Wine purchasing decisions in India from a consumer’s perspective: An analysis of influencing factors on the buying behavior

  • 910 Views
  • 552 Downloads

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License

This paper analyzed the factors affecting consumers’ purchase intentions and decisions while purchasing wine. The study was performed based on the primary data collected with the help of a survey and a structured questionnaire using convenience sampling. A total of 120 respondents above 21 years old across India who were wine consumers and likely to purchase wine were the study population. Exploratory factor analysis, confirmatory factor analysis, descriptive analysis, and cluster analysis were the main methods used to analyze the data. The information gathered was subjected to further quantitative analysis using SPSS. Kaiser-Meyer-Olkin Measure (KMO) of sampling adequacy was 0.759, and Cronbach’s alpha was 0.817 indicating high reliability of the study. Factor analysis brought out six essential factors affecting the wine purchase decisions of Indian consumers. They are as follows: quality concerns, consumption preferences, consumption deterrents, consumption reasons, social factors, and risk factors. Furthermore, the study found that the purchase intentions of Indian wine consumers are affected by the attitude and awareness of consumers. The cluster analysis further helped to divide the Indian wine market into three segments, i.e., regular consumers comprising 44.2%, non-consumers comprising 29.2%, and occasional consumers comprising 26.7%. A few of the key factors influencing wine purchase are attributes and knowledge of the wine ingredients. In addition, friends and family play an important role in wine purchasing decisions.

view full abstract hide full abstract
    • Figure 1. Conceptual framework of different factors and sub-factors
    • Figure 2. Model of hypotheses and variables
    • Figure 3. Confirmatory factor analysis
    • Table 1. Demographic profiling of wine consumers
    • Table 2. Variables, factors, and reliability
    • Table 3. Outcome of confirmatory factor analysis
    • Table 4. Relation among the variables
    • Table 5. Percent of cases in each cluster
    • Table 6. Final cluster centers
    • Table 7. Cross-tabulation of demographic variables and the clusters
    • Conceptualization
      Anagha Ravikumar, Dipen Paul, Dharmesh K. Mishra
    • Data curation
      Anagha Ravikumar
    • Formal Analysis
      Anagha Ravikumar, Dharmesh K. Mishra
    • Methodology
      Anagha Ravikumar, Sushant Malik, Asmita Chitnis, Dharmesh K. Mishra
    • Validation
      Anagha Ravikumar, Asmita Chitnis, Dipen Paul, Dharmesh K. Mishra
    • Writing – original draft
      Anagha Ravikumar, Sushant Malik
    • Writing – review & editing
      Anagha Ravikumar, Sushant Malik, Asmita Chitnis, Dipen Paul, Dharmesh K. Mishra
    • Software
      Sushant Malik, Dipen Paul
    • Supervision
      Sushant Malik, Asmita Chitnis, Dharmesh K. Mishra
    • Investigation
      Asmita Chitnis, Dipen Paul, Dharmesh K. Mishra
Related Articles

  • Barriers to effective value chain management in developing countries: new insights from the cotton industrial value chain

    Arthur MapangaORCID , Collins Ogutu Miruka , Nehemiah Mavetera doi: http://dx.doi.org/10.21511/ppm.16(1).2018.03
    Problems and Perspectives in Management Volume 16, 2018         Issue #1         pp. 22-35 Views: 2305 Downloads: 815 TO CITE АНОТАЦІЯ

    A rigorous and extensive application of the value chain management (VCM) has become the vogue in modern day business practices and processes. However, due to the complex and multidimensional nature of value chains, achieving efficient and effective value chain management in real value chains remains a major conundrum for practitioners. Many unknown barriers continue to impede effective and efficient value chain management in developing countries’ industrial value chains. The purpose of this study was to find out the common barriers to effective value chain management in a developing country’s industrial value chains using evidence from the cotton industry in Zimbabwe. The analysis was based on survey data sets obtained from 157 purposively sampled experts from the cotton industry value chain in Zimbabwe. Exploratory factor analysis was used to find the barriers to effective value chain management. The results revealed both architectural and governance barriers to effective value chain management. The findings also presented major policy implications for industrial value chains in the developing countries and also indicated areas for further robust research founded on a broader data set from other developing countries’ industrial chains as a way of validating the findings of this study.

  • Adoption of Mobile Banking and Perceived Risk in GCC

    Kavita ChavaliORCID , Ajith KumarORCID doi: http://dx.doi.org/10.21511/bbs.13(1).2018.07
    Banks and Bank Systems Volume 13, 2018         Issue #1         pp. 72-79 Views: 2296 Downloads: 505 TO CITE АНОТАЦІЯ

    The study deals with the adoption of mobile banking services by respondents in UAE and the perception of risk factors by them. A model was developed on the Customer Adoption Process of mobile banking. The model is validated based on the data collected using the questionnaire from a sample of 90 respondents in UAE. Factor analysis is used to evaluate and analyze the responses. Belief in technology and the value it creates are the major driving force for respondents to adopt mobile banking. Respondents perceive that mobile banking helps in proper financial planning due to continuous monitoring the transactions and time saving. Lack of privacy in the mobile banking transactions and not all banks offering mobile banking services in UAE are the major challenges perceived by the respondents for non-adoption of mobile banking. Respondents identify time risk, financial risk and performance risk as the most predominant risk factors compared to other risks in the adoption process.

  • Discovering the values of generation X and millennial consumers in Indonesia

    Arief HelmiORCID , Vita SarasiORCID , Umi KaltumORCID , Yogi SuhermanORCID doi: http://dx.doi.org/10.21511/im.17(2).2021.01
    Innovative Marketing Volume 17, 2021         Issue #2         pp. 1-8 Views: 1980 Downloads: 2556 TO CITE АНОТАЦІЯ

    Millennials and Generation X (Gen-X) are the fastest-growing market segment in Indonesia. The study aims to discover the salient values of those generations and to investigate their value differences. Data were obtained via questionnaires from 200 respondents of each generation. The questionnaires measure the importance of the values of each generation, consisting of nine values from the List of Values established by Kahle (1986), namely Sense of belonging, Excitement, Being well respected, Fun and enjoyment, Security, Self-fulfillment, Self-respect, Warm relationships with others, and Sense of accomplishment. This study employed factor analysis to identify sets of values representing their underlying values. This method resulted in three inherent values of Gen X and two of Millenials. Gen X shows the importance of Achievement, Family enjoyment, and Social relationship. Meanwhile, the Millennials are conspicuous by the values of Social recognition and Self-pleasing. Companies that choose Gen X as their target market can use their above-mentioned values to be expressed in their marketing strategies. Meanwhile, those who choose Millennials may use the two inherent values of this generation. This study fills a research gap on the characters of the emerging young generation segments in the country that can be adopted to generate market segment characters in the country.

    Acknowledgment
    This work was funded by a research grant from the Universitas Padjadjaran, Indonesia.

Download Preview
Close
Innovative Marketing
Innovative Marketing