Purpose-The purpose of this research is to examine gender differences in information search procedures and selection criteria relative to purchase situation and social and financial risk aversion. Design/methodology/approach-An online questionnaire was completed by 497 males and 877 females in the USA. A total of 88 percent of the respondents stated that they drank wine at least once per week. Participants were obtained by sending e-mails to customer lists provided by wine-related organizations. Findings-Findings suggest that, if a consumer is unsure about making a wine selection, women are more apt than men to seek information from store personnel, a server, sommelier, or winery personnel. Labels and shelf tags are also significantly more important for women. While winery region is very important to both men and women, women rely on medals and awards more than men. Research limitations/implications-Consumers who are not necessarily comfortable with using the internet would not have had an opportunity to participate in this study. Practical implications-The differences by gender in the importance of and the usage of various information sources could help retailers prioritize their communication methods in US stores. Store personnel, servers, sommeliers, and winery personnel should be well-prepared to answer questions and make recommendations. Originality/value-Women buy 80 percent of the wine sold in the USA. This study helps retailers understand their preferences and how to assist them more effectively in their purchase decisions.

The study of supplier -customer relationships has been the subject of many articles over the past several years (

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Purpose-The purpose of this paper is to examine the consumer use of geographical information in the wine purchase decision. Consumers often rely upon the place of origin of a wine product in order to assess its quality. This research examines the importance of place-of-origin information and what level of place is meaningful to consumers, as well as which consumers utilize that information. Design/methodology/approach-Data collection took place by means of a highly structured online survey of 409 geographically dispersed wine consumers across the USA. Respondents were recruited by Survey Sampling International and screened for at least occasional wine consumption. Findings-Brand and place-of-origin information such as region, country and state were the most important attributes in the consumers' choice of a wine. One type of geographical indicator, appellation, was not well utilized. Core wine consumers and those with greater expertise utilized place-of-origin cues to a greater extent than less frequent and less knowledgeable consumers. Research limitations/implications-The study sample represents US wine drinkers and should not be taken as a general population sample. Potential respondents were required to have consumed at least one bottle in the last year in order to take the survey. The non-probability sample includes participants from 46 states, 189 of whom are male and 211 are female. Practical implications-Wineries in established regions should increase their efforts to promote regional identity at the county, state and national level, to enhance their existing product images. Regional information is more heavily utilized by consumers than appellation information, which allows producers to take advantage of pre-existing levels of awareness. This research suggests that marketers develop strategies to increase sales that emphasize larger regions such as county or state rather than appellations. Originality/value-This paper is of value to academic readers, wine industry practitioners and regional trade and tourism associations and other commercial entities that market their products with regional cues. The geographically dispersed sample provides results that generalize well to the wine consuming public.