Australian consumers' perceptions of champagne and other sparkling wine: an exploratory study
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Date
2016
Authors
Verdonk, N.R.
Wilkinson, J.W.
Culbert, J.A.
Ristic, R.
Lane, M.J.
Pearce, K.L.
Wilkinson, K.L.
Editors
Bruwer, J.
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Conference paper
Citation
9th Academy of Wine Business Research Conference, 2016 / Bruwer, J. (ed./s), pp.184-193
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9th Academy of Wine Business Research Conference (17 Feb 2016 - 18 Feb 2016 : Adelaide, Australia)
Abstract
Purpose: To provide further insight into Australian consumers’ preferences for different sparkling wine styles, including champagne.Design/methodology/approach: Focus groups – including tastings – were conducted to identify consumers’ knowledge of, and preferences for, champagne and other sparkling wine.Findings: Personal taste was found to influence the choice of a sparkling wine rather than another type of alcoholic beverage, and selection of a particular style of sparkling wine (such as champagne, some other sparkling white, or sparkling red). Country or region of origin, particularly with respect to the product being French, was found to be important across all four focus groups, although often linked to the product being champagne. Brand image and reputation were found to influence purchase decisions across all four focus groups, sometimes linked to consumption occasion. Advice or recommendations,and expert reviews also were found to influence purchase decisions. Consumption occasion also was found to influence purchase decisions across all four groups. Price was found to influence the brand and style of sparkling wine purchased across all four groups. A relatively high price was found to be a barrier for some participants, while other participants were found to avoid sparkling wines below some particular price. Analysis of these findings enabled the development of a preliminary model of buyer behaviour relating to sparkling wine.Practical implications: Findings suggest that a producer could benefit from marketing a range of sparkling wines to cater to different tastes and different occasions; and confirm the importance of marketers pursuing opportunities to obtain and promote favourable expert reviews for their sparkling wines, and of identifying and promoting regional distinctiveness.
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Copyright 2016 Ehrenberg-Bass Institute for Marketing Science