Consumer Wine Closure Preferences: The Role of Gender, Price, and Regional Preferences

Abstract

This paper analyzes buying decisions when consumers consider the risk that a bottle of wine may be cork-tainted. Drawing on a sample of 804 subjects, we examine the role of gender, price level, and subjects’ country of origin and their personal cork-taint risk assessments. We find that women assess the cork-taint risk higher than men but are still more likely to buy bottles with cork closures. Young consumers from Asia are more risk-averse than people from Western countries. Gender and regional differences vanish for wines in higher price brackets. (JEL Classifications: C90, D12, L66)

Young adults' taste perception, consumption habits, and how this influences their willingness to pay for wine: Evidence from an experimental auction

“…In addition, this study used the sociodemographic variables gender, family households' monthly income in euros, and place of residence (where existing or not to viticulture and winemaking practices) as control variables (see Table 1). The choice of these variables parallels that of other studies on consumer behavior to minimize the biases that may arise from consumer sociodemographic characteristics, where gender (Agnoli & Outreville, 2020; Outreville & Desrochers, 2016), family households' monthly income (Sellers‐Rubio & Nicolau‐Gonzalbez, 2016), and place of residence where existing viticulture and winemaking practices (Barber, 2010) are of great importance for wine preference during a decision‐making process.…”

“…Compared to other groups, young adults reveal distinctive features in their purchasing behavior. Concerning this, it should be referred to the use of information in almost every aspect of their lives (Jang, Kim, & Bonn, 2011) and the great importance assigned to taste (Agnoli & Outreville, 2020; Gassler et al, 2019). Furthermore, according to studies undertaken on the wine business (e.g., Garcia, Barrena, & Grande, 2013; Sogari et al, 2017), paying particular attention to wine consumption frequency considering generational segmentation, it was found a lower frequency of wine consumption among young adults compared with individuals from previous generations.…”

“…Table1). The choice of these variables parallels that of other studies on consumer behavior to minimize the biases that may arise from consumer sociodemographic characteristics, where gender(Agnoli & Outreville, 2020;Outreville & Desrochers, 2016), family households' monthly income (Sellers-Rubio & Nicolau-T A B L E 2 Note: Superscript "c" denotes control variable.…”