Channel Choice Behaviour for Different Usage Situations: The Case of the Wine Product Category

Abstract

Consumers are faced witha growing number of channels in which to purchase products and services. Most of the research in multi-channel retailing has focused on the retailer's perspective of multi-channel management and little has focused on consumer choice of channels. A small amount of research in consumer product choice has shown that the usage situation affects the importance of product attributes and the choice of products. This paper is one of the first to examine consumer channel choice for different product usage situations. A survey of 197 Belgian wine buyers explores previous and future channel choice for wine purchases across six usage situations. A logit model is developed for each usage situation and the parameters are compared for both channel users and non-users across usage situations. Supermarkets are the most widely used for all situations but the importance of the key attributes of price, channel quality, convenience, and risk differed across the channels and situations. Loyalty or previous usage was also a major determinant of channel choice. Non-users were characterized by higher perceived risk for each channel, but also showed differences in price and quality perceptions for different situations.

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