Consumer household role structures and other influencing factors on wine-buying and consumption

Abstract

In this exploratory study, perspectives were sought regarding a range of factors, namely demographic anchor, plus influencing and consumption variables that impact upon the wine buying decision making and the consumption of consumers. Specific attention was given to the consumer's family household type and wine buying decision making role structure within the household unit. Most wine consunlers were from dual-income multi-person households with a relatively high SES (socio-economic status) level. Females in the 18-34-year-old Generation-X consumer group, reported a much higher decision maker role structure position in their households than did their male counterparts. Wine consumption of consumers peaked with increasing age and with the male gender group. However, females across the age groups bought more expensive wine than their male counterparts. This could highlight an opportunity for the wine industry to increase domestic consumption per capita by targeting the female market in a more direct manner than is the case at present.

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