Experimental approach to assessing actual wine purchase behavior
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 16 August 2013
Abstract
Purpose
The use of intentions to forecast behavior follows from the assumption that intentions are a strong indicator of an individual's actual purchase behavior. Yet most studies found the relationship between intent and actual behavior varies considerably. The purpose of this study was to explore how marketers should combine expressed measures of intention with other available data to forecast the probability of purchase and thus to set pricing decisions.
Design/methodology/approach
Through a two‐stage approach, this study measured consumer psychographics and expressed purchase intention to predict actual purchase behavior using an online survey, the Vickrey auction method, and logistic regression.
Findings
The results found that individuals' attitudes and intentions are strong predictors of actual behavior. However, of particular interest are lower‐purchase‐intention individuals, who acted in line with their expressed willingness to pay more than individuals with higher purchase intentions.
Research limitations/implications
The study was restricted to the investigation of one product. The model should be tested with different styles of wine products purchased on a regular basis.
Practical implications
Most product positioning research focuses on individuals who express high levels of purchase intention, positive attitudes, and positive values. However, basing a wine product's pricing on a high‐purchase‐intention group may lead to an overpriced product and a lack of follow‐through on the part of consumers.
Originality/value
Results suggest a new method to approach purchase intention using a combination of actual purchase data and survey data.
Keywords
Citation
Barber, N.A. and Taylor, D.C. (2013), "Experimental approach to assessing actual wine purchase behavior", International Journal of Wine Business Research, Vol. 25 No. 3, pp. 203-226. https://doi.org/10.1108/IJWBR-2012-0013
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited