A Bit About Wine

A complex choice

Large number of brands Confusion btw. true brands & generic types

High level of extrinsic attributes

…Wine choice

Cues for purchase decisionIntrinsic cues• Predominantly

post-purchase• Highly subjective• Prone to

perceptual bias

Extrinsic cues• Used as proxies or

shortcuts• Less involved

All cues are dependent on the level of knowledge.

Extrinsic

Purchasedecision

Intrinsic

Price

Packaging

Brand / Region

Quality

Taste

Situation / Purpose

Buying criteria

Packaging• Aligning to standard sizes matters• Label is primary source of info• Design influences choice for gift

purposes

Brand / region• Proxy for quality • Region (D.o.C) is important• High degrees of generic recognition for

in-country brands

Situation• Location of wine consumption: on-

premise vs. at home• Presence of others• Own consumption or gift-giving

Taste• Grape variety• Wine style (fruity, light, tannic, etc.)• Dryness• Alcohol content

Quality• Hedonistic & aesthetic dimensions

post consumption• Relies on perceived signals of quality

Price• Proxy for quality, esp. when few other

cues are available = perception of value• Highest importance, weight varies

according to situation / purpose

Wine choice

Risks• Functional: the taste• Financial: the cost• Social : others’ perception• Physical: hangover

Weight of buying criteria

Occasion: consume wine at home or give as presentWine for home:

• Taste, quality, wine regionWine for gift:

• Quality, taste, wine region, label, price, form of the bottle, recommendationPrice is always important: means quality and mitigates risk

Taste

Quality

Wine region

Grape

Color

Expert rec.

Price

Label

Bottle shape

Winery image

Year

Alcohol %

Advertising

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Gift Home

Mapping consumer segments

Value-based wine consumer segmentationEnvironment and energy conscious lifeSelf-fulfillmentPersonal and financial securityPersonal freedom independenceFamily lifeHealth conscientiousnessGood appearanceBelongingTrue friendship

Safety seekers

Savers, value comfortable, family life Primary/ secondary education Above average anxiety level Infrequent, price-sensitive wine

purchasers Purchase wine at supermarkets Low price range

Hedonists

High living standard, self-actualizers Like surprises; are open to novelties Single, high-income males Wine-friends of interest Quality wine purchasers: frequent, self-

indulgent Ready burn cash for wine Location-sensitive

Self-fulfillers

Self-actualizers, highly educated, High living standard; recognition is

important Wine-friends of interest/ amateur wine

prof’s Wine/ food synergy Shop at supermarkets, observe

price/quality

Indifferents

Value safety and saving, “tired of life” Elderly, uneducated males Lay, non-professional wine consumers

(tend to beer) Purchase from round-the-corner shops Taste and quality are not important Bottom of price range

MAPPING CONSUMER SEGMENTS

*Research on Hungarian consumers

Mapping consumer segments

• Entrenched purchasing and drinking habits, price conscious, generally over 45, mostly men

Economisers

• Older, consume wine on occasion or when entertaining, price insensitive

Occasionals

• Youngest, 18-34 generally, mostly women , start with social drinking , don’t have a preference for wine

Newbies

• 25 - 45, predominantly women, professional, interested in wine and learning about it, influenced by varietal

High potential

• 35-45, may have kids, wine is part of the daily routine, but not important (like coffee or tea), experimental

Routiners

• Male dominated, ESOMAR A, good wine knowledge, shop in different places

Engaged Explorers

• Highest spending, knowledge, top economic group, male, older, led by quality indicators - grape or region

Experts

Mapping consumer segments • Passionate and

knowledgeable• Sophisticated wine info• Combines well-known with

unique wines• Differentiating need: Love the

wine experience, and want to share it.

Enthusiast

• Wine is a status symbol• Basic knowledge, driven by

awareness of trends• Influenced by unusual facts

and lifestyle messaging• Differentiating need: to feel

sophisticated, while also adventurous, fun and trendy

Image seeker

• Enjoys shopping for wine at a variety of stores

• Likes to discover new brands and varietals on his/her own

• Sensitive to promotions• Differentiating need: find a

great wine at a great value

Savvy Shopper

• Leans toward well-known national or regional brands

• Prefers wines with which he/she is familiar

• Differentiating need: Desire the tried and true: established winery with tradition

Traditionalist

• Not knowledgeable, not willing to learn

• Drinks the same wine, usually domestic / regional

• Shops where purchase is easy• Differentiating need: sensible

choice they are comfortable serving to friends and family

Satisfied sipper

• Staggered by the variety of choices

• Wants information at retail point (simple and easy)

• Sensitive to functional risk• Will not buy without info• Differentiating need: good

descriptions and recs.

Overwhelmed