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    Wine purchasing: Planned or unplanned behaviour

    Forbes, Sharon L.
    Abstract
    This exploratory research examines the planned and unplanned wine purchasing behaviour of consumers across four nations and identifies the factors that influence whether wine is a planned or unplanned purchase. A structured questionnaire and intercept interview technique were used to obtain information from 399 respondents inside supermarkets, liquor stores and specialty wine stores in New Zealand, Australia, the United Kingdom and the United States. The findings reveal that a majority of consumers do plan to purchase wine before they enter a store. Discounted prices and bottle or label designs were more important to those consumers who made unplanned wine purchases. Factors such as wine knowledge, wine involvement and various demographic characteristics were found to have no significant influence on the proportion of planned to unplanned wine purchasing behaviour. This research suggests to marketers that discount pricing is a strategy that can lead consumers to making unplanned wine purchase decisions.... [Show full abstract]
    Keywords
    planned; unplanned; purchasing; wine
    Fields of Research
    1505 Marketing; 150507 Pricing (incl. Consumer Value Estimation); 200203 Consumption and Everyday Life
    Date
    2014-06
    Type
    Working Paper
    Collections
    • Faculty of Agribusiness & Commerce Working Paper series [19]
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