Why Which Wine: An Explorative Study on Wine Cues and Swedish Wine Consumers' Decision-making
Sammanfattning: The thesis studies Swedish consumers' decision-making when they select a bottle of wine. We use literature on decision-making as responses to cues as framework investigate the impact of four wine-related cues, namely country of origin, price, organic and grape variety. We collect data through an online survey, administered in two Facebook communities of Swedish wine consumers. The survey contains wine profiles that consist of different combinations of the four cues. Respondents select which wine profiles they would buy in such a hypothetical purchase scenario. We further test respondents' wine knowledge in a quiz and subsequently divide them into three knowledge groups based on their scores. We use the responses and knowledge groups in a conjoint analysis, to establish the relative importance of the different cues in consumers' wine selection and the differences between groups. We find that country of origin is the most relevant cue to consumers' selection, followed by organic, and that price has a concave utility function in the aggregate of consumers. Contrasting the different knowledge groups, we find that organic is more relevant to less knowledgeable consumers' selection than to that of knowledgeable ones. We also see differences in consumers' responses to prices, where less knowledgeable consumers respond more favorably to lower prices, whereas the opposite is true for knowledgeable ones. Our results generally compare with previous studies on non-Swedish wine consumers, but the knowledge distinction between consumers gives rise to slightly novel perspectives on responses to wine cues.
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