A Bit About Wine<br />
A complex choice<br />High level of extrinsic attributes<br />Wine choice<br />…<br />Large number of brands<br />Confusio...
Cues for purchase decision<br />Intrinsic cues<br /><ul><li>Predominantly post-purchase
Highly subjective
Prone to perceptual bias</li></ul>Extrinsic cues<br /><ul><li>Used as proxies or shortcuts
Less involved</li></ul>All cues are dependent on the level of knowledge.<br />Extrinsic<br />Price<br />Quality<br />Purch...
Buying criteria<br />Quality<br /><ul><li>Hedonistic & aesthetic dimensions post consumption
Relies on perceived signals of quality</li></ul>Price<br /><ul><li>Proxy for quality, esp. when few other cues are availab...
Highest importance, weight  varies according to situation / purpose</li></ul>Packaging<br /><ul><li>Aligning to standard s...
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A bit about wine

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A bit about wine

  1. 1. A Bit About Wine<br />
  2. 2. A complex choice<br />High level of extrinsic attributes<br />Wine choice<br />…<br />Large number of brands<br />Confusion btw. true brands & generic types<br />
  3. 3. Cues for purchase decision<br />Intrinsic cues<br /><ul><li>Predominantly post-purchase
  4. 4. Highly subjective
  5. 5. Prone to perceptual bias</li></ul>Extrinsic cues<br /><ul><li>Used as proxies or shortcuts
  6. 6. Less involved</li></ul>All cues are dependent on the level of knowledge.<br />Extrinsic<br />Price<br />Quality<br />Purchase<br />decision<br />Packaging<br />Taste<br />Brand / Region<br />Situation / Purpose<br />Intrinsic<br />
  7. 7. Buying criteria<br />Quality<br /><ul><li>Hedonistic & aesthetic dimensions post consumption
  8. 8. Relies on perceived signals of quality</li></ul>Price<br /><ul><li>Proxy for quality, esp. when few other cues are available = perception of value
  9. 9. Highest importance, weight varies according to situation / purpose</li></ul>Packaging<br /><ul><li>Aligning to standard sizes matters
  10. 10. Label is primary source of info
  11. 11. Design influences choice for gift purposes</li></ul>Taste<br /><ul><li>Grape variety
  12. 12. Wine style (fruity, light, tannic, etc.)
  13. 13. Dryness
  14. 14. Alcohol content</li></ul>Wine <br />choice<br />Brand / region<br /><ul><li>Proxy for quality
  15. 15. Region (D.o.C) is important
  16. 16. High degrees of generic recognition for in-country brands</li></ul>Situation<br /><ul><li>Location of wine consumption: on-premise vs. at home
  17. 17. Presence of others
  18. 18. Own consumption or gift-giving</li></ul>Risks<br /><ul><li>Functional: the taste
  19. 19. Financial: the cost
  20. 20. Social : others’ perception
  21. 21. Physical: hangover</li></li></ul><li>Weight of buying criteria<br />Occasion: consume wine at home or give as present<br />Wine for home:<br /><ul><li>Taste, quality, wine region</li></ul>Wine for gift:<br /><ul><li>Quality, taste, wine region, label, price, form of the bottle, recommendation</li></ul>Price is always important: means quality and mitigates risk<br />
  22. 22. Mapping consumer segments<br />Value-based wine consumer segmentation<br />Environment and energy conscious life<br />Self-fulfillment<br />Personal and financial security<br />Personal freedom independence<br />Family life<br />Health conscientiousness<br />Good appearance<br />Belonging<br />True friendship<br />
  23. 23. Safety seekers<br />Savers, value comfortable, family life<br />Primary/ secondary education<br />Above average anxiety level<br />Infrequent, price-sensitive wine purchasers<br />Purchase wine at supermarkets<br />Low price range<br />Hedonists <br />High living standard, self-actualizers<br />Like surprises; are open to novelties<br />Single, high-income males<br />Wine-friends of interest<br />Quality wine purchasers: frequent, self-indulgent<br />Ready burn cash for wine<br />Location-sensitive<br />Self-fulfillers<br />Self-actualizers, highly educated, <br />High living standard; recognition is important<br />Wine-friends of interest/ amateur wine prof’s<br />Wine/ food synergy<br />Shop at supermarkets, observe price/quality<br />Indifferents<br />Value safety and saving, “tired of life”<br />Elderly, uneducated males<br />Lay, non-professional wine consumers (tend to beer)<br />Purchase from round-the-corner shops<br />Taste and quality are not important<br />Bottom of price range<br />MAPPINGCONSUMER SEGMENTS<br />*Research on Hungarian consumers<br />
  24. 24. Mapping consumer segments<br />
  25. 25. Mapping consumer segments <br />

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