Buying a product for an anticipated consumption situation

Abstract

Purpose – The purpose of this study is to measure the product involvement of wine buyers and to examine relationships with anticipated consumption situations, places and occasions combined with the buyer’s importance of various extrinsic product attributes. Design/methodology/approach – A survey is conducted with 147 wine buyers using structured self-administered questionnaires in a central city retail location in Australia. Findings – There are no significant relationships between consumers’ involvement with wine products and what occasion or constellation of persons is anticipated when purchasing wine in a retail store. From a consumption situation perspective, both high- and low-involved buyers primarily anticipate consuming their wine together with other persons, mainly with food. High-involved wine consumers tend to consume their wine alone compared to low-involved consumers who are more likely to buy wine for other persons than for themselves. Regarding the product attributes that play an important role in retailing, this study finds that the importance of grape variety, the origin of the wine, the brand, the vintage, awards/medals and the product design increases with growing involvement in wine. The age of the buyer/consumer and the envisaged consumption occasion also affect the importance of various product attributes. We also find that wine buyers would spend on average over $15 more per unit when the wine is not bought for their personal consumption (e.g. gift). Originality/value – This study is of value to academic researchers, the wine industry in general and wine retailers in specific as it offers new insights on the role of product involvement and anticipated consumption situations when buying a product and their effects on the importance of product attributes.

A varietal-specific approach to investigate wine risk perception in South Africa

“…H2.1-H2.3 are accepted. Consistent with previous research (Bruwer et al , 2013; Hirche and Bruwer, 2014), occasions seem to be an important influencing factor and could explain the significantly higher ( p < 0.01) Sauvignon blanc purchase frequency, compared to the other varietals.…”

Wine consumer typologies based on level of involvement: a case of Turkey

“…Regarding wine attribute preferences, this study found significant differences among involvement groups in terms of quality, region, taste, grape variety and international awards and medals which are in line with previous studies (Hollebeek et al , 2007; Hirche and Bruwer, 2014). However, price, packaging and brand did not differentiate the involvement groups.…”

Understanding the role of visual attention on wines’ purchase intention: an eye-tracking study

“…These results go in line and endorse the belief that there is a higher concern about quality and social benefits when the wine is bought to offer or to be drank socially rather than when it is bought for self-consumption (Hall et al, 2001;Outreville and Desrochers, 2016;Boncinelli et al, 2019). Also, it also supports findings that show that the visual component of a bottle, in this case, the label, increases in importance for anticipated situations involving reference groups (Hirche and Bruwer, 2014), since it is expected that consumers will spend more time analysing the wines in those cases.…”

“…Thus, desire is more important and leads to higher purchase levels if the wine is bought to be consumed alone that if it is to drink in a social environment. Such results bring a new light to how the perception of risk may act an enabler of certain purchases, in other words, one could say that if the risk of choosing a wine with less quality is taken from the equation, then individuals' are more willing to buy a bottle not because it has an award (which is frequently associated to higher quality and more important for occasions with a social environment) but because they are simply searching for a wine for their personal enjoyment (Hirche and Bruwer, 2014).…”