An assessment of wine knowledge amongst global consumers

Abstract

Purpose – The importance of product class knowledge is well documented in consumer behaviour literature. The purpose of this study is to assess the knowledge of consumers in New Zealand, Australia, the UK and USA as it pertains to the specific product class of wine. Design/methodology/approach – The authors adapted or introduced tests to analyse consumer objective knowledge, subjective knowledge and familiarity with the product class of wine. Interviewer administered questionnaires were completed with 399 respondents inside supermarkets, general liquor stores and specialty wine stores in New Zealand, Australia, the UK and USA. Findings – The research found a positive correlation between subjective and objective knowledge, and another between familiarity and objective knowledge. Actual wine knowledge was found to be higher amongst Australian consumers than those from the other nations. Objective knowledge was also found to have significant relationships with gender, education and store choice. Research implications – The findings suggest practical implications for wine producers and marketers in terms of segmenting the market or successfully appealing to consumers based on their level of wine knowledge. Originality/value – The authors extended earlier product class knowledge research by examining wine consumers in multiple countries with regards to objective knowledge, subjective knowledge and familiarity.