Project Title

Mapping the Influences of Consumer Choice for Wine Selection (On and Off-Premise) in Key Export Markets

Researchers

Prof Larry Lockshin (Chief Investigator)
Dr Steve Goodman (Chief Investigator)
Dr Eli Cohen (Chief Collaborator)

Background of the Project

This research has grown from the need to understand the key influences on consumers when they select wine in order to better understand demand. Using sales data for analysis of consumer behaviour does not allow for any insight into ‘why’ consumers purchase what they did, nor what their preferences might be for switching their behaviour. The other issue is for Australian wine exporters to be able to compare the key influences across various export markets. Traditional survey techniques using ‘importance ratings’ are subject to poor discrimination between attributes as well as different interpretations in different cultures and countries. This project uses Best Worst Scaling to be able to compare directly the key influences between countries.

Project Objectives

1) Design and test the BW survey in Australia, with advice from key industry participants to ensure proper choice of styles, attributes, and influences.

2) Collect data using Best:Worst design in key markets that examines
o Wine variety preference
o Influences on wine selection at retail
o Influences on wine selection with a meal at on-premise

4) Analyse the Best:Worst data using multiple segments to identify the different groups within each market

5) Map the influencers of choice for
o Wine variety
o Wine selection at Retail
o Wine selection with a meal at on-premise

6) Provide strategic recommendations for each of the identified groups for adoption within the industry in their marketing activity.

Project Time Frame

July 2006 - December 2007

Project Sponsor

This project is being funded by the GWRDC.

Project Publications




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