivations of Chinese wine consumption.Design/methodology/approachQualitative focus group interviews were performed on 36 Chinese wine consumers and four focus groups were performed, with participants segmented into groups based on age and gender.FindingsThe main findings were that Chinese wine consumers are influenced by face and status. These issues may be affecting their wine consumption behaviours, particularly related to anomalous behaviours such as mixing red wine with lemonade and the rationale for the preference of cork‐closed wine bottles. Furthermore, the notion of wine consumption for health‐related purposes was uncovered and a linkage found with traditional Chinese medicine.Originality/valueWhile research has been conducted on Chinese wine consumers, this paper attempts to uncover the underlying motivations for consumption and finds a linkage between wine consumption and traditional Chinese medicine. Furthermore, this paper links the traditions and beliefs of traditional Chinese medicine with a product category other than food or medicine.

How strong and generalisable is the Generation Y effect? A cross‐cultural study for wine

PurposeThis study aims to investigate how strongly Generation Y consumers differ in their values, attitudes and wine and alcoholic beverage consumption behaviour from older generations. The comparison spans seven culturally different markets.Design/methodology/approachLarge representative samples totalling 11,622 wine consumers responded to a standardised survey. A factorial analysis of variance was used to determine the main and interaction effects of markets and generations.FindingsAlthough significant differences were found between generations, their explained variance is very low. There were significant trans‐cultural similarities in generational differences for values and wine consumption behaviour: Gen‐Y is more oriented towards hedonic success and status and less towards social values; Gen‐Y is more likely to consume white and rosé than red wine and is most promiscuous in its alcoholic beverage consumption. A number of noticeable differences appeared between countries: wine involvement and consumption increases with age in traditional European wine markets, while they decrease in North America; environmental concerns and purchase channel usage hardly differ between generations but vary strongly between markets.Originality/valueThis is the first study to quantify the effect size of generational differences using large representative samples across countries with different cultural backgrounds, including traditional and established wine consumption nations.

Generation Y as young wine consumers in New Zealand: how do they differ from Generation X?

PurposeThe primary aim of this research is to identify the wine consumption behaviour of Generation Y in New Zealand to explore whether differences exist in the wine behaviour of Gen Y in comparison to Generation X and to seek possible explanations for these differences, in terms of cohort, age and period.Design/methodology/approachA quantitative survey was conducted with a random sample of residents of Christchurch, New Zealand in 1998 and again in 2008. Three forms of analysis were undertaken: time lag (comparing Gen Y, aged 18‐29 in 2008 with Gen X, aged 20‐29 in 1998), cross‐sectional (comparing Gen Y in 2008 with Gen X, aged 30‐39 in 2008) and longitudinal (comparing Gen X in 1998 and 2008).FindingsIn relation of wine consumption, there is no difference in the proportion of Gen X and Gen Y in New Zealand consuming wine as young adults, which is remarkably similar to the proportion of wine drinkers in the population as a whole. In terms of the evidence reported elsewhere that Generation Y are consuming more wine, and at a younger age, than their Gen X counterparts, this research supports this contention; New Zealand Gen Y are drinking wine more frequently, and in more everyday contexts than their older counterparts were at a similar age, although they are less likely to consume wine on special occasions.Research limitations/implicationsThe research focuses on a relatively small sample within a specific urban New Zealand setting and further application to the country as a whole may be useful. Qualitative research, perhaps using a recall methodology to explore previous consumption behaviour, would help to provide more explanation for the findings.Originality/valueThis is the first research project to explore the wine behaviour of Gen Y in a New Zealand context. This research has used a random and representative sample and has been able to analyse cross‐sectional, longitudinal and time‐lag data for Gen Y and Gen X; an approach that has not previously been used in generational research on wine consumption behaviour and which provides insights not available using one method alone.

Consumer behaviour and sensory preference differences: implications for wine product marketing

PurposeExploratory research was conducted in a well‐known Australian wine region to determine the differences in the behaviour dynamics and sensory preferences of consumer groups. The overall aim is to gain some insights into the product style preferences of consumers and what this means in practical terms to wine product marketing.Design/methodology/approachInformation was obtained from a random sample of 150 visitors to ten wineries in the Yarra Valley wine region in Australia. Data were collected by means of self‐administration surveys using a highly structured questionnaire at each of the winery tasting room venues.FindingsSpecific differences exist in the wine consumption behaviour and sensory preferences of males and females and between generational cohorts, specifically Millennial and older consumers. Females drink less wine than males, spend less thereon but tend to “compensate” for this by buying higher priced wine per bottle, which could represent a risk‐reduction strategy. Females are noticeably higher than their male counterparts in white wine consumption, showing a preference for a sweeter wine style at a young age, and reported a strong preference for medium body style wines over light and full‐bodied wines. From a sensory preference viewpoint, fruit tastes and aromas are by far the most important, especially among females, as are vegetative characters, wood/oak, and mouth‐feel characters. More males, on the other hand, preferred the aged characters of wine.Research limitations/implicationsIt is possible to target wine consumers in accordance with their gender and lifecycle stage as far as the sensory and certain behavioural aspects of the product are concerned. However, this should not be oversimplified and drive product marketing strategies in the wrong direction.Originality/valueThis study is of value to academic researchers, wine industry practitioners and other wine distribution channel members alike, as it provides insights into consumer behaviour differences and one of the core tangible aspects of a wine product, namely the sensory preferences of consumers.

China's wine market: strategic considerations for Western exporters

With consumption rising 10?15% per year, there is no doubt about the potential of Chinese wine market. Market share and global exports from Western countries have been continuously increasing starting a trend of annual double digit growth these past years and almost making the Chinese market's limit unreachable. However, there are some facts that seriously affect this trend: the domestic wine production – as demand increases so does domestic production, domestic producers are well aware of the government's goal of self-sufficiency; the market structure – strong domestic producers and distribution difficulties critically influence strategies for exporters; and the wine consumer's behaviour – quite different from European or US markets, affecting price and advertising strategies.

Thermal taster status associates with oral sensations elicited by wine

Backgrounds and Aims: Individual differences in the perception of wine flavour may contribute to variation in wine consumer behaviour. Two phenotypes shown to associate with the intensity of oral sensations elicited by simple solutions are thermal taster status (TTS) and responsiveness to the bitterant 6-n-propylthiouracil (PROP). Thermals tasters (TTs) perceive ‘phantom’ tastes when the tongue is thermally stimulated. Here, we investigate the effect of TTS and PROP responsiveness on the perceived intensity of oral sensations elicited by wine. Methods and Results: Two white (2008 Pinot Grigio, Italy and 2007 Gewurztraminer, Canada) and two red (2007 Valpolicella, Italy and 2007 Cabernet Sauvignon, Chile) wines were assessed by 20 TTs and 20 thermal non-tasters (TnTs). TTs rated the intensities of sweet, sour, bitter, astringent and overall flavour higher than TnTs, and males (17) tended to rate these sensations higher than females (23). Unexpectedly, PROP responsiveness was not associated with intensity ratings of oral sensations for any wine (P(r) > 0.05). Neither TTS, PROP responsiveness, nor gender was linked with liking scores of the wines. Conclusion: TTS may be an important determinant of individual differences in oral perception of wine. Significance of Study: Understanding how individuals differ in their perception of wine can assist with product development, formulation and marketing.