Dimensions of wine region equity and their impact on consumer preferences

Abstract

Purpose -The purpose of the study is to identify dimensions of wine equity in terms of benefits sought by consumers in wine. Design/methodology/approach -This study examines dimensions of wine region equity, measured in terms of benefits sought by consumers in wine. A survey was conducted in several US states to identify drivers of preferences and to determine relationships that may exist between those drivers, preferences for wine from a number of origins, and consumer lifestyles. Findings -The findings suggest that wine region equity originates in six consumer motivational factors. Quality, price, social acceptance, emotional, environmental value, and humane value were found to be strong and significant predictors of consumer preferences for wine from three US states (California, Oregon, Washington) and six countries (Australia, Chile, France, Italy, New Zealand, Spain). Linking those dimensions of region equity to consumer lifestyle, demographic and behavioral variables allows for tailoring marketing communications strategies closely to markets. Originality/value -Practical applications of this study extend beyond the wine industry and include generalizations for the identification of markets and market segments that react more favorably to specific origins, the identification of equity dimensions to be included in regional umbrella brands, and the identification of lifestyle-based persuasive communication means and executional cues for specifically targeting selected audiences.

Customer value perception: cross-generational preferences for wine

“…Based on "an interactive relativistic consumption preference experience" (Holbrook, 1994, p. 27), customer-perceived value can be understood as "a consumer's overall assessment of the utility of a product based on perceptions of what is received and what is given" (Zeithaml, 1988, p. 14). Adapting the generic customer-perceived value framework by 1130 BFJ 116,7 Sweeney and Soutar (2001) and incorporating the findings of Orth et al (2005), the meta-analysis of value perceptions research by Smith and Colgate (2007) and the value dimensions as proposed by Wiedmann et al (2007Wiedmann et al ( , 2009, in our study, we focus on the assessment of antecedents of wine consumption as illustrated in our conceptual model. Within this model the involvement construct describes the perceived relevance of a specific product -in our case wine -derived from inherent needs, values and interests (Zaichkowsky, 1985) (see Figure 1).…”

“…Wine addresses various functional and psychological needs (Orth et al, 2005;Barreiro-Hurlé, 2008) and competes through the ability to evoke pleasantness, social recognition and perceived quality from the consumer's perspective (Ferrarini et al, 2010;Terrien and Steichen, 2008;Charters and Pettigrew, 2006). In an attempt to examine a customer's perceived preference for and evaluation of a certain wine, the construct of customer-perceived value is of particular importance.…”

“…By structuring the findings of wine-related studies on the basis of recent research with regard to value management (Orth et al, 2005;Wiedmann et al, 2007Wiedmann et al, , 2009, the desire for and the consumption of wine seems to involve several dimensions of customer-perceived value including financial, functional, individual and social perceptions (Boatto et al, 2011;Saenz-Navajas et al, 2013;Ferrarini et al, 2010;Terrien and Steichen, 2008). Additionally, situational determinants, experience and needs of the consumer have to be taken into account (Cohen et al, 2009;Hollebeek et al, 2007;Veale, 2008;Charters and Pettigrew, 2006).…”

Wine Marketing: Impact of Demographic Factors of Serbian Consumers On the Choice of Wine

“…Particular attention is devoted to the analysis of the impact of demographic characteristics of consumers on the choice of wine attributes, relevant when making purchasing decisions (Orth et al, 2005;Sanchez & Gil, 1998).…”

Three essays on food quality and transaction costs

“…Origins of product matters for consumers' purchase decisions. Orth et al (2005) show that the origin of a bottle does affect the U.S. consumers' preference, as shown in table 1.…”