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A comparative analysis of experts’ and consumers’ perceptions of regionality in Australian wine purchase decisions

Kaushalya Nallaperuma · Argho Bandyopadhyay · Larry Lockshin

13 citations0/0 files storedJournal of Wine Research

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Wine Industry and Tourism Consumer Behavior in Brand Consumption and Identification Sensory Analysis and Statistical Methods

Abstract

This study provides insight into consumers’ perception of regionality when purchasing regional wine in terms of regional specialisation for style, volume of production of the wine style, quality of the wine, heritage of the wine region and the distinctiveness of the wine styles produced in the wine regions of Australia. Data were collected from 203 Australian wine consumers through an online survey. The study compares the results of this study with Easingwood et al. [2011. The drivers of wine regionality. Journal of Wine Research, 22(1), 19–33.] study on experts’ opinion of regionality drivers. This paper will expand knowledge on how consumer involvement levels impact decisions relating to purchasing regional wine. This study is of value to academics and wine practitioners alike. It contributes to the wine literature by providing a new perspective on consumers’ perception and draws attention to the risk of drawing conclusions about wine consumption based on experts’ opinions as being reflective of the average consumers’ purchase decision-making.

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References

1985Measuring the Involvement Construct 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1985Measuring Consumer Involvement Profiles 2008Do Data Characteristics Change According to the Number of Scale Points Used? An Experiment Using 5-Point, 7-Point and 10-Point Scales 1965The Impact of Television Advertising: Learning Without Involvement 1981Consumer behavior and marketing action 1999Lifestyle of the Tight and Frugal: Theory and Measurement 2005Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice

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