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

Abstract

Purpose The purpose of this study is to segment Turkish wine customers based on their level of involvement. This study profiles them based on their wine drinking motivations, wine attributes, information sources, wine purchasing and consumption behaviour and socio-demographic characteristics. Design/methodology/approach For this study, a structured online questionnaire was used to collect data from the listed email addresses of institutes, universities and commercial websites. The sample size was 708 people. After splitting consumers into three groups based on their involvement levels in wine (high, moderate and low), the study profiles them by implementing ANOVA, principal component and chi-square analyses. Findings The study identifies the differences between groups with different involvement levels in wine regarding drinking motivations, wine attributes, information sources, consumption and purchasing behaviour as well as socio-demographic characteristics. Originality/value Although there are a few studies in the literature evaluating wine consumers from various nations, to the best of the authors’ knowledge, this is the first study investigating wine consumers based on involvement levels in Turkey, where alcoholic beverages are excessively taxed, and advertising is banned and promoting them is limited.

Understanding Sparkling Wine Consumers and Purchase Cues: A Wine Involvement Perspective

“…These findings contribute to the uniqueness of this study, and we recommend consideration of this scale for studies where time is a constraint (such as with online surveys), yet capturing measure of the wine involvement construct is desired. In agreement with other recent findings for table wine (e.g., [22,43]), our results show that SW consumers can be segmented according to level of wine involvement. Importantly, our segmentation yielded actionable characteristics for marketers and retailers.…”

“…In broad agreement with one study [22], but in contrast with another for table wine [27], we found that low-involvement consumers were less likely to identify endorsements as important and high-involvement consumers were more likely to select them as important. The discrepancy with the latter study [27] may reflect a genuine difference attributable to wine style (SW vs. Shiraz table wine), or possibly changes in consumers themselves over the approx.…”

“…As anticipated and in approximate agreement with findings for wine in general [22], more highly involved participants consumed more SW in total and more frequently and had more drinks per occasion than less involved consumers. However, SW intake as a proportion of all wine consumed did not vary across involvement levels, suggesting that SW does not hold a "privileged" position with respect to the preferences of more highly involved wine consumers.…”

“…It can be defined as an unobservable state of motivation, arousal, and interest [20], and has three typologies-enduring, situational, and response [21]. Enduring involvement encompasses the long-term attachment to and personal relevance of a product category [22] and is the construct examined in this paper, given its influence on wine consumers' use of extrinsic purchase cues [4].…”

“…and on average, how often do you drink sparkling wine? Participants provided written consent prior to completing the study, and the study was cleared by the Human Research Ethics Board at Brock University (File # [19][20][21][22][23][24][25][26][27][28][29][30] and conducted in accordance with Tri-Council ethical guidelines.…”