Analysis of the wine consumer’s behavior: an inferential statistics approach
Authors: Lanfranchi Maurizio , Alibrandi Angela , Zirilli Agata , Sakka Georgia , Giannetto Carlo 
Published: January 2020

Purpose

The purpose of this paper is to attempt to outline the standard profile of the typical wine consumer, by identifying some relevant features that can influence his/her purchasing choices. Therefore, the purpose of the research is to identify the pre-eminent attributes for wine consumers and the different levels of importance that consumers ascribe to the attributes identified at the time of purchase.

Design/methodology/approach

In order to collect the necessary data, an ad hoc questionnaire was utilized. The questionnaire, which was anonymous, was directly distributed with the face-to-face method. In total, 1,500 copies of the questionnaire had been prepared. The data collected were processed through the use of the binary logistic regression model and the ordinal logistic regression model. The first binary logistic regression model allows to evaluate the dependence of the dichotomous variable on some potential predictors. The ordinal logistic regression model, known in literature as a cumulative model of proportional quotas, is generally appropriate for situations in which the ordinal response variable has discrete categories.

Findings

The results returned by the elaboration of the binary logistic regression model refer to the influence of the variables sex, age, educational status and income on the “wine consumption” result, which is a dichotomous variable. The only variables found to be statistically significant are gender and educational status. The most significant variables that emerged from the implementation of the ordinary logistic regression model are gender, brand, choice based on price, place of production, harvest and certification. The analysis carried out has shown that with reference to wine as a product, it is essential to focus on several attributes, among which there are of course quality and brand.

Research limitations/implications

Although field experiments are extremely useful for testing behavioral hypotheses, they are often limited by a small sample. Future research in this area might focus on the knowledge level of sustainable wine of the consumer. In relation to the knowledge of the characteristics of the wine, it is possible to estimate the willingness to pay a surplus for a wine produced with sustainable methods by the consumer and the possible level of price premium.

Originality/value

The originality of the research lies mainly in a deeper knowledge of wine consumption trends. This information is useful to better define the wine market and to allow, especially to small businesses, to establish effective marketing strategies in relation to the real preferences of consumers and the decision-making process of choice put in place by them. In order to achieve this, the influence of all the variables on the “satisfaction of wine consumption” result was evaluated. The strength of this paper is the use of an adequate statistical approach based on the use of models, typical of inferential statistics, to reach conclusions that can be extended to the entire population of wine growers.