Relevant attributes of Portuguese wines: matching regions and consumer's involvement level

Abstract

PurposeThe purpose of this paper is to identify and understand the relevant attributes, extrinsic and intrinsic, that Portuguese consumers value and are relevant in the decision process for choosing wine. Further, the study aims to check possible differences in the valued attributes regarding consumer's involvement level and wine Region Origin.Design/methodology/approachThe research was designed to identify relevant wine attributes and measure their importance when choosing a wine. In order to achieve this objective and match it with consumers' involvement and wine origin region, 30 Focus Groups were performed, involving 171 consumers from five Portuguese regions of origin.FindingsThe region of origin is the attribute that triggers the process of choosing a wine. Label/back label, price, bottle, brand, and wine varieties are also important clues, nevertheless differently valorised according to consumers' involvement. The less relevant attributes are winemaker/producer information, medals/awards, and overall design. Their importance varies with the degree of consumers' involvement and the wine region of origin. The main intrinsic attributes are flavour and aroma, regardless of involvement level or region of origin. Wine balance, freshness, acidity, colour and body have different perceptions, depending on the regions of origin. Alcohol content and gas are the least valued attributes.Originality/valueResults allow an extended perspective about the process of buying wine, matching the importance of the relevant attributes with consumers' involvement level and region of origin. The study can contribute to an accurate market‐orientation perspective.

Information and involvement: the influence on the acceptance of innovative wine packaging

“…Involvement also leads to different considerations of extrinsic cues like the country of origin of the brand; low-involvement consumers tend to pay more attention to this cue than highly involved consumers (Prendergast et al, 2010). There is a multitude of research about wine and involvement showing that the level of involvement has a significant influence on the consideration and understanding of different extrinsic and intrinsic cues (Bruwer and Buller, 2013;Fernandes Ferreira Madureira and Simões de Sousa Nunes, 2013;Hollebeek and Brodie, 2009;Spielmann, 2012). Concerning wine consumers, Hirche and Bruwer (2014) show that involvement influences consumer behaviour significantly.…”

Variety seeking by wine consumers in the southern states of the US

“…Involvement in wine appears to increase consumers' confidence in their ability to make an appropriate wine selection (Palma et al, 2014). More involved consumers are more aware of more types of grape varietals than the less involved consumer, presumably reflecting a wider range of IJWBR 27,4 varietal consumption (Fernandes Ferreira Madureira and Simoes de Sousa Nunes, 2013). The willingness of consumers to drink wine from a variety of regions has been used previously as a measure of variety seeking in the wine domain (McAlister and Pessemier, 1982).…”

“Wine, sweet wine”: significados e determinantes da compra por impulso de vinho do Porto

“…Um atributo importante do vinho é o preço. O preço é uma heurística importante para avaliar a qualidade do vinho, especialmente para os consumidores pouco envolvidos (Madureira & Nunes, 2013).…”

“…A escolha de um vinho requer um processo de análise das suas características e de ponderação de vários fatores que a influenciam, tendo já sido realizados alguns estudos com o objetivo de analisar os fatores de decisão da compra dessa categoria de produto (Ferreira et al, 2020;Madureira & Nunes, 2013;Monteiro et al, 2020;Santos & Ribeiro, 2012;Trindade-Carlos et al, 2019). Nesse sentido, o presente estudo teve por objetivo identificar os significados atribuídos pelos portugueses ao vinho do Porto e identificar os fatores associados com a compra por impulso dele.…”