INFLUENCE OF EXTRINSIC FACTORS ON CONSUMERS CHOICE AT SEGMENTED WINE EVENTS
DOI:
https://doi.org/10.5937/ekoPolj1904127NKeywords:
wine events segmentation, wine attributes, consumer choice, label information, consumer segmentsAbstract
Many wine attributes make consumers choice difficult and confusing. By focusing on consumers from higher-segmented comparing wine events and comparing lower-segmented and higher-segmented wine events, we determinate the more influential attributes in consumers choice, and identify what is important cue on the bottles label. ANOVA, cluster analysis and Pearson chi-square test were used to determinate the consumers segments and their differences, difference between attributes, influence of some of the attributes over behavioral variables. We find that recommendation influences has stronger influence over the choice of consumers at the higher-segmented event, compared to awards or information on the label. Price and design defined cluster in the lowersegmented sample while vintage, region and brand defined the high-segmented cluster.
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References
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2. Barber, N. A. (2008). How self-confdence and knowledge effects the sources of information selected during purchase situations (Doctoral dissertation, Texas Tech University).
3. Barber, N. (2009). Wine consumers information search: Gender differences and implications for the hospitality industry. Tourism and Hospitality Research, 9(3), 250-269. https://doi.org/10.1057/thr.2009.14
4. Barber, N., Almanza, B. A., & Donovan, J. R. (2006). Motivational factors of gender, income and age on selecting a bottle of wine. International Journal of wine marketing, 18(3), 218-232. https://doi.org/10.1108/09547540610704774
5. Dodd, T. H. (1995). Opportunities and pitfalls of tourism in a developing wine industry. International Journal of wine marketing, 7(1), 5-16. https://doi.org/10.1108/eb008636
6. Gustafson, C. R., Lybbert, T. J., & Sumner, D. A. (2016). Consumer knowledge affects valuation of product attributes: Experimental results for wine. Journal of Behavioral and Experimental Economics, 65, 85-94. https://doi.org/10.1016/j.socec.2016.08.004
7. Michael, H. C., & Mitchell, R. (2008). Wine Marketing a practical guide.
8. Hoffman, D., Beverland, M., & Rasmussen, M. (2001). The evolution of wine events in Australia and New Zealand: A proposed model. International Journal of Wine Marketing, 13(1), 54-71. https://doi.org/10.1108/eb043370
9. Hristov, H., & Kuhar, A. (2014). Young urban adults preference for wine information sources: An exploratory study for Republic of Macedonia (No. 727-2016-50308). https://doi.org/10.22004/ag.econ.184855
10. Madeira, J., Duarte, F., & Barreira, M. M. (2009). Wine purchase and consumption behaviour of young adults in Portugal: Is age a differentiation factor?. Age, 15(24)
11. Lockshin, L., Jarvis, W., dHauteville, F., & Perrouty, J. P. (2006). Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice. Food quality and preference, 17(3-4), 166-178. https://doi.org/10.1016/j.foodqual.2005.03.009
12. Lombardo, C. (2012). Gender Preferences in Wine Marketing. https://digitalcommons.calpoly.edu/agbsp/101
13. Lunardo, R., & Guerinet, R. (2007). The influence of label on wine consumption: its effects on young consumers perception of authenticity and purchasing behavior. International marketing and trade of quality food products, 1, p279-291. https://doi.org/10.3920/978-90-8686-661-8
14. MAFWE. (2010). Law on Wine. Skopje: Ministry of Agriculture, Forestry and Water economy. State Gazzette
15. Mulry-Liggan, M. H. (1983). A comparison of a random digit dialing survey and the current population survey. In Proceedings of the American Statistical Association, Section on Survey Research Methods. Washington, DC: American Statistical Association (pp. 214-219).
16. Moulton, K., & Lapsley, J. (2001). Successful Wine Marketing. Aspen Publishers.
17. Nacka, M. (2015). Use of geographical indications in marketing modeling of wine sector in Republic of Macedonia. PhD. Skopje: Faculty of Agricultural Sciences and food- Skopje.
18. Nacka, M., Georgiev, N., & Simonvska, A. (2016). Young consumer preferences for Macedonian wine, Journal "Agriculture and Forestry, Volume 62/Issue 2, University of Montenegro. https://doi.org/10.17707/AgricultForest.62.2.09
19. OT., T. J. (1987). An experimental comparison of telephone and personal health interview surveys. Vital and health statistics. Series 2, Data Evaluation and methods research (106), 1-4.
20. Reynolds, D., Haglund, I., Taylor, J., & Ruetzler, T. (2013). Wine Purchase Intentions: A Push-Pull Study of External Drivers, Internal Drivers, and Personal Involvement. American Association of Wine Economists 2013 Annual Conference.
21. Sáenz-Navajas, M. P., Campo, E., Sutan, A., Ballester, J., & Valentin, D. (2013). Perception of wine quality according to extrinsic cues: The case of Burgundy wine consumers. Food Quality and Preference, 27(1), 44-53. https://doi.org/10.1016/j.foodqual.2012.06.006
22. Szolnoki, G., & Hoffmann, D. (2013). Online, face-to-face and telephone surveys—Comparing different sampling methods in wine consumer research. Wine Economics and Policy, 2(2), 57-66. https://doi.org/10.1016/j.wep.2013.10.001
23. Trajcevski, H. (2016). Consumer behavior in selection of wine-impact of factors. VI Student Review of scientific papers. Skopje: Faculty of agricultural sciences and food-Skopje.
24. USAID AgBiz. (2012, February). Macedonias Wine Sector Export Marketing Plan for EU Markets. USAID.
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Published
2019-12-25
How to Cite
Nacka, M., Popova, K., & Elenov, R. (2019). INFLUENCE OF EXTRINSIC FACTORS ON CONSUMERS CHOICE AT SEGMENTED WINE EVENTS. Ekonomika Poljoprivrede, 66(4), 1127–1142. https://doi.org/10.5937/ekoPolj1904127N
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Review articles
