Consumer acceptance of a selection of South African red wines : intrinsic, extrinsic and socio-demographic influences

________________________________________________________________________ In this study an industry-selected and diverse range of South African red wines were analysed for sensory and chemical attributes, as well as degree of liking using a target group of black South African consumers. Segments of consumers that differed in degree of liking were then tested for their response to intrinsic (sensory) and extrinsic (non-sensory) cues. The selection of wines included eighteen dry and natural sweet red wines, representing low-end inexpensive wines together with high-end, top quality wines. Sensory profiles for all samples were established using Quantitative descriptive analysis (QDA). The results revealed that cultivar specific dry red wines associated with a wide range of sensory descriptors such as woody, vegetative and fruity, while the sweet red wines associated with the fruity and sweet-associated attributes. Chemically there was a significant variation between wines regarding the alcohol and sugar content. Gas chromatography with flame ionisation detection (GC-FID) indicated the major volatile constituents present in the wine, i.e. esters, alcohols and fatty acids. When investigating the association between the chemical and sensory data, it was revealed that the red blends were driven by the presence of alcohols and esters, and sensory descriptors such as high roast oak, coffee and mixed spice, whereas the red cultivar wines were mostly driven by fatty acids and esters and the sensory descriptors, green bean and asparagus. The sweet red blends were closely associated with acids and the sensory descriptors sweet-associated and floral. Degree of liking of a subset of 18 wines was investigated based on the preferences of black consumers from the Western Cape area, South Africa. These consumers predominantly preferred the sweet red wines with high sugar content, in a blind tasting session. Purchase intent was also evaluated by viewing actual photographs of packaging formats of the respective wines and the results indicated that the consumers preferred the well-known cultivar wines with a perception of value and style. Cluster analysis was furthermore performed to ascertain whether these consumers differed in their degree of liking of the intrinsic character of the respective wines. Four different clusters of consumers were identified: 1) Consumers preferring both dry and sweet red wines equally, 2) Consumers who strongly favoured sweet red wines and moderately liked dry red wines, 3) Consumers who strongly favoured sweet red wines with little preference for dry red wines; and 4) Consumers preferring dry red wines. Consumers were also probed on their general opinions or perceptions on the extrinsic character of the wines, and thus factors that influence the purchasing process. It was found that black consumers who don‟t consume wine often, preferred wines that they are familiar with, while consumers that drink wine more frequently enjoy to broaden their horizons by experimenting with more expensive wine brands. Stellenbosch University http://scholar.sun.ac.za