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

• Published in: Innovative marketing 2022-01, Vol.18 (2), p.120-134
• Main Authors: Ravikumar, Anagha, Malik, Sushant, Chitnis, Asmita, Paul, Dipen, K. Mishra, Dharmesh
• Format: Article
• Language: English
• Subjects: attitudes; developing countries; gender; market segmentation; non-consumers; perception
• ISSN: 1814-2427; 1816-6326
• DOI: 10.21511/im.18(2).2022.11

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.