Consumer Attitude and Behavior toward Wine Purchases: Purchasing Patterns

This video will showcase survey participant purchasing patterns and outlets from which wines were purchased.
Consumer Attitude and Behavior toward Wine Purchases: Purchasing Patterns - Videos

Instructors

Wine marketing Produce and ethnic food marketing Retail business management Consumer attitudes and behaviors pertaining to horticultural goods and services

More by Kathy Kelley, Ph.D. 

Agricultural Economics, Sociology, and Education

More by Dana Ollendyke 

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- [Presenter] This video will showcase survey participant purchasing patterns and outlets from which wines were purchased.

Based on data collected from consumers who participated in the internet survey between September 20th and 25th, 2013, participants purchased wine anywhere from daily to a few times a week to only a few times a year.

Outlets where consumers purchased wine differed depending on their state of residence, specific wine variety purchased, and other attributes.

This chart shows the percent distribution of how often consumers reported purchasing wine annually.

The group with the greatest percentage of participants indicated that they purchased wine a few times a year.

Followed by those who purchased win once a month.

Though it is the smallest category, 2.2% of participants responded that they purchase wine daily.

Although it is a small percentage, there are still some consumers that purchase wine every day, which can create opportunities for wineries to market to this type of consumer.

Purchasing frequency was segmented based on participants' age ranges, with a few significant differences detected.

Looking at the data, more participants age 25 to 34 had purchased wine daily, as compared to those 35 and older.

The greatest frequency for wine purchases by all participants was a few times per year, followed by two to three times per week by 21- to 24-year-olds and 25- to 34-year-olds, and about once a month for 35- to 44-year-olds and 45- to 64-year-olds, respectively.

Consider different strategies that not only encourage tasting room visitors to purchase multiple bottles of wine during their visits, but also to increase the number of visits per year.

An objective of this research is to also better understand purchasing of wines produced in New Jersey, New York, and Pennsylvania.

This figure compares the top three outlets where participants purchased wine produced in New Jersey, New York, and Pennsylvania.

It is clear that across the three states, survey participants purchased wine mainly from retail liquor stores.

The other favored outlets included winery tasting rooms and wineries at festivals or events.

Less than 15% of residents in each state purchased wine from wholesale clubs and the internet.

Why might a winery be interested in such data?

By knowing how often your consumers purchase your wine, and perhaps how often they visit your winery, promotional and marketing strategies can be developed to encourage more frequent visits.

For example, if you find that customers purchase your wine a few times a year, and you would like to increase purchases to about once a month, consider a promotion or incentive that not only encourages multiple bottles to be purchased during a tasting room visit, but encourages multiple tasting room visits.

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