The factors influencing consumers’ behaviour on wine consumption in the Turkish wine market

Abstract

Purpose The purpose of this study is to analyse the factors influencing wine consumption in Turkey. Since a wine consumption culture is a recent development in Turkey, there is a need to examine consumer factors that affect wine consumption to better understand consumers’ buying processes. Design/methodology/approach This study presents the findings of a field study conducted in Izmir which has the highest alcohol consumption per capita in Turkey. A sample of 431 wine consumers is used to identify the factors influencing consumers’ behaviour on wine consumption. Findings The wine market has been blooming in Turkey in recent years. Wine consumption is influenced by cultural, demographic, consumer attitudes, consumption habits as well as other different factors. A number of socio‐economic and demographic consumer characteristics indicate that these factors influence wine consumption and consumers’ preferences. The study offers important insights into the characteristics of wine consumption and the target market in Turkey. Research limitations/implications As an exploratory study, both the scope and the use of convenience samples limit the generalizability of the findings. Further research exploring consumer attitudes to factors such as taste, aroma, certification etc. and a more robust sampling methodology is called for. Originality/value This is the first research conducted in Turkey to define the factors influencing wine consumption and provides useful insights into the topic as well as a basis for future studies.

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