Relationship of Wine Consumers' Self-Confidence, Product Involvement, and Packaging Cues

Abstract

Demand for table wine in the US is stronger than any time since the 1970s, driven mainly by news relating moderate wine consumption to positive health benefits and more highly evolved marketing campaigns by major brand marketers. Yet, wine consumers continually make choices among products without adequate information. In many cases the purchase can be overwhelming and full of anxiety or intimidation. Therefore, segmenting the wine consumer is an important first step in understanding the consumers' needs. This study examined how consumers' levels of self-confidence and product involvement relate to certain attributes of wine packaging. Multivariate analysis indicates a significant interaction between certain wine packaging cues, gender, levels of self-confidence, and product involvement.

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