The Perceived Influence of Price, Type and Taste of Wine Among Hospitality Consumers

Abstract

Wine purchase behavior is a complex issue that can involve a host of influential factors ranging from product attributes to personal values. To date, however, no studies have been conducted in to consumers’ perceptions of the importance of the links between wine attributes and the hospitality related occasions on which wine is consumed. This paper reports on a study, which semi-structured qualitative interviews to explore the perceptions of the respondents on the attributes of wine and their interpretations of the meanings and importance of these attributes in relation to six different wine consumptions occasions. The study found that the dominant attributes relating to wine choice are the price of the wine, the taste of the wine and the type of wine, however, interpretations of the role and influence of these attributes differed for different social situations. The findings of this study are particularly relevant to food and beverage managers in all areas of commercial hospitality provision.