Women wine consumers: information search and retailing implications

Abstract

Purpose The purpose of this research is to examine gender differences in information search procedures and selection criteria relative to purchase situation and social and financial risk aversion. Design/methodology/approach An online questionnaire was completed by 497 males and 877 females in the USA. A total of 88 percent of the respondents stated that they drank wine at least once per week. Participants were obtained by sending e‐mails to customer lists provided by wine‐related organizations. Findings Findings suggest that, if a consumer is unsure about making a wine selection, women are more apt than men to seek information from store personnel, a server, sommelier, or winery personnel. Labels and shelf tags are also significantly more important for women. While winery region is very important to both men and women, women rely on medals and awards more than men. Research limitations/implications Consumers who are not necessarily comfortable with using the internet would not have had an opportunity to participate in this study. Practical implications The differences by gender in the importance of and the usage of various information sources could help retailers prioritize their communication methods in US stores. Store personnel, servers, sommeliers, and winery personnel should be well‐prepared to answer questions and make recommendations. Originality/value Women buy 80 percent of the wine sold in the USA. This study helps retailers understand their preferences and how to assist them more effectively in their purchase decisions.