Impact of perceived risks and benefits: a case study of wine consumption patterns in the Indian context

ABSTRACT This study purposes to find out the diverse perceptions related to risk and benefit about wine consumption and purchase in India. Using a structured questionnaire, on a sample of 352 wine consumers in 8 fine-dining restaurants serving wine in Delhi, it will also identify the factors that affect their behavioural intentions and alter their attitude towards wine consumption. Two benefit and four risk factors linked with wine consumption will be identified using exploratory factor analysis measured on a factor model framework incorporating 22 constructs. This two-phase approach will measure 17-factor items followed by a structural framework model. The linkages between the study variables will also be demonstrated using a conceptual framework model. Results will indicate the variations in attitude and wine purchase behaviour of wine consumers owing to their benefit and risk perceptions related to wine. The study also establishes that the patron’s attitudes towards wine can be positively influenced by curtailing the risk perceptions and amplifying the benefit perceptions that may help the stakeholders in India to adequately promote their wine products.