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Why Do People Drink Wine? A Consumer-Focused Exploration

105 citations0/0 files storedJournal of Food Products Marketing

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Wine Industry and Tourism Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

There is an increasing interest in the consumption and social meaning of food and drinks in the discipline of marketing. This article reports the findings of an exploratory research study into the motivational factors which inform the reasons why people drink wine. A qualitative research process was used to explore these factors to understand better the motivational aspect of Australian consumers' relationship with wine. The findings cover both symbolic and experiential purposes. Enjoyment, situational factors, personal historical context, and lifestyle-related issues appeared to be crucial. Additionally, cognitive dimensions, aesthetics, and memory-related factors are also significant although previously these have been less noted by researchers.

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References

1973The nature of human values 1988Possessions and the Extended Self 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1991Measuring the hedonic and utilitarian sources of consumer attitudes 1989Assessing Trustworthiness in Naturalistic Consumer Research 1991Wine and the vine: an historical geography of viticulture and the wine trade 2002Segmentation of the Australian Wine Market Using a Wine-Related Lifestyle Approach 2005Is wine consumption an aesthetic experience?

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