International comparison of consumer choice for wine: a twelve country comparison

Abstract

This paper presents the initial results at a country level for a twelve country study of the influencers of consumer choice for wine in retail stores. Using the Best-Worst method the design was replicated in each market to enable the comparison of the influencers of consumer wine choice behaviour across the markets. This is the first paper to present all data for the retail set and presents data at the national level. Further work is underway involving segmentation analysis to identify what segments empirically exist in what markets. The key findings are the global importance of influencers such as previous trial and recommendations and the variation from some markets to others of influencers such as brand, grape variety, food matching and medals/awards. There is an almost global ranking of the least influencer on wine choice of low alcohol level (<13%) and promotional displays.