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Risk and benefit perceptions related to wine consumption and how it influences consumers’ attitude and behavioural intentions in India

Vikas Gupta (Amity School of Hospitality, Amity University , Noida, India)
Manohar Sajnani (Amity Institute of Travel and Tourism, Amity University , Noida, India)

British Food Journal

ISSN: 0007-070X

Article publication date: 21 October 2019

Issue publication date: 23 June 2020




The purpose of this paper is to discover the numerous risk and benefit perceptions involved in the patrons’ purchase and consumption decisions related to wine in India. It will also recognise and find out the motives behind the consumers’ drinking patterns and attitude towards wine, which affect their overall behavioural intentions (word of mouth and repurchase intentions).


Data were collected using a structured survey questionnaire from the 375 wine patrons in Delhi. Exploratory factor analysis was used in which the risk (five) and benefit (two) factors related to wine consumption were verified on a factor model using 25 constructs. It was a two-phase process in which the measurement model, with six constructs and 18 measurement items, were measured, trailed by the structural model. A conceptual framework was used to illustrate the relationships amongst the variables and was empirically verified.


The findings revealed that the risk and benefit perceptions of the wine patrons are not only interlinked but are also accountable for their fluctuations in attitudes. In the factorial analysis, it was discovered that perceived benefit factors, i.e. value for money and convenience, are accountable for positively affecting the attitudes of patrons towards the wines. The results also specify that an increase in benefit perception or decrease in risk perception will positively transform the patrons’ attitude towards wine.


Although a few studies have been done to find out the risk/benefit perceptions of wine consumers in the developed countries (i.e. USA, France, UK, etc.) but this will be the first attempt to find out how the consumption patterns and purchase decisions of wine consumers are affected in developing countries like India. Moreover, it will help the stakeholders to align their wine products as per the needs and demands of the patrons.



Gupta, V. and Sajnani, M. (2020), "Risk and benefit perceptions related to wine consumption and how it influences consumers’ attitude and behavioural intentions in India", British Food Journal, Vol. 122 No. 8, pp. 2569-2585.



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