Toward a model of sparkling wine purchasing preferences

Abstract

Purpose This paper aims to provide further insight into factors influencing Australian consumers’ purchasing preferences for sparkling wine, including champagne. Design/methodology/approach Focus groups were conducted and thematic analysis was undertaken to identify factors influencing sparkling wine consumers’ purchasing preferences. Findings Personal taste was found to influence choice of a sparkling wine rather than another type of beverage, and selection of a particular style and brand of sparkling wine. Country or region of origin was found to be important, often linked to the product being champagne. Brand image, reputation and symbolism were found to influence purchase decisions (sometimes linked to consumption occasion), especially for purchases of gifts. Advice, recommendations and expert reviews, and consumption occasion also were found to influence purchase decisions. Price was found to influence style and brand of sparkling wine purchased. A high price was found to be a barrier for some participants, while other participants were found to avoid sparkling wines priced below some particular level. Thematic analysis enabled development of a preliminary model of purchasing preferences. Research limitations/implications Being exploratory in nature, findings cannot be generalised. Further studies are required to confirm the preliminary model and to evaluate the validity and significance of proposed relationships. Practical implications Findings suggest a producer could benefit from marketing a range of sparkling wines to cater to different tastes, occasions and gift purchases. Findings also confirm the importance of marketers pursuing opportunities to obtain and promote favourable expert reviews for their sparkling wines, and of identifying and promoting regional distinctiveness. Originality/value The first comprehensive model of sparkling wine consumers’ purchasing preferences has been developed. Empirical testing would enable refinement and enhance understanding.