Indian women consumers’ wine choice: a study based on conjoint analysis

IF 2.3 Q1 AGRONOMY
Valsaraj Payini, J. Mallya, Senthilkumaran Piramanayagam
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引用次数: 5

Abstract

Purpose Wine consumption among women in India is gradually increasing on the back of several factors such as increased urbanization, higher disposable income, rising affluence of the people, exposure to new cultures and a gradually changing perception about wine being a healthy beverage. Eventually, this offers tremendous opportunities for wine marketers to design appropriate strategies to target Indian women consumers. However, along with this growth, there is growing need to identify the attributes that the women desire in the wines of their choice. Toward this, the current study aims to identify the wine attributes that influence the purchasing behavior of Indian women consumers. Design/methodology/approach In-depth interviews of 27 women wine consumers, aged between 25 to 46 years, were conducted to identify the topmost essential wine attributes. Later, a conjoint analysis using 1000minds, an Internet-based software implementing Potentially All Pairwise RanKings of all Possible Alternatives (PAPRIKA), was used to collect data from the participants. The total number of responses received was 271. Findings The type of wine, taste, price, familiarity and country of origin emerged as the five most crucial wine attributes in wine choice after the in-depth interview. Conjoint analysis results revealed that sweet red wine priced between Rs 600 to Rs 1,200 is the most preferred wine by Indian women consumers. Research limitations/implications The study provides valuable and actionable insights for both domestic and international wine marketers and manufacturers in the identification of wine attributes that predominantly influence women consumers’ choice of wine in India. Originality/value The study contributes to wine consumers' literature by identifying wine attributes favored by women consumers in India. Our findings will be of great use to wine marketers who can leverage the insights to design appropriate marketing and advertising strategies, develop new products and make more informed branding and pricing decisions.
印度女性消费者的葡萄酒选择:基于联合分析的研究
目的印度女性的葡萄酒消费量正在逐渐增加,这是由于城市化程度的提高、可支配收入的增加、人民日益富裕、接触新文化以及人们对葡萄酒是一种健康饮料的看法逐渐改变等因素造成的。最终,这为葡萄酒营销人员设计针对印度女性消费者的适当策略提供了巨大的机会。然而,随着这种增长,人们越来越需要确定女性所选葡萄酒的特质。为此,本研究旨在确定影响印度女性消费者购买行为的葡萄酒属性。设计/方法/方法对27名年龄在25至46岁之间的女性葡萄酒消费者进行深入采访 多年来,进行了鉴定,以确定最重要的葡萄酒特性。后来,使用基于互联网的软件1000minds进行联合分析,从参与者那里收集数据。收到的回复总数为271。在深入采访后,葡萄酒的类型、口味、价格、熟悉度和原产国成为葡萄酒选择中最重要的五个因素。联合分析结果显示,价格在600卢比至1200卢比之间的甜红酒是印度女性消费者最喜欢的葡萄酒。研究局限性/含义该研究为国内外葡萄酒营销人员和制造商识别主要影响印度女性消费者葡萄酒选择的葡萄酒属性提供了有价值和可操作的见解印度我们的研究结果将对葡萄酒营销人员非常有用,他们可以利用这些见解来设计适当的营销和广告策略,开发新产品,并做出更明智的品牌和定价决策。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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