The effect of moderating variables on consumer preferences for sustainable wines

Previous studies have shown that credence attributes play an important and often undervalued role in consumers’ product evaluation and purchasing behavior. By contrast, the factors moderating these effects have received less attention by scholars. The current study uncovers the moderating effects of consumers’ psychographic characteristics (i.e.: subjective knowledge, wine involvement, and sustainability concern) on their preferences for wine with different credence attributes related to sustainability. A non-hypothetical economic experiment, consisting of three rounds (blindtaste, info, infotaste), was performed in Italy and Germany to assess consumers’ preferences in terms of willingness to pay for conventional wine and wine differentiated by wine sustainable certifications (i.e.: Organic, VIVA sustainable wine, Vignaioli Indipendenti, Carbon footprint). Wine sustainable certifications positively affect consumers’ preferences, and these effects are mainly moderated by individuals’ wine involvement and sustainability concern. This holds if respondents have information about the wine but do not taste it. After tasting the wine consumers’ preferences are moderated only by respondents’ sustainability concern.     

An exploratory study of urban South African consumers’ perceptions of wine and wine consumption: focus on social,emotional, and functional factors

Wine is of great economic and cultural significance for South Africa, but some population groups were until relatively recently denied equal access to wine and alcohol products. The South African wine industry has launched various campaigns in recent years that aimed at portraying wine as an acceptable and attractive choice when alcohol consumption is considered. It is therefore appropriate now to investigate whether these endeavors of the South African wine industry have resulted in particular consumer behavior and preferences that could serve as input to enhance strategies when marketing to South African consumers. This study uses the thematic analysis method to identify themes that could be of value for wine marketers. To collect data for the study, a total of 44 consumers were assigned to 6 focus groups. Eight main themes driving consumer choices emerged from the data: journey and role of life-stage, context of consumption, conceptualizations, barriers, price and purchasing, bottle closures, health, sensory perception, and cultivars. The influences of gender and ethnicity on consumers’ perceptions of wine and wine consumption were investigated. Gender produced the biggest differences in respect of respondents’ perceptions about wine and wine consumption whilst ethnicity did not appear to be of any significance.     

Do generations matter for wine segmentation?

Segmenting wine consumers by generation is a popular and commonly discussed marketing strategy. However, much of the academic research related to generational segmentation is dated and in need of further study. Wine tastes are malleable, and as consumers within each generation age, their preferences for wine and wine buying habits change. The aim of this research was to further define the differences between generations with regard to wine preferences and purchasing behavior, paying specific attention to those that are heavy spenders. Through statistical tests and a binary probit model, results suggest significant differences between generations and an apparent need for distinctly different marketing strategies when targeting one generation compared to the other. Heavy spenders tend to be male, Baby Boomers, use magazines for information about wine and are wine enthusiasts.     

基于市场细分的葡萄酒广告策略实证研究

运用完整结构的调查问卷,采用便利抽样法对西安市120名葡萄酒消费者的购买行为进行调查。结果表明,根据消费者人口学特征和行为特征可将西安市葡萄酒消费者细分为时尚型、商务型和保健型3类不同的消费群体。基于此,从广告主题、广告诉求、广告媒体等方面提出了具有针对性的葡萄酒广告策略。该研究结论有助于营销人员更好地认识西安葡萄酒市场,为制订有效的葡萄酒广告策略提供参考。     

The dimensions of wine quality

The nature of product quality is complex and repays close investigation. Using qualitative methods, this study examined Australian wine drinkers’ perceptions of wine quality to construct a comprehensive, consumer-focused understanding of the complexity of the concept. Wine quality was found to comprise a number of dimensions, both intrinsic to what is drunk and extrinsic to it. These dimensions may be terminal – an end state of pleasure – or catalytic, factors which help to stimulate resulting pleasure. In theoretical terms the study suggests that quality is a multi-dimensional construct and that consumers engage with it depending on their varying involvement levels with the product. Practically the research offers marketers the chance to understand how quality is conceived by consumers and the varying ways in which drinkers can be grouped based on the quality dimensions they focus on.     

A comparative analysis of experts’ and consumers’ perceptions of regionality in Australian wine purchase decisions

This study provides insight into consumers’ perception of regionality when purchasing regional wine in terms of regional specialisation for style, volume of production of the wine style, quality of the wine, heritage of the wine region and the distinctiveness of the wine styles produced in the wine regions of Australia. Data were collected from 203 Australian wine consumers through an online survey. The study compares the results of this study with Easingwood et al. [2011. The drivers of wine regionality. Journal of Wine Research, 22(1), 19–33.] study on experts’ opinion of regionality drivers. This paper will expand knowledge on how consumer involvement levels impact decisions relating to purchasing regional wine. This study is of value to academics and wine practitioners alike. It contributes to the wine literature by providing a new perspective on consumers’ perception and draws attention to the risk of drawing conclusions about wine consumption based on experts’ opinions as being reflective of the average consumers’ purchase decision-making.     

The influence of product knowledge on the relative importance of extrinsic product attributes of wine

The purpose of this paper is to examine the influence of product knowledge, both subjective and objective, on the relative importance of four extrinsic product attributes of wine, namely price, age, brand and region of origin. The relative importance of four product attributes is evaluated comparative to consumers’ self-reported and objectively measured knowledge of wine, using the conjoint analysis technique. The results suggest that product knowledge does influence the relative importance of extrinsic wine attributes in product evaluation, with the price of wine shown to be the dominant attribute regardless of the level of product knowledge expertise. Brand, age and region of origin received differing rankings of importance. Across all four levels of product knowledge, consumers navigate their evaluative product decisions according to the midpoint between most and least expensive wines in their consideration set. Price sensitivity appears to heavily impact consumer evaluation strategies, which serves to inform wine pricing strategies.     

Differential effects of brand,ratings and region on willingness to pay: a hedonic price approach

How consumers respond to signals of a products quality plays an integral role in marketing strategy. While the effects of product characteristics such as brand, region of origin, and ratings have been studied extensively, research on how they interact with each other and the differential effects of these by market segment has not been studied. This paper provides a unique insight into the purchasing behavior of US wine consumers and shows how brand, region and ratings interact and how each has a different effect dependent on price segments and varietal. We attribute these differences to unobserved heterogeneity across consumers who respond differently to different signals of quality. Using data on retail wine purchases in the USA combined with third-party ratings, we used a fixed-effects model to analyze willingness to pay for wine. Our findings provide marketers with a guide to which product characteristics in terms of brand, ratings, and region are the most effective signals of quality to different consumer market segments.     

Exploring impulse purchasing of wine in the online environment

Wine sales continue to climb in both offline and online settings in the U.S. market. With online sales having a great impact on offline sales, it is important to look at all sales modes in understanding how to better market to consumers across spectrums. What this study aims to do is to utilize a stimulus–organism–response model to better understand wine sales, when it comes to online impulse buying. This study is anticipated to add knowledge to the understanding of impulse buying of wine and is a first step at gaining a better understanding of impulse buying of wine in online settings.     

Target groups for organic wine: The importance of segmentation analysis

In light of low and stagnating market shares of organic wine, there is an ongoing debate about growth potential for organic wine. A recent study revealed that even consumers of organic food did not necessarily purchase organic wine regularly. The aim of this contribution was to analyse the wine preferences of organic food consumers and identify promising new target groups for organic wine. We conducted choice experiments in Germany (N = 600) and analysed the data with mixed logit models and latent class models, revealing interesting differences between the results of the two approaches. While the mixed logit models suggested ‘organic’ was the most important wine attribute, the latent class models challenged this proposition. While three of four consumer segments had a strong preference for organic, only one segment in the red wine model (and no segment in the white wine model) gave organic highest priority. Just like non-organic consumers, many organic food consumers seem to use price or country of origin as the most important quality cue for wine. The comparison between the results of the choice experiments and the participants’ stated normal purchase behaviour suggested there is growth potential for organic wine. Apparently, consumers of organic food would buy more organic wine if their preferred type and variety of conventional wine would be available in organic quality at similar price levels.     

A preliminary study of the relationship between Australian wine consumers' wine expertise and their wine purchasing and consumption behaviour

Few Australian wine companies have the resources to acquire consumer relevant information to assist their strategic decision-making. This exploratory study examined the relationship between Australian consumers' wine expertise and their self-reported wine related behaviours, such as wine purchasing and consumption. A measure of consumer wine expertise developed specifically for the Australian consumer, comprising a wine knowledge test and an aroma identification (sensory) test, was used to segment 61 wine consumers into three expertise levels. A large positive correlation between wine expertise and formal wine training was demonstrated. Data showed that females dominated the low and males the high expertise groups, respectively. The high expertise level consumers spent more on wine, purchased more bottles and fewer casks per month and consumed more wine in a week than the low and medium expertise groups. Analysis revealed significant differences between the styles of wine consumed by the various expertise levels. A combination of Factor and Cluster analyses generated three distinct consumer segment profiles based on wine purchase drivers. These preliminary data indicate that wine consumers' wine behaviour may be influenced by their wine expertise.     

Enduring involvement with wine: predictive model and measurement

This exploratory study identifies the dimensions of enduring involvement with wine. This article outlines the conceptualisation and measurement of enduring involvement of consumers with wine in regard to its value order in the hierarchy of needs. A convenience sample yielded 140 useable surveys after questionnaires were administered to pre-qualified consumer respondents. Data were analysed using the Predictive Analytics SoftWare statistical software package and its add-on feature, AMOS 18. It was found that wine consumers exhibit varying dimensions of enduring involvement according to the characteristics of the hierarchical order of need. The dimensions of enduring involvement identified to be associated with wine as a social and esteem value order product were: pleasure/interest, wine-related lifestyle/enjoyment and self-image/sign value. We conclude that enduring involvement is the more important of the two variants (situational and enduring) of the involvement paradigm. When harnessed by wine marketers, this may therefore boost sales and customer loyalty. Marketers need to know the drivers of wine consumers in relation to the product they buy. This will help in communicating the best strategies to adopt for consumers and how they are applied.     

Antecedents of consumer brand loyalty in the Australian wine industry

The wine industry has become fiercely competitive worldwide and as a result, consumers are increasingly exposed to a wider range of wines in retail outlets. This expanding consumer choice means that there is a need for Australian wineries to develop and build consumer loyalty toward their brands. This paper aims to empirically examine the factors influencing consumer loyalty to wine brands. Using data from Australian wine consumers, the authors empirically test a model of antecedents of wine brand loyalty. The model considers wine brand trust, wine brand satisfaction, wine knowledge, and wine experience. Hypotheses were tested with structural equation modeling. The findings of this study show that wine knowledge and wine experience affect wine brand loyalty indirectly through wine brand trust and wine brand satisfaction. In addition, it is demonstrated that consumer satisfaction with a wine brand is the strongest driver of wine brand loyalty. The result of this study has value for Australian wineries, wine retailers, and wine marketers.     

How do you perceive this wine? Comparing naturalness perceptions of Swiss and Australian consumers

Consumers around the globe are showing an increasing demand for food products that are perceived as being natural. The present study aimed to assess what properties of wine have an influence on the perceived naturalness of wine, with a focus on winemaking techniques. An online survey was conducted in the German-speaking part of Switzerland (n = 252) and in Australia (n = 234). Wine naturalness was significantly more important to Swiss respondents compared to Australian respondents as well as to respondents with a high level of involvement with wine compared to respondents with a low level of involvement. Wine from an “Old World” wine-producing country, wine that was aged in barriques, or wine sealed with an oak cork were perceived as the most natural. The addition of sugar, sulfites, or the use of gelatin were regarded as the most unnatural properties of wine. In terms of production, additives were perceived as significantly less natural than processing aids and technologies that are used in winemaking. Significant differences in the naturalness perception of different wine attributes were found between the two countries, Switzerland and Australia, as well as between respondents with a high level of involvement with wine and those with a low level. The findings of this study add to the research on naturalness perception and may help winemakers and marketers to optimize communication with their consumers.     

The premium price for Italian red wines in new world wine consuming countries: the case of the Russian market

Italian wine is increasingly appreciated in new world consumer countries and, in particular, in Russia where consumers associate its consumption with an Italian lifestyle. In this paper, market value for wine search attributes is measured through the estimation of a hedonic price model using online data from a Wine Searcher website and the information contained in the labels of wines marketed in Russia. Results show a premium price for wines from Piedmont and Tuscany, and in particular for non-native varieties and for Indicazione Geografica Tipica and Protected Geographical Indication wines. Additionally, vintage and higher alcohol content have a significant positive impact on the prices that consumers are willing to pay for wines. The knowledge of the implicit price of wine quality attributes has important implication for producers to aid in the adoption of effective marketing strategies, and for decision-makers for the adoption of effective measures to improve regional competitiveness in the world market.     

The influence of perceived healthiness on wine consumption patterns

Consumers are increasingly sensitive to the health qualities of foods and beverages they consume. Evidence remains equivocal about wine’s health affordance, but the media often present it as fact. It is difficult to predict how many consumers believe wine is healthy and the relationship between that belief and consumption. In the present study 1050 adult wine consumers were interviewed about their perception that wine is healthy, their demographic characteristics, and consumption patterns. Results indicated those most likely to perceive wine as healthy were older males with a higher income, but the strength of association was weak. Those perceiving wine as healthy had a higher frequency but not volume of consumption. CAGE (potential alcoholism) scores were independent of the perception that wine is healthy. Based on these results, there is no reason to suppose consumers’ wellbeing will be threatened by their behavioural response to positive information on health benefits of wine.     

An exploratory analysis of cross-country biases in expert wine reviews

This paper examines whether online reviews by wine experts use different language to describe wines from different countries, and whether this reveals a certain bias. This is important because the language used in wine reviews can make a wine seem more or less appealing, and therefore may have a significant impact on consumers’ perceptions and purchase intentions. An automated content analysis was conducted of 28,858 reviews for top-rated wines that were published on the Wine Enthusiast magazine website. While the initial objective was to focus on the Old World versus New World dichotomy, the findings are more nuanced. Most of the differences that were found between reviews for wines from particular countries can be explained based on for example climate and whether or not the wine is purchased for immediate consumption. However, it was also found that reviews for wines from France, Italy and the United States use much more figurative language, and refer more often to the vineyard and the winemaking process, while this is much less the case for wines from Spain, Australia, New Zealand, Argentina and Chile. This could indicate that reviewers have a bias based on their level of knowledge of, and/or interest in, particular countries.     

How will my wine purchase decision be viewed by others?

A person’s self-image can be a strong motivator for influencing marketplace decisions, particularly if the consequences of a purchase decision have financial or social risk. A model is suggested that defines how self-esteem, considered as a mediator between self-efficacy and sources of information, influences the selection of an information source during wine buying situations. Search engine marketing was used to recruit individuals. An AdWords campaign was created using text ads under specific keywords. Results indicate that self-esteem has a significant impact on the value placed on different information sources, mainly given the extent of perceived social risk and the impact on self-image. The study provides wine marketing professionals with new insights to develop better communication strategies. In addition to product characteristics, customers’ purchasing decisions may be driven by less obvious factors such as their perceptions of how others will view them and the information selected during a wine purchase situation.