Region of origin and its importance among choice factors in the wine‐buying decision making of consumers
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 21 August 2009
Abstract
Purpose
The purpose of this paper is to examine the importance of wine's region of origin in the consumer wine‐buying decision‐making process in the Australian domestic market.
Design/methodology/approach
Data collection takes place by means of a self‐administered and online approach in tandem utilising a highly structured questionnaire completed by wine consumers. The sample is limited to three groups of wine consumers – patrons of a wine bar in Sydney and two online wine communities unlocking access to a cross‐section of on‐premise trade and online consumers. The active memberships of the online communities amount to 3,600. In total, 352 usable surveys are obtained.
Findings
Region of origin is an important choice factor in the wine‐buying decision making process of consumers, but particularly so in terms of its multi‐dimensional nature (region name, wine type and grape variety). The most important choice factors in consumers' wine‐buying decisions are quality, price, grape variety, wine style and region of origin. Region of origin varies in degree of influence within different segments. Higher ratings for region of origin are given by female wine consumers, high involvement wine consumers and consumers who have participated in wine tourism to a greater degree.
Research limitations/implications
The findings of this research suggest that wine's region of origin is a significant choice factor in the Australian consumer's wine‐buying decision making process. More than half of the respondents are residents of Sydney and the findings are therefore tentative due to the geographical limitation.
Originality/value
This study is of value to academic researchers, wine industry practitioners, and on‐ and off‐premise operators alike as it furthers the understanding of the importance of various choice factors in the consumer's wine‐buying decision‐making process and in particular the relative importance of region of origin within the main choice factors. It also highlights the specific market segments (geodemographic, behavioural and involvement level) and conditions under which the relative importance of region of origin varies.
Keywords
Citation
McCutcheon, E., Bruwer, J. and Li, E. (2009), "Region of origin and its importance among choice factors in the wine‐buying decision making of consumers", International Journal of Wine Business Research, Vol. 21 No. 3, pp. 212-234. https://doi.org/10.1108/17511060910985953
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited