Wine Purchase Research Articles

What about QR Codes on Wine Bottles? A Statistical Analysis of Technology’s Influence on Purchase Decisions Among Italian Wine Consumers

The growing significance of information availability about products for consumers represents a pivotal dimension in contemporary consumer behavior and decision-making processes. In the context of an ever-evolving global marketplace characterized by a huge number of choices, rapid technological advancements and increased consumer awareness, access to comprehensive product information has emerged as a fundamental factor affecting consumers’ preferences, choices, and satisfaction levels. There is a significant scientific gap on Italian wine consumers’ readiness to adopt emerging technologies. Therefore, the research objective is to investigate whether Italian wine consumers trust and are willing to use emerging technologies such as Quick Response (QR) code and Blockchain Technology (BCT) and to identify the factors influencing their acceptance. By examining and evaluating several crucial aspects in the context of wine purchases in Italy using an online survey, this work seeks to fill the gap in the literature. These crucial elements include customers' propensity for novelty, information-seeking behaviors, faith in new technology, and the intention to use them during wine purchasing. What can be derived is the positive interconnection between consumers novelty-seeking, information-seeking, intention to use the QR code and trust in emerging technologies. With other words, consumers’ information-seeking and novelty-seeking is interconnected and they positively determine consumers trust in technologies and their adoption. The implications of this study are twofold. Firstly, it enriches consumer behavior theory by providing new insights into how information availability and emerging technologies influence consumers’ decision-making processes, particularly in the context of the Italian wine market. Secondly, businesses can leverage these insights to enhance consumer trust and satisfaction, enabling them to make more effective marketing strategies, improve product transparency, and gain a competitive edge in the increasingly competitive wine market.

Quality Function Deployment: Identification of Key Parameters in Grape Growing and Wine Making

Background: The study conducted benchmarking research, assessed and identified suitable factors for the efficient benchmarking of Karnataka wines. As the Grape Processing Industry Board is being formed by the Wine Board of Karnataka (Wine Policy ‘2007’), which may have control of grape quality, standards formulation, label approval and market promotion, the study focused on recommending strategies for quality grape-growing, wine-making for label approvals. Methods: The study adopted the Quality Function Deployment (QFD) tool to build the House of Quality to benchmark Karnataka wines with the New World wines. Result: The findings demonstrate that the informative label was given high importance by customers during wine purchases. The wine industry to meet this requirement should focus more, on the factor-crushing method of grapes. Karnataka wineries are inferior to wine from other New World regions when it comes to other aspects such as flavour, colour, brand name, grape variety, meal pairings, alcohol content, wine label designand label information.

The effects of motivation and prior knowledge on wine consumers’ decision-making process: using an extended model of goal-directed behavior

PurposeThis study aims to use the extended model of goal-directed behavior (EMGB) to examine the interaction between wine purchasing motivations and prior knowledge and their impact on consumers’ wine purchase intentions and decisions.Design/methodology/approachThe survey was conducted in large discount retail stores in South Korea, and structural equation modeling analysis reveals EMGB’s strong predictive ability to understand wine buying behavior.FindingsNotably, the findings reveal that social life and enjoyment motivations play a significant role in shaping consumers' attitudes. In addition, positive emotions, attitudes, prior knowledge, subjective norms and negative anticipated emotions all have a positive effect on desire, while desire, prior knowledge and frequency of past behavior have a significant impact on behavioral intention. Contrary to previous studies, celebration motivation has no significant effect on attitude and perceived behavioral control has no significant effect on desire and behavioral intention.Research limitations/implicationsThe findings provide practical insights for marketers to conduct targeted wine marketing campaigns and increase consumers' intention to purchase wine.Originality/valueThis study furthers the understanding of the complex mechanisms involved in shaping the intention to purchase wine using the EMGB framework.

Experience‐driven well‐being and purchase: An alternative model of memorable wine tourism experiences

AbstractWine tourism has several distinctive features that militate against using Kim et al.'s model of memorable tourism experiences to understand its antecedents and consequences. Accordingly, this study adopts an alternative theoretical framework—the stimulus–organism–response theory—to develop an alternative model. Data were collected from visitors to a well‐known vineyard in Yantai, China and structural equation modelling and multiple group analysis were used to analyse them. The results suggest that experience co‐creation, sensory experience, experiential satisfaction and appealing winescape are significant and positive antecedents of a memorable wine tourism experience, while eudaimonic well‐being and wine purchase intention are significant and positive outcome variables. Visit frequency was found to be a moderating variable linking the winescape to memorable wine tourism experiences. Those who travel to the region frequently form a bond with the winescape that not only contributes to their well‐being but also stimulates their future intentions to purchase its wine.

Segmenting Chinese wine consumers on the basis of wine knowledge and consumption behavior

Purpose This study aims to provide insights into wine consumers in Hong Kong and Mainland China, and the diversity of their behavior, by investigating their motivations, consumption and purchasing behavior and segmenting the sample based on wine knowledge and frequency of consumption to identify three distinct clusters that are then profiled. Design/methodology/approach Data was collected through an online survey of wine consumers of ethnic Chinese origin residing in Mainland China and Hong Kong, using two methods of recruitment (a convenience sample from wine-related databases, a panel survey undertaken by an international market research firm). The final sample comprised 477 respondents, about equally divided among Mainland Chinese and Hong Kong wine consumers. Analysis of the data using the Statistical Package for Social Sciences for Windows (SPSS) 29 included a series of descriptive analyses, followed by a two-step cluster analysis using an Euclidean distance method. Findings Wine knowledge and frequency of wine consumption were relatively higher within the sample as a whole than previous studies, but three distinct consumer segments are evident. There is evidence of a democratization of wine consumption, and a greater focus on wine consumption for enjoyment in relaxed and informal settings. rather than consumption driven by health and status, occurring primarily in commercial or business settings. The dominance of red wine in this market is also declining, and intrinsic cues – specifically, prior experience of the wine – are becoming important in wine purchase decisions. Originality/value This study uses a broad sample of wine consumers to identify trends in wine consumption patterns and motivations, and purchase decision-making behavior, of Mainland Chinese and Hong Kong wine consumers. The identification of three clusters of wine consumers offers both points of comparison with previous segmentation research globally and within China, whilst also identifying scope for further research.

Unveiling the Tapestry of Chinese Wine Consumers: A Quantitative Investigation of Influencing Factors and Consumer Segmentation

Purpose: This study investigates the key influencing factors of wine purchasing behaviour of the Chinese wine consumer market and explores the relevant parameters influencing cluster building among Chinese wine buyers. Design: The data for this study was obtained through a survey distributed to wine company followers from the Changyu Pioneer Wine Co. Inc., on WeChat resulting in the collection and analysis of 1,535 useable valid responses. Findings: Six clusters are identifiable; they differ significantly with various individual characteristics and wine purchasing behaviour. The choice between foreign and domestic wine is a significant factor in understanding wine preferences. The importance of wine attributes (colour, taste, and distribution channels) varied among different groups, indicating that these factors operate differently across populations. Variables pertaining to having experience abroad distinguished and separated younger cohorts. Participants from metropolitan areas, female participants, and younger age groups provided valuable insights into the preferences of the younger generation. Practical implications: Our findings emphasize the importance of considering factors beyond initial wine brand and individual characteristics when studying wine consumer behaviour. Elements such as taste preferences, distribution channels, cultural influences, and personal experiences play a substantial role in shaping wine preferences. Understanding the impact of these factors enables the development of strategies and offerings that better align with the diverse needs and preferences of Chinese wine consumers.

Unveiling the Tapestry of Chinese Wine Consumers: A Quantitative Investigation of Influencing Factors and Consumer Segmentation

Purpose: This study investigates the key influencing factors of wine purchasing behaviour of the Chinese wine consumer market and explores the relevant parameters influencing cluster building among Chinese wine buyers. Design: The data for this study was obtained through a survey distributed to wine company followers from the Changyu Pioneer Wine Co. Inc., on WeChat resulting in the collection and analysis of 1,535 useable valid responses. Findings: Six clusters are identifiable; they differ significantly with various individual characteristics and wine purchasing behaviour. The choice between foreign and domestic wine is a significant factor in understanding wine preferences. The importance of wine attributes (colour, taste, and distribution channels) varied among different groups, indicating that these factors operate differently across populations. Variables pertaining to having experience abroad distinguished and separated younger cohorts. Participants from metropolitan areas, female participants, and younger age groups provided valuable insights into the preferences of the younger generation. Practical implications: Our findings emphasize the importance of considering factors beyond initial wine brand and individual characteristics when studying wine consumer behaviour. Elements such as taste preferences, distribution channels, cultural influences, and personal experiences play a substantial role in shaping wine preferences. Understanding the impact of these factors enables the development of strategies and offerings that better align with the diverse needs and preferences of Chinese wine consumers.

Consumer attitude and behavioural intention towards organic wine: the roles of consumer values and involvement

PurposeThis study aims to identify the decision-making process involved in the purchase of organic wine from consumer values to attitudes to behavioural intention towards organic wine via the value–attitude–behaviour (VAB) model. Involvement in wine is also taken into consideration.Design/methodology/approachThe data were collected using a snowball sampling method and a closed-ended questionnaire. A total of 209 responses were analysed. Linear regression and PROCESS Macro on SPSS were used to perform data analysis.FindingsBoth biospheric-altruistic values and egoistic values are positively associated with attitudes towards organic wine. Attitude is found to mediate the relationship between biospheric-altruistic/egoistic values and behavioural intention. Egoistic values are found to significantly predict behavioural intention in the organic wine purchase context. Involvement was found to moderate the relationship between egoistic values and attitudinal loyalty.Originality/valueThis study identifies the decision-making hierarchy from consumer values to attitudes to behavioural intention, theoretically confirming the robustness of the VAB model in the organic wine consumption context. It also makes a practical contribution by indicating the marketing emphasis of organic wine and segmenting potential consumers according to their values and levels of wine involvement.

Factors influencing the purchase of regional wines by the Millennial generation from the Lubusz Voivodeship

The main aim of the study is to identify the most important conditions favoring the development of the Lubusz wine market, with particular emphasis on examining the involvement of young buyers (Millennium generation) in the purchase of Lubusz wines and the impact of factors determining their behavior, including situational ones related to the purchase and consumption of wine, as a generation in an increasingly more responsible for expanding the market. In addition, determining the demographic and economic profile of consumers consuming regional Lubusz wines, as well as proposing practical solutions for building a competitive advantage by the wine industry and wine sellers based on factors shaping the purchase of regional Lubusz wines. In the research procedure, the authors used literature analysis and survey research conducted among young consumers from the Lubusz Voivodeship. The research shows that the purchase of wine is associated with young consumers' perception of it as supporting the Lubusz region in its development. However, the purchase determinants include taste, quality, bouquet, and positive information about the wine. In turn, the main reasons for not making purchases are not drinking alcohol and too high a price.

Have consumers escaped from COVID-19 restrictions by seeking variety? A Machine Learning approach analyzing wine purchase behavior in the United States

AbstractThe COVID-19 pandemic itself constitutes an environment for people to experience the potential loss of control and freedom due to social distancing measures and other government orders. Variety-seeking has been treated as a mechanism to regain a sense of self-control. Using Machine Learning model and household-level data with a focus on the wine market in the United States, this study showcases the changing variety-seeking behavior over the pandemic year of 2020, in which people’s perception of the status of restriction measures influences the degree of their use of variety-seeking behavior as a coping strategy. It is the shopping pattern and store environments that drive the behavioral responses in wine purchases to freedom-limited circumstances. Coupon use is associated with a lower variety-seeking tendency at the beginning of the stay-at-home order, but the variety level resumes when more time has passed in the restriction periods. Variety-seeking tendency increases with shopping frequency at the beginning of the social distancing measure but decreases to a level lower than all the non-restriction periods.

Measuring the effect of product and environmental messaging attributes on alternative wine packaging choices

Traditional glass bottles are the wine industry's major source of carbon emissions. Those wishing to reduce the carbon footprint embedded in wine have been looking to alternative packaging, such as PET, aluminium cans, and bag-in-box (BIB) to mitigate the impact. However, these alternative formats pose challenges with consumer acceptance and knowledge of the eco-benefits of each format. This paper uses a discrete choice experiment and latent class analysis to investigate the possible effects of message content and style (abstract vs concrete) on wine purchase in the context of brand size, brand prestige, and pricing. The analysis reveals the presence of two customer segments, which highly emphasise the pack format. Of the four non-glass packs tested, BIB and flat glass lookalike PET bottles score the highest preference after glass bottles. Message content and appeal type score low in their ability to alter preferences, whilst mid-to-low prices increase the chances of alternative packaging to be chosen.

Consumer engagement with sustainable wine: An application of the Transtheoretical Model

Sustainable wine is an important emergent wine category for which there is limited research on levels of consumer engagement and the multifaceted drivers of that engagement. Here, I extend prior research largely limited to organic wine, and apply the Transtheoretical Model of Behavioural Change (TTM) for the first time to determine consumer engagement around eight sustainable wine behaviours, and the role of purchase motivators, wine involvement and demographic factors in predicting those behaviours. The online survey of 727 Canadian wine consumers determined the action stage for each sustainable wine behaviour (precontemplation, contemplation, preparation, or action), and multinomial logistic regressions assessed the drivers of both action and inaction (precontemplation). Results show that most consumers are in a change stage with respect to sustainable wine behaviours (i.e., contemplation or preparation), suggesting the need for both education and sustainable certification initiatives. Generally, neither gender, income, province of residence, education nor the importance of price in wine purchase decisions associated with action stage for behaviours. In contrast, wine involvement and the importance of sustainability cues in wine purchase were the strongest and most consistent predictors of both action and inaction, while age and the importance of both taste expectation and perceived quality were predictive for some behaviours. I conclude that TTM is a very useful construct for assessing the nuances of consumer behaviour toward sustainable products, and the findings provide guidance for stakeholders interested in promoting greater sustainability in the wine industry through influencing consumer choice behaviour.

A replication and extension of wine retail consumer purchase patterns: double jeopardy and duplication of purchase laws

PurposeThis study aims to understand the degree of predictability and value in analyzing consumer purchase patterns in the US wine retail market. The study considers whether brands in US wine retailing follow the well-established Duplication of Purchase Law and Double Jeopardy Law.Design/methodology/approachOver 20,000 customer panel wine purchases were analyzed from a number of locations within a supermarket chain based on the West Coast of the USA. Cross-purchasing behavior for the top 20 wine brands by market penetration was analyzed to assess whether the well-established Duplication of Purchase Law and Double Jeopardy Law hold up in this wine retail setting in the USA. The degree of predictability and the existence of anomalies in expected cross-purchasing behavior were identified in the analysis.FindingsResults confirmed a Double Jeopardy pattern and that wine cross-purchasing patterns for the most part followed the Duplication of Purchase Law. However, exceptions to these patterns were found, which indicated areas in need of managerial attention due to the potential to remedy, develop or monitor the most prominent variations between predicted and realized cross-purchasing behavior. Repeated identification of variations has been identified in other product categories, known as market partitions.Originality/valueAlthough it is commonly believed that wine is a unique product category, the results of this study demonstrate that consumer behavior toward wine is similar to other fast-moving consumer goods. The exceptions suggest that while similar consumer purchase patterns are evident, consumers are more likely to cross purchase wine brands and grape types more than would be expected given Duplication of Purchase Law benchmarks.

Exploring how consumer cooperatives might strategically incorporate social media to distribute wine

AbstractThis research advances our understanding of disruptions to marketing channels in the digital world by investigating the viability of consumer cooperative systems which are envisioned as multi‐actor constructed networks using social media (SM) platforms. It introduces the concepts of “social media consumer wine cooperator” as a new distribution channel for wine and investigates the consumer's intention to participate in an SM and become a wine cooperator. Relying on the uses and gratifications theory (UGT), we adopted a quantitative research inquiry with data gathered using an online survey involving a sample of 486 French consumers. We empirically tested the relationships among four factors: attitude toward buying wine based on SM recommendations, perceived risks, intention to buy wine on SM, and consumer intention to become an SM wine cooperator. Findings indicate that the intention to be an SM wine cooperator is positively correlated with attitude toward buying wine based on SM recommendations and the intention to purchase wine on SM. To finish with, we link the concept of the consumer wine co‐op to the current debate in the literature on centralized versus decentralized (built on top of blockchain networks) social media platforms, opening the door for future research avenues.

Decoy Effects in a Massive Real-World Shopping Dataset

Introduction & BackgroundA key premise of rational choice prescribes that decision-makers ought to ignore irrelevant, inferior alternative options. Consider for example the choice between two wines, where the value of an option is computed across two dimensions: quality and price. When deliberating about which wine to choose, one’s propensity to choose between two otherwise equally preferred wines should be not influenced by the introduction of a third clearly inferior option (being both of lower quality and more expensive than one of the original alternatives). Yet, a large body of work suggests that both people and animals routinely violate this premise in their decisions—in laboratory experiments, the introduction of irrelevant “decoys” into a choice set biases decision-making. However, these decoy effects are less understood in large-scale contexts of real-world decision-making, where choice sets can be large, and preference informed by consumers’ histories of experience.
 Objectives & ApproachWe explored whether the presence of irrelevant, “decoy” alternative options influenced wine purchases in a large real-world dataset of UK wine purchases. From shopping transaction records, we extracted all red and white wine purchases over a one month period. Our analyses examined 3.6M wine purchases made by 755,158 unique customers.
 Relevance to Digital FootprintsWe deployed shopping history data which is a popular example for digital footprints allowing us to track people’s choices and decisions over long periods of time.
 ResultsWe find that among pairs of wines that appear across many different contexts (i.e., stores with different product assortments) and trade off on quality and price, the presence of decoy options— similar options that were dominated by the focal option—made consumers more likely to purchase the focal option (a hallmark of the “attraction effect”). Furthermore, we find that sensitivity to this effect depended on consumers’ history of experience with the product, such that frequent shoppers were less likely to be sensitive to decoy effects in their purchase behaviour.
 Conclusions & ImplicationsWe examined whether real-world consumer decisions, evidenced in a large dataset of wine purchases in the United Kingdom, were subject to a canonical bias in multiattribute choice: the attraction effect. We found that wine purchases were systematically biased in favour of wines that dominated choice sets—a bias which was not observed when choice sets were not dominated. Together, these results extend laboratory-based accounts of decoy effects to real-world choices, and demonstrate how digital footprints data analysis can be linked to health, especially in terms of decision making which is associated with negative health outcomes.

Wine consumer typologies based on level of involvement: a case of Turkey

PurposeThe purpose of this study is to segment Turkish wine customers based on their level of involvement. This study profiles them based on their wine drinking motivations, wine attributes, information sources, wine purchasing and consumption behaviour and socio-demographic characteristics.Design/methodology/approachFor this study, a structured online questionnaire was used to collect data from the listed email addresses of institutes, universities and commercial websites. The sample size was 708 people. After splitting consumers into three groups based on their involvement levels in wine (high, moderate and low), the study profiles them by implementing ANOVA, principal component and chi-square analyses.FindingsThe study identifies the differences between groups with different involvement levels in wine regarding drinking motivations, wine attributes, information sources, consumption and purchasing behaviour as well as socio-demographic characteristics.Originality/valueAlthough there are a few studies in the literature evaluating wine consumers from various nations, to the best of the authors’ knowledge, this is the first study investigating wine consumers based on involvement levels in Turkey, where alcoholic beverages are excessively taxed, and advertising is banned and promoting them is limited.

BUYING WINE ONLINE OR OFFLINE: SOME DETERMINANTS OF BUYER INTENT FOR FRENCH CONSUMERS

This paper aims at determining the reasons why customers prefer to buy wine online or offline, the first comprising both mobile-commerce (m-commerce) and e-commerce platforms. In particular, this research strives to understand effects of social influence and enjoyment on the intention to purchase wine from online and offline touchpoints. Moreover, the goal is to find out about the differences in the behaviour of French wine buyers and explain the choice of channel buyers prefer to use when they purchase wine.To answer our research questions, data was collected through an online questionnaire. A theoretical model is suggested and tested by the use of SmartPLS3. Online and offline buyers are compared using multi-group analysis (MGA) technique. Wine buyers are compared by the use of one-way ANOVA through SPSS 19.To date no paper has examined the differences between shopping behaviour in a retail store or on e-commerce or m-commerce platforms considering perceived enjoyment and social influence constructs. Hence, this contribution brings to the fore preliminary results on wine shopping behaviour and reveals what drives consumers to make a decision in favour of buying wine online or offline.The results show that fun and social influence affect intention to buy wine from offline touchpoints. Enjoyment also strongly and significantly affects the intention to buy wine from online touchpoints.

Determining the predictors of wine purchase intention through the use of meta-analysis

Determining the predictors of wine purchase intention through the use of meta-analysis

An exploration of consumer perceptions of sustainable wine

ABSTRACT Despite increasing interest in the category, there has been limited consumer-focused research to date around sustainable wines, especially in the Canadian context, despite the importance of consumer perceptions in driving wine purchase behaviour. In this mixed methods online survey of Canadian wine consumers (n = 725), we sought to determine how important sustainability-related cues are in purchase decisions, what beliefs and knowledge consumers possess around sustainable wines, and what are the characteristics of consumers with low and high sustainable wine involvement. Results show that sustainability-related cues are somewhat valued by consumers when making purchase decisions, but have low importance relative to the other cues examined. Environmental dimensions of sustainability have high saliency, in contrast with social and economic dimensions, and a significant minority of respondents report no or very limited knowledge of sustainable wines. Additionally, consumers with high involvement in sustainable wines tend to be younger, better educated, more involved in wine in general, and spend more per bottle than those with low involvement. Our findings support initiatives to develop global frameworks around sustainable wine and educate consumers on sustainable wine practises, as well as offer insights into marketing opportunities to promote this important product category.

The effect of environmental status signaling on Organically-produced wine purchase intentions

ABSTRACT This study examined the effect of environmental status signaling (ESS) on organically produced wine purchase intentions (PI) of US wine consumers. Through two experimental studies employing validated scenarios followed by a brief survey, the prevalence of ESS is examined with respect to social status and consumption settings (private vs. public) using a sample of 764 U.S. wine consumers. Irrespective of status activation, PI for organically produced wines was significantly higher than that of the better-rated conventional wines. However, when consumption setting was manipulated as public through a Facebook post, the difference in PI between organically produced and higher rated conventional wines became insignificant, showing that consumers are reluctant to purchase organically produced wines publicly. Although consumers believe organically produced wines are beneficial to the environment, healthier, and superior in quality, it seems they are concerned that others might perceive such wines as poor-quality products. Marketing of organically produced wines should therefore focus on benefits on the environment, freshness, and health-related cues, instead of environmental status-driven signals. Making the consumption experience public through social media engagements might not be a fruitful marketing strategy also, as suggested by the findings of this study.