Perception Study of Wine MarketCulture of an Emerging Market-India-Will it Emerge from Infant to Growth Stage?

Purpose: The purpose of this paper is to find out the consumer perception towards wine in emerging market like India. Design/methodology/approach: This study is based on questionnaire administered to respondents in the city on Nashik, which is the largest producers of wine in India and SARC countries, and Mumbai-the financial capital and mini India due to its population mix in the second phase. Total 280 respondents from both the cities of different age groups participated in this study. 150 are from Mumbai. It is a descriptive study. Findings: There is no wine culture in India. Age groups of 25 to 35 consume wines more compared to others. There is lack of awareness about the various types of wines and their consumption pattern. The most preferred brands are from Australia, Chile followed by France in India. Managerial Implications:This research may help in to develop a framework for consumer- centered planning. Small wineries mangers can evolve strategic marketing management based on contemporary developed consumer behavior and country-of-origin effects. Originality/Value: This is the first study to address on consumer perception towards wine in India. Since wine industry is in infancy stage in India, the present study represents an important contribution to understanding the interface between commercial interests and consumer’s perception towards wine