Consumer Preferences For Wine Research Articles

Exploring Consumer Preferences for Locally Produced Wine in the Tanzanian Market: Evidence from Wine Consumers in Dodoma City

In most grape-producing countries, the local wine industry faces intense competition due to the introduction of new foreign wines into the local market and changes in wine consumption and consumer preferences for wines. The same has been observed in the Tanzanian wine industry. The study aims to explore the dynamics of consumer preferences toward locally-produced wine. Data were collected from 200 respondents in Dodoma town through snowball and convenience sampling. Qualitative and quantitative types of data were used. Primary data were collected in the field using field observations, a key informant interview checklist, and structured questionnaires using KoBoToolbox. Secondary data were collected by reviewing different published and unpublished materials, such as reviews and reports regarding consumer preferences for local wine. The research revealed that most consumers consider color, taste, income, brand, and price attributes when selecting wines. Furthermore, the study observed that age, income, marital status, price, wine color, packaging and taste significantly influenced consumers' preference for purchasing locally produced wines compared to other factors included in the model. However, attributes such as geographical origin, vintage and grape variety were not considered in the selection of the wines. The study recommends that local wine producers consider consumers' preferred attributes to increase sales. Local marketers and brand managers should also formulate and employ several positioning, market segmentation and targeting strategies that can help them compete effectively with imported wines.

“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect

PurposeThis study aims to empirically validate the holistic consumer-based brand equity (CBBE) framework and establishment of the cross-over effect using consumer preferences for wine “regions.”Design/methodology/approachThe authors utilize a sample of 275 regular wine purchasers in Australia, who were aged above 30 years old and had consumed regional wine in the last 3 months through an online consumer panel survey.FindingsBy testing competing CBBE models, the main research model was found to have the greatest predictive ability, due to its inclusion of both the rational and emotional paths and the cross-over effect between consumer brand judgment and brand feeling. This paper indicates that consumers enhance brand equity and develop a strong ongoing relationship with regional wine brands by simultaneously engaging in both mental behavior paths, where, in the meantime, rational processing has a cross-over effect on emotional processing.Originality/valueThis study expands the brand management literature by answering the future research on the CBBE model identified by Hall et al. (2021). Moreover, it establishes the underexplored cross-over effect within the CBBE literature. Furthermore, it adds to the marketing and wine-marketing literature by extending the concept of the brand to other attributes in consumer choice, such as a wine region as outlined by Giacomarra et al. (2020). Thus, this study advances the existing branding knowledge in a practical sense, which enables regional wine marketers and wine retailers to undertake promotional and product development strategies accordingly.

The impact of chemophobia on wine consumer preferences explored through the case of sulphites

Chemophobia refers to the fear of chemicals and the belief they are harmful or toxic. This phobia can influence people's attitudes and behaviours towards the use of chemicals in food products and other consumer goods. Focusing on the wine sector, there is a growing interest in understanding how consumer perceptions of wine-related health issues affect wine purchasing. In this regard, the presence of sulphites in wine production has become a key topic in the wine industry, as their use is crucial in traditional wine production. The aim of this research was to assess the relationship between the degree of neophobia (wine neophobia and food technology neophobia) and chemophobia in wine consumers and to determine how the presence of sulphites in wine affects their purchasing preferences. The research also aimed to identify consumer segments that exhibit greater acceptance of wines without added sulphites. By using data of 562 surveys to Spanish wine consumers, the results obtained suggest that wine consumers have a relatively high level of chemophobia and show a strong preference for wines without added sulphites. The results of the consumer segmentation showed that higher levels of education and income were generally associated with lower levels of chemophobia. Our results reveal the real perceptions of consumer risk towards the presence of sulphites in wine and show how education and information play a key role in the perception of chemical-related risks in foods.

The distributors’ view on US wine consumer preferences. A discrete choice experiment

This study explored the view that distributors have towards the most valued wine attributes by consumers in the US market, applying the discrete choice experiments technique. Furthermore, to explore the extent to which the distributors’ perspective may reflect consumers’ preferences, the results are analyzed considering previous evidence with consumers in the same market. The results from a scaled multinomial logit, mixed logit and generalized logit models reveal similarities with consumer studies’ findings, especially for the influence of medals/awards, the origin of the wine, grape variety, and price, and it also identifies possible trends in the market. This evidence suggests that data collected using the knowledge and experience of wine distributors generates valuable information through a smaller sample at a lower cost than through applying consumer surveys, which is relevant in large markets with a higher number of consumers.

Emerging Consumer Preference for Wine Attributes in a European Transition Country – the Case of Kosovo

This study analyzes consumer preferences for wine in Prishtina, Kosovo – a transition country in the Balkans, which is making efforts to withstand to the competition pressure from the traditional neighboring wine producing countries. With the changes in life style and consumer behavior, and incomes rising rapidly since the last conflict, it is imperative to survey the changing demand for producers to compete in the domestic markets. Conjoint Choice Experiments were used to evaluate wine consumer preferences based on wine type (white vs. red), origin (domestic vs. imported), taste (sweet vs. dry) and price. Four distinct classes of consumers were identified. The top two important attributes in the choice of wine are the type and origin but preferences vary across groups – type of wine and origin appear far more important when compared to price, especially for the richest identified segment, whose consumers prefer more expensive wines.

Consumer preference for wine from hand-harvested grapes

PurposeThe purpose of this paper is to investigate preferences for wine made from hand-harvested grapes, and the interactive effect between this attribute and organic certification.Design/methodology/approachData were collected via an online choice experiment involving a sample of 408 Italian wine consumers. A random parameter logit was performed to estimate consumer preferences for wine attributes: harvest type, organic and the interaction between these. The experiment also includes geographical indications and price. Furthermore, a latent class model (LCM) is performed to investigate taste heterogeneity for the included wine attributes.FindingsOn average, consumers prefer the wine produced with hand-harvested grapes. The hypothesis of an interaction between organic and hand-harvested attributes is rejected. Using the LCM, the authors identify three segments with significant taste heterogeneity in terms of the magnitude and the sign of the parameters. Moreover, consumer attitudes towards food naturalness differ according to their belonging to the segments.Originality/valueThe novelty of this article is twofold. First, this study investigates, for the first time, the impact of the hand-harvested method on consumer wine preferences. Second, hand-harvesting and organic have independent values.

Consumer preferences for wine attributes in an emerging market

PurposeThe growing wine market in India presents a tremendous opportunity for marketers to formulate a strategy targeted at the Indian consumers. The purpose of this paper is to identify the attributes that are important for young wine drinkers in their selection of wine, the preferred option within the identified attributes and the relative importance consumers place on the identified attributes.Design/methodology/approachIn-depth interviews were carried out to identify the attributes of primary importance in the wine selection process. Subsequently, conjoint analysis was conducted on the data collected through a survey of 252 respondents which ranked purchase intention of profiles derived from an orthogonal design.FindingsIn-depth interviews revealed five factors as important in the choice of wine, namely, price, brand, taste, origin and type of the wine. The results of conjoint analysis showed price as the most important factor, followed by the type of the wine. Red was the most preferred type. Brand, taste and origin follow up in that order of importance with millennials preferring to buy familiar brands, sweet wines and of Indian origin.Originality/valueThe study contributes to the wine consumer behaviour research by identifying the attributes that are important for marketing of wine to the large segment of Indian millennial consumers. The findings will help marketers to better position their wines in the Indian market. The study will also aid in the development of product, branding and pricing decisions.

More hawthorn and less dried longan: the role of information and taste on red wine consumer preferences in China

Background and Aims This study uses sensory evaluation techniques to test the relative influence of country of origin, price and sensory attributes on consumer preferences in a new wine market. Methods and Results Red wines from France, Australia and China were tasted by Chinese consumers under blind or informed conditions. Sensory descriptive data were collected from a Chinese-trained panel. A higher price and being from France were the strongest predictors of informed liking, while being from China had a negative influence for most of the consumers. Some consistency was found in sensory preferences between blind and informed tastings, indicating that sensory aspects of the wine are important. Well-liked wines were generally high in fermented bean curd, hawthorn and woody, and low in salty and dried longan attributes. Conclusions Price and country of origin generally are more important than the sensory aspects, however, a significant proportion of consumers are less concerned about origin and price and were more influenced by the sensory characteristics. Significance of the Study Even in a new wine market, producers benefit from understanding consumer reactions to the sensory properties of wines and to extrinsic attributes in order to successfully meet consumer expectations.

Behaviour of Millenial wine consumers in southern Serbia

Consumer behaviour when purchasing wine is the result of a complementary operation of the large number of different factors, which may include economic, geographic, social, psychological, and other. Discovering consumer preferences for wine and their buying behavior would allow the application of an appropriate marketing strategy to increase the sales of wine. Special attention was given to one of the most promising new demographic segments that likes to buy – Millennial generation. The main purpose of this research is to find out if the wine attributes of the Millennials are different from other generations in southern Serbia. Results of this research are shown that when choosing wine, the quality of wine has the biggest impact on consumers, rather than others wine attributes. The paper also asserts that, the wine industry should particularly focus on marketing to Millennial age group, as this segment has a high willingness to experiment.

Effects of post-veraison irrigation regime on Cabernet Sauvignon grapevines in Valencia, Spain: Yield and grape composition

In the old-world viticulture, there is a common but most often not scientifically proven consideration that supplemental irrigation should detrimentally affect berry and wine composition. In the temperate-warm climate of inland Valencia (Spain), during three growing seasons (2009–2011), the effects of post-veraison deficit irrigation regime on Cabernet Sauvignon vine performance and berry composition were determined. Rainfed vines were compared with three post-veraison deficit irrigation regimes replacing 25, 50 and 75% of the estimated crop evapotranspiration, resulting in water application of 37, 67 and 128mm, respectively. Rainfed vines experienced quite severe plant water stress, reaching, in two out of the three experimental seasons, midday stem water potential values as low as −1.6MPa. Despite this, rainfed vines at harvest had the highest concentration of berry total soluble solids and phenolics among all tested water regimes. This was most likely a consequence of berry dehydration which, in the rainfed vines, resulted in a reduction of berry size, while in the irrigated treatments a constant increase in fresh berry weight was observed during the ripening period. As a consequence, the two greater irrigated treatments resulted in a 26–30% yield increase. In addition, when replacing half of the potential water needs, total water use efficiency could be maintained at similar levels as in rainfed vines. In any case, the main positive effect of the supplemental irrigation application was to avoid the excessive increase in berry sugar content, which at commercial vintage time reached up to 16.5% of probable alcohol in the rainfed treatment. It is therefore concluded that moderate post-veraison irrigation water application might result in a more balanced sugars-phenolics grape composition while considerably increasing yield in comparison with the rainfed regime. In any case, the most convenient irrigation strategy might depend on the desired grape style and, indeed, on wine consumer preferences

U.S. wine consumer preferences for bottle characteristics, back label extrinsic cues and wine composition

Purpose – The purpose of this paper is to examine what factors and assortment of factors on wine back labels, representative of those found in the US market, appealed to consumers. Moreover, what changes to wine bottle characteristics and standard wine composition appealed and could affect their purchasing decision. Design/methodology/approach – Data were collected through an online survey of 910 wine consumers who resided in Metropolitan Philadelphia and New York City. Findings – Based on conjoint analysis, averaged importance for food-wine-pairing information on wine bottle back labels was greater than both how to contact and connect with the winery and winery background information. Within the pairing information factor, description of food-wine-pairings and symbols of food-wine-pairings received positive utility values, indicating consumers preferred these options more than having no pairing information present. Consumers who purchased wine at least once a week were more positively impacted by the alternatives presented, with influence decreasing as purchasing frequency declined. Wine purchasing frequency is related to the number of wine drinkers living in a household and wine consumption within a household is most often a shared consumption activity. More females drink wine but the consumption frequency of males is higher. Practical implications – Producers considering changing either the wine composition or a bottle characteristic should note that, based on frequency of wine purchasing, changes that may invoke a positive response are: decreased calorie content, wine made from “sustainably farmed” or “naturally farmed” grapes, and producing USDA Certified Organic wine. Originality/value – This study is the first to investigate what changes to extrinsic cues in the form of wine bottle and back label characteristics and to the wine composition (taste) intrinsic cue appeal to consumers in the US market and might influence their purchase decisions.

Evaluating tastes and aromas of wine: a peek inside the “black box”

Purpose– Wine tasting is an integral method for engaging consumers. Producers go to great lengths to educate consumers on evaluating quality based on taste and aroma. Understanding the sensory and perceptual processes of wine tasting may offer insight into how consumers at different levels of wine expertise use their senses to evaluate wine.Design/methodology/approach– This study used functional near-infrared spectroscopy to examine processing in the frontal lobe of the brain during wine tasting and aroma evaluation. Sixty subjects evaluated the tastes and aromas of wine samples with various levels of sweetness, whereas 16 defined areas of their frontal lobes were measured with functional near infrared measurement.Findings– The subjects’ orbitofrontal cortices were activated during both olfaction (smelling) and tasting. Further, larger areas of the frontal lobes showed significant activation during the olfaction task than during the tasting task. The level of the subjects’ wine knowledge did not predict differences in neural processing when participants evaluated aroma of wine; however, subjects with higher wine knowledge did show significantly higher activation in specific frontal lobe regions when tasting. Differences in levels of product involvement among the subjects were not significant for the tasting task, but were significant for the olfaction task.Originality/value– Developing a better understanding of the biological processes involved in tasting may lead to understanding the differences in consumer preferences for wine. This, in turn, may assist tasting room managers to adjust their tasting procedure to be tailored to consumer-specific needs.

Latent Class Analysis of Consumer Preferences for Wine in Tirana, Albania

This research aimed to determine wine attributes preferred by consumers in Tirana, Albania, and consumer segments based on preferences and sociodemographic factors. To accomplish these objectives, a conjoint choice experiment was designed. Data were analyzed with the latent class approach. Initial results showed a 5-class model fit best. Results indicated that younger people tend to prefer Italian wines over domestic wines, whereas some older consumers strongly prefer domestic, lower priced wines. Other domestic wine consumers sought higher prices, possibly indicating a niche demand for high-quality Albanian wines. The wine industry and its marketers might use this information to strategically market their wine to different groups. Overall, the majority of the respondents preferred Italian wines, but many might be persuaded toward domestic wine. Government assistance in standardizing the quality of wine and introducing new grape cultivars and efficient farming practices should aid long-term competitiveness of domestic wine in Albania.

Consumer preferences for wine applying best‐worst scaling: a Spanish case study

PurposeThis study aims to identify the most important attributes that the consumer uses in the process of choosing wine, which can then be used by wine‐producing companies in marketing strategies.Design/methodology/approachThe methodology consisted of a survey of 421 wine consumers using the best‐worst scaling methodology. Various consumer segmentations were made by gender, income and age groups.FindingsThe two main attributes that condition consumers in choosing wine are previous tasting and region of origin. The latter attribute is valued mainly by women and in general by consumers over 34 years old who have a net monthly family income above €1,500. The previously tasted attribute, which on many occasions is associated with the price attribute, is valued basically by men and particularly by younger consumers and those with lower incomes.Practical implicationsIt must be pointed out that in the short term the basic strategy of wine‐producing enterprises from any given region of origin is to compete on price. However, in the long term increasing their prestige is all that remains to compete actively with the various regions of origin.Originality/valueThis paper contributes to a greater knowledge of Spanish consumer habits by analysing the most important wine attributes in the process of purchasing wine.

Preference patterns for wine consumption in Spain depending on the degree of consumer ethnocentrism

One of the elements influencing consumer behaviour is their ethnocentric tendencies, as a manifestation of their preference for products elaborated in the geographical area of the consumer as opposed to those from other areas. From this viewpoint, this paper shows ethnocentric tendencies and identifies wine consumer preferences from Madrid and Barcelona. These cities are characterised as large consumption and business centres and as showcases to promote Spanish wine. The aim of the research was to detect business opportunities for wine produced in Castile-La Mancha. To achieve this objective, 800 wine consumers were personally interviewed. Data processing consisted of determining the degree of consumer ethnocentrism through the Consumer Ethnocentric Tendency Scale and determining wine consumer preferences through the Conjoint Analysis technique, depending on their degree of ethnocentrism. As a general result it is deduced that consumers from Madrid and Barcelona have no ethnocentric behaviour, which is an opportunity for products from other regions, specifically for wine. So, while Madrid consumers know and prefer Castile-La Mancha wines, which can give rise to diversification of the supply by introducing high-end wines, in Barcelona these wines are the least preferred. Therefore, conducting communication campaigns that aim at changing their current image is the priority to enter this market.

Dimensions of wine region equity and their impact on consumer preferences

PurposeThe purpose of the study is to identify dimensions of wine equity in terms of benefits sought by consumers in wine.Design/methodology/approachThis study examines dimensions of wine region equity, measured in terms of benefits sought by consumers in wine. A survey was conducted in several US states to identify drivers of preferences and to determine relationships that may exist between those drivers, preferences for wine from a number of origins, and consumer lifestyles.FindingsThe findings suggest that wine region equity originates in six consumer motivational factors. Quality, price, social acceptance, emotional, environmental value, and humane value were found to be strong and significant predictors of consumer preferences for wine from three US states (California, Oregon, Washington) and six countries (Australia, Chile, France, Italy, New Zealand, Spain). Linking those dimensions of region equity to consumer lifestyle, demographic and behavioral variables allows for tailoring marketing communications strategies closely to markets.Originality/valuePractical applications of this study extend beyond the wine industry and include generalizations for the identification of markets and market segments that react more favorably to specific origins, the identification of equity dimensions to be included in regional umbrella brands, and the identification of lifestyle‐based persuasive communication means and executional cues for specifically targeting selected audiences.

Preference shifts, structural breaks and the domestic demand for Chilean wine

This paper investigates possible changes in Chilean domestic consumer preferences for wine through the estimation of a demand function that allows for structural breaks and regime shifts in the cointegrating relationship. Our findings support both higher own-price elasticity and higher substitutability between wine and beer after 1982, when a shift in regime in the demand function is found. We believe our findings might be due to the introduction of an increasing number of wine varieties in Chile during the last two decades. We argue that more wine varieties affect domestic consumer preferences by altering the product diversity available in the domestic market.

Regional Differences in the Development of the Wine Industry in Spain

This paper analyzes regional differences in the development of the wine industry in Spain through a comparative study of five wine-making regions : Jerez, Rioja, Penedes, La Mancha, and Ribeiro. Initially, in this study, the author pays attention to the fact that the market structure for wine is very fragmented. Concerning quality, there is a wide diversity of consumer preferences for wine on the other hand, the market scale varies with the product from local to international. This implies that the strategy of what type of wine they produce or on which market they put their products should influence the development process that one wine-making region would pursue. In this study, the quality of wine and its market scale are adopted as criteria to argue the different patterns of development of wine-making regions.After a brief review of the history of the Spanish wine industry from the beginning of the 19th century to the present, 56 wine-making regions certified as Denomination of Origin (DenominaciOn de Origen) are classified into six types by the quality of wine and its market scale. Subsequently, the development of the wine industry in the selected regions, which represent six types, is examined in terms of physical environment, accessibility to market, and vinification technique, as well as some changes of circumstances such as evolution of the transportation system or shifts of preference for wine among consumers.The comparison of five wine-making regions shows that regional differences in the development of the wine industry are generated by a complicated interaction among such regional factors as physical environment, geographical location, and role of entrepreneurs.

Changing Patterns in Wine Consumption: The North‐South Divide

Consumer researchers are interested in the degree to which global convergence is occurring along with various consumer behaviour dimensions and to what extent the consumption patterns in different parts of the world are becoming similar. With increasing internationalisation and cultural cross‐fertilisation, the industrialised societies of the world are converging in many ways. Shifts in alcoholic beverage consumption patterns in Europe over the past 50 years may represent a case in point. As traditional cultural boundaries become blurred, consumer preferences for wine appears to be driven less by long‐standing local and regional traditions, and more by growing acceptance of a wider choice. The disparity of wine consumption among the 12 countries studied has also decreased. Other powerful forces are likely to accelerate the pace of convergence in the future.