Consumer involvement and associated behaviour in the UK high-end retail off-trade wine market
This study identifies the importance of product attributes to wine consumers and associated consumer behavioural relationships to their involvement level with this product category. Data were collected in an independent specialist high-end wine retail store from UK consumers who had
purchased and/or consumed wine within a period of one month leading up to the survey. In operationalising the research, a 13-item multi-dimensional wine involvement profile scale was developed that returned a Cronbach's α of 0.884. High-involvement wine consumers do not place
less importance on price than low-involved consumers, but they are less committed to specific brands. Brand name thus has greater importance in the wine-buying decisions of low-involvement consumers, particularly when it is for a special occasion. High-involvement consumers are significantly
more inclined to use newspapers, magazines, the Internet and wine books as their sources of information on wine. Word-of-mouth, however, plays the most important role of all information sources for both low- and high-involvement wine consumers. Whereas males are more highly involved wine consumers
than females, the main causal factor thereof is their higher income level. The findings of this study suggest overall that wine consumers' behaviour varies depending on their involvement level with the wine product.
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wine retail market
Document Type: Research Article
School of Marketing, University of South Australia, City West Campus, Adelaide, SA, 5001, Australia
School of Agriculture, Food and Wine, The University of Adelaide, Adelaide, SA, Australia
Ecole Nationale d'Ingenieurs des Travaux Agricoles, L'ENITA de Bordeaux, France
School of Psychology, Charles Sturt University, Wagga Wagga, NSW, Australia
Publication date: 2014-03-15
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