Understanding Sparkling Wine Consumers and Purchase Cues: A Wine Involvement Perspective
Abstract
:1. Introduction
1.1. Wine Purchase Cues and Involvement
1.2. The Case of Sparkling Wine
1.3. The Current Study
2. Materials and Methods
2.1. Participants and Characteristics
2.2. Wine Involvement
2.3. Purchase Cues
2.4. Data Preparation and Analysis
3. Results
3.1. Wine Involvement and Characterisation of Consumers
3.2. Importance of Sparkling Wine Purchase Cues
4. Discussion
4.1. Market Segmentation Based on Involvement
4.2. Market Segmentation Based on Purchase Cues
4.3. Purchase Cues Interact with Wine Involvement
4.4. Limitations and Other Considerations
Author Contributions
Funding
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A
Construct | Measure(s) | Response Options | Scale | Source |
---|---|---|---|---|
Demographics | Age | 19–24, 25–34, 35–45, 46–54, 55–65, 65+ | Categorical—select one | - |
Gender | Male, Female, Non-binary/third gender, Prefer to self-describe, Prefer not to say | Categorical—select one | [39] | |
Household income | Under 25 k, 25–45 k, 46–65 k, 66–85 k, 86–100 k, 101–200 k, 200 k+ | Categorical—select one | [39] | |
Education | High school cert./equivalent or less; Apprenticeship or trades certificate/diploma; College qualification; University undergraduate qualification; University graduate degree | Categorical—select one | [39] | |
Wine consumption and involvement | On average, how many times a month do you drink wine | 0, 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15–19, 20–24, 25–29, 30 or more. | Quantitative | [38] |
On days when you drink wine, how many standard drinks do you consume? (a standard drink is 5 oz. wine) | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10 or more | Quantitative | [38] | |
Wine involvement | 1. I have a strong interest in wine 2. I often read wine magazines and publications 3. I drink wine mainly on special occasions (r) 4. I often match my food & wine 5. I own proper wine glasses (e.g., Riedel, Spiegelau, etc.) 6. I seldom decant red wines (r) 7. Drinking wine gives me pleasure 8. I enjoy and often attend wine tasting events 9. Deciding which wine to buy is an important decision for me 10. I am not confident in my ability to select a wine (r) | 5-point Likert (strongly disagree-strongly agree) | [39], as adapted from [1] | |
Wine knowledge | Subjective wine knowledge | 1. I feel quite knowledgeable about wine 2. Compared to most other people, I know less about wine (r) 3. When it comes to wine, I really do not know a lot (r) 4. Among my friends, I am one of the ‘experts’ on wine | 5-point Likert (strongly disagree -strongly agree) | Adapted from [35] |
Objective sparkling wine knowledge | In sparkling wine made using the ‘Traditional Method’, the bubbles are produced from a fermentation that takes place in the bottle; The process of aging sparkling wines on lees (or dead yeast cells) is called ‘Charmat’; In Champagne, Riesling and Pinot gris are 2 common grape varieties used in sparkling wine. Trident Estate and Kempo Vineyards are 2 of Ontario’s main sparkling wine producers; Pinot noir and Chardonnay are 2 grape varieties commonly used for Ontario sparkling wine; Ontario sparkling wine must be bottle-aged a minimum of 2 years before it can be sold. | Categorical. (True/False/I don’t know) | - | |
Sparkling wine behaviour a Fizz consumption Fizz purchase involvement & behaviour Intrinsic Extrinsic | On average, how often do you drink sparkling wine? | Never; Once a year; 2–4 times a year; 5–10 times a year; once a month; 2–3 times a month; 1–2 times a week; more than twice a week. | Quantitative | - |
On days when you drink sparkling wine how many standard drinks do you consume? (a standard drink is 5 oz. wine): | 1, 2, 3, 4, 5 (a bottle), more than 5. | Quantitative | - | |
When you drink sparkling wine, how often is it as a mix (e.g., a mimosa or other cocktail)? | Never; Occasionally; Often; Always. | Categorical—select one | - | |
Where do you buy your sparkling wine from?: LCBO store; LCBO online; Other online source, including wine club; Winery store; Pub; Restaurant; Other | All of the time; Most of the time; Some of the time; Never. | Categorical—select one | - | |
When buying sparkling wine, how much do you typically pay per 750 mL bottle (or equivalent)? | $8–14.99; $15–19.99; $20–24.99; $25–29.99; $30–39.99; $40 or more | Categorical—select one | - | |
How much of the sparkling wine that you buy and/or drink is from the following regions?: Ontario; Elsewhere in Canada; International; I don’t know where the wine is from | 0%; 25%; 50%; 75%; 100% | Categorical. (Total must = 100%) | - | |
When drinking sparkling wine, how often is it (leave blank if you never drink or don’t know): Prosecco (from Italy); Champagne (from France); Cava (from Spain); Sekt (from Germany); Asti (from Italy); Crémant (from France); Australian sparkling wine; Other | All the time; most of the time; some of the time; rarely. | Categorical | - | |
When buying Ontario sparkling wine, how much do you typically pay per 750 mL bottle (or equivalent)? | $10–14.99; $15–19.99; $20–24.99; $25–29.99; $30–39; $40–59.99; $60 or more. | Categorical—select one | - | |
How much do you like the following styles of Ontario sparkling wines? Champagne style (dry, bready, yeasty); Sweet, perfumed and less fizzy (like Moscato or Asti); Light & fruity (like Prosecco); Pét-nat (cloudy ‘naturally sparkling’ wine); Other (please state) | Dislike extremely; Dislike very much; Dislike moderately; Dislike slightly; Neither like nor dislike; Like slightly; Like moderately; Like very much; Like extremely; I have never tried this style. | Quantitative (9-point hedonic scale) | - | |
Purchase cues | Please select the factors (if any) that are important to you when considering which sparkling wine to buy and/or drink | What I expect it to taste like; The style of wine; The sweetness level; The quality; Colour; Aroma; Flavour; Effervescence; Grape variety/blend; Vintage (including whether it is non-vintage or not); How the wine was produced (e.g., bottle-fermented); Match with food; Alcohol content; Bottle shape; Bottle colour; Ease of use (e.g., how easy to open the bottle); The country the wine is from; The appellation or sub-region the wine is from; Price; Label information; Label design; Advice from others (e.g., friends, LCBO staff); Expert reviews; The occasion (e.g., whether buying as a gift or celebration); The wine company; The brand name; Awards, stars, etc won by the wine; The prestige of the wine; The reputation of the wine; Who I’ll be drinking it with. | Categorical Check-all-that-apply | [14,35] |
Please select the MOST important factors to you when considering which sparkling wine to buy and/or drink (select up to 5) | Cues selected in prior question are presented | Categorical Check-all-that-apply | - |
Cue Item * | Type | Category | Prevalence of Citation | |||
---|---|---|---|---|---|---|
Important | Most Important | |||||
Frequency Cited | % Consumers Selecting Item | Frequency Cited | % Consumers Selecting Item | |||
Taste expectation | Intrinsic | Sensory | 225 | 37 | 108 | 18 |
Style of wine | Sensory | 126 | 21 | 23 | 4 | |
Sweetness level | Sensory | 322 | 53 | 207 | 34 | |
Quality | Sensory | 327 | 54 | 224 | 37 | |
Colour | Sensory | 88 | 14 | 12 | 2 | |
Aroma | Sensory | 168 | 28 | 53 | 9 | |
Flavour | Sensory | 344 | 56 | 186 | 31 | |
Effervescence | Sensory | 145 | 24 | 44 | 7 | |
How produced | Manufacture | 90 | 15 | 19 | 3 | |
Grape variety/blend | Manufacture | 191 | 31 | 47 | 8 | |
Vintage | Manufacture | 87 | 14 | 19 | 3 | |
Alcohol content | Alcohol | 176 | 29 | 95 | 16 | |
Price | Extrinsic | Price | 420 | 69 | 325 | 54 |
Advice from others | Endorsements | 186 | 31 | 77 | 13 | |
Expert reviews | Endorsements | 102 | 17 | 32 | 5 | |
Awards, stars, etc. | Endorsements | 81 | 13 | 27 | 4 | |
The occasion | Target—end use | 261 | 43 | 101 | 17 | |
Food match | Target—end use | 103 | 17 | 34 | 6 | |
Who drinking it with | Target—end use | 205 | 34 | 72 | 12 | |
Ease of use | Target—end use | 110 | 18 | 29 | 5 | |
The wine company/brand | Parentage | 180 | 30 | 50 | 8 | |
Prestige of the wine | Prestige/Reputation | 90 | 15 | 19 | 3 | |
Reputation of the wine | Prestige/Reputation | 202 | 33 | 56 | 9 | |
The country it is from | Place | 322 | 53 | 140 | 23 | |
The sub-region | Place | 128 | 21 | 18 | 3 | |
Bottle shape | Package | 83 | 14 | 10 | 2 | |
Bottle colour | Package | 55 | 9 | 9 | 1 | |
Bottle size | Package | 228 | 37 | 48 | 8 | |
Label information | Package | 142 | 23 | 20 | 3 | |
Label design | Package | 97 | 16 | 18 | 3 |
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n | |
---|---|
Gender | |
Female | 517 |
Male | 484 |
Undisclosed | 2 |
Age (years) | |
Mean (SD) | 51.5 (15.2) |
Range | 20–89 |
Household Income | |
Under CAD 25,000 | 61 |
CAD 25,000–45,000 | 124 |
CAD 46,000–65,000 | 151 |
CAD 66,000–85,000 | 160 |
CAD 86,000–100,000 | 163 |
CAD 101,000–200,000 | 279 |
CAD 200,000+ | 63 |
Highest Education | |
High School diploma | 118 |
Apprenticeship or trade certificate | 38 |
College diploma | 251 |
University undergraduate degree | 329 |
University graduate degree | 266 |
Consumer Characteristics | Wine Involvement Level | ||||
---|---|---|---|---|---|
Low | Medium | High | |||
Demographics | Gender (% male/female) NS | 45/55 | 48/52 | 52/48 | |
Age (years) * | 53.4 a | 50.0 b | 51.2 ab | ||
Household income (CAD) ** | 91,124 b | 94,063 ab | 102,871 a | ||
Education (% university/non-university) NS | 57/43 | 57/43 | 64/36 | ||
Involvement and intake | Wine involvement (/100) *** | 53.7 c | 65.9 b | 78.1 a | |
Total wine intake (standard drinks/yr) *** | 191 b | 308 a | 368 a | ||
Wine knowledge | Subjective wine knowledge (/20) *** | 10.0 c | 12.4 b | 14.9 a | |
Objective sparkling knowledge (/6) *** | 1.0 c | 1.3 b | 1.9 a | ||
Sparkling wine behavior and preferences | Intake (standard drinks/yr) *** | 16 b | 23 b | 41 a | |
Intake as % of all wine NS | 10.5 | 9.1 | 10.8 | ||
Consumption frequency (times/yr) *** | 7.2 b | 10.8 b | 16.4 a | ||
Drinks per occasion *** | 1.8 b | 1.9 b | 2.1 a | ||
Frequency of use as a mixer (% never or rarely/more frequently) NS | 75/25 | 70/30 | 73/27 | ||
Typical price paid (CAD/bottle) *** | 17.9 c | 20.0 b | 21.9 a | ||
Typical price paid for Ontario wine *** | 18.2 c | 20.3 b | 21.7 a | ||
Purchase channel | LCBO store (% never or some of time/most of time/all of time) ** | 9/25/66 | 11/32/57 | 8/41/51 | |
Online—LCBO (% never/more frequently) *** | 91/10 | 81/20 | 71/30 | ||
Online—other (% never/more frequently) ** | 90/11 | 83/17 | 77/23 | ||
Winery store (% never/some of the time/most or all of the time) *** | 61/31/8 | 46/47/7 | 37/51/13 | ||
Pub (% never/more frequently) NS | 75/25 | 68/32 | 66/34 | ||
Restaurant (% never/more frequently) * | 50/50 | 41/59 | 38/62 | ||
Preferences | Region (>50% purchases) (domestic/international/no pref. (50:50)) NS | 47/38/15 | 50/32/18 | 41/35/24 | |
International (intake frequency; rarely, never or don’t know/some, most or all of the time) | |||||
Prosecco NS | 76/24 | 71/29 | 74/26 | ||
Champagne NS | 79/21 | 73/27 | 76/24 | ||
Cava * | 90/10 | 87/13 | 83/17 | ||
Sekt NS | 92/8 | 90/10 | 92/8 | ||
Asti NS | 82/19 | 82/18 | 85/15 | ||
Crémant NS | 91/9 | 88/12 | 86/14 | ||
Australian NS | 89/11 | 88/12 | 85/15 | ||
Domestic (Ontario; 9-point hedonic (liking) scale) | |||||
Champagne—style *** | 6.2 b | 6.4 b | 7.0 a | ||
Moscato/Asti—style NS | 6.2 | 6.0 | 6.2 | ||
Prosecco—style NS | 6.9 | 6.9 | 7.1 | ||
Pét-nat *** | 5.3 b | 5.8 a | 6.0 a |
Purchase Cues | Predictors | β | Standard Error | Wald X2 | Pr > X2 | Odds Ratio |
---|---|---|---|---|---|---|
Price | Wine involvement score | −0.144 | 0.066 | 4.779 | 0.029 | 0.98 |
Subjective wine knowledge | −0.097 | 0.066 | 2.134 | 0.144 | 0.95 | |
Gender—female | 0.044 | 0.046 | 0.915 | 0.339 | 1.18 | |
Package | Wine involvement score | 0.190 | 0.090 | 4.468 | 0.035 | 1.03 |
Subjective wine knowledge | −0.241 | 0.090 | 7.167 | 0.007 | 0.88 | |
Gender—female | 0.059 | 0.063 | 0.880 | 0.348 | 1.24 | |
Manufacture | Wine involvement score | 0.155 | 0.100 | 2.411 | 0.121 | 1.03 |
Subjective wine knowledge | 0.264 | 0.100 | 6.908 | 0.009 | 1.15 | |
Gender—female | −0.108 | 0.070 | 2.395 | 0.122 | 0.68 | |
Target end use | Wine involvement score | 0.110 | 0.069 | 2.501 | 0.114 | 1.02 |
Subjective wine knowledge | −0.071 | 0.069 | 1.041 | 0.308 | 0.96 | |
Gender—female | 0.097 | 0.049 | 3.932 | 0.047 | 1.42 |
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Pickering, G.J.; Kemp, B. Understanding Sparkling Wine Consumers and Purchase Cues: A Wine Involvement Perspective. Beverages 2024, 10, 19. https://doi.org/10.3390/beverages10010019
Pickering GJ, Kemp B. Understanding Sparkling Wine Consumers and Purchase Cues: A Wine Involvement Perspective. Beverages. 2024; 10(1):19. https://doi.org/10.3390/beverages10010019
Chicago/Turabian StylePickering, Gary J., and Belinda Kemp. 2024. "Understanding Sparkling Wine Consumers and Purchase Cues: A Wine Involvement Perspective" Beverages 10, no. 1: 19. https://doi.org/10.3390/beverages10010019