Wine attributes and consumption occasions: an investigation of consumer perceptions

Abstract

Wine purchase behaviour is a complex issue that can involve a host of influential factors ranging from product attributes to personal values. Few studies have been conducted, however, into the perceptions of consumers on the importance of the attributes of wine and the links between these attributes and the occasions on which wine is consumed. This paper reports on a study, which employed semistructured qualitative interviews to explore the perceptions of 200 respondents [in Australia] on the attributes of wine and their interpretations of the meanings and importance of these attributes in relation to 8 different wine consumption 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 (red or white), however, interpretations of the role and influence of these attributes differed for different occasions.