Search results1 – 2 of 2
Ellena S. King, Trent E. Johnson, Susan E.P. Bastian, Patricia Osidacz and I. Leigh Francis
The purpose of this paper is to determine the degree to which wine consumers in South Australia have different liking for white wine styles, and to relate reported liking…
The purpose of this paper is to determine the degree to which wine consumers in South Australia have different liking for white wine styles, and to relate reported liking to wine knowledge and demographic differences.
A group of 150 regular white wine drinking consumers from the Adelaide metropolitan area responded to a wine habits and attitudes questionnaire. Consumers were segmented based on self‐reported liking of white wine styles, with three distinct segments identified.
Sauvignon Blanc wine likers were mainly younger females with low wine knowledge who reported not drinking Chardonnay wines. Conversely, “Riesling wine likers” were generally older with higher wine knowledge. These consumers were interested in the region, vintage and alcohol level when purchasing white wine. The final group (40 percent of the total sample) had a lower liking for Riesling wines, but liked all types relatively highly, had low to moderate wine knowledge and took more note of expert opinion than the other clusters.
The findings of this study can be extrapolated to the South Australian population, however, the sample size may restrict the generalisation of the results to the broader Australian population.
The results of this study provide initial insights into the behaviour of white wine consumers and highlight the importance of wine knowledge in differentiating consumer liking. Some strategies for influencing consumers' preference are suggested.
Patrícia Monteiro, João Guerreiro and Sandra Maria Correia Loureiro
Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels…
Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels has on the purchase decision and the mediating role of quality perceptions and desire on such purchase behaviours. Wine awards and consumption situation are used as moderators..
The study was conducted in Portugal and 36 individuals participated in a 2 × 2 within subjects design (awarded/not awarded × self-consumption/social-consumption). For each scenario, individuals’ attention, perceptions of quality, desire and purchase intentions were recorded.
Data from eye-tracking shows that, during the purchase process, the amount of attention given to a bottle is determinant of individuals’ purchase intentions, a relationship that increases in significance for bottles with awards and for when consumers are buying wine for a consumption situation involving a social environment. In addition, both quality perceptions and desire are confirmed to positively influence wines’ purchase intentions.
By using an eye monitoring method, this paper brings new insights into the wine industry by highlighting the impact that wines’ labels and different consumption situations have on individuals’ attention and purchase intention. Wine producers and retailers may benefit from the insights provided by the current study to refine their communication strategies by either highlighting product characteristics and pictorial elements, as it is the case of the awards, or communicating about their products for different consumption situations.