The focus in this thesis is on the possibilities to increase consumer involvement in the purchase of wine. The purpose is to determine factors there are affecting the consumer, by examining the initiatives that are increasing the involvement in the purchase situation. This paper seeks to identify the drivers behind low-involvement consumers buying intentions. The theoretical framework covers consumer behavior, wine consumers involvement, consumer risk perception and how involvement affects buying behavior. Secondary data includes existing surveys and articles within the field of wine consumerism. Through this research the following drivers which affect involvement are identified: Person- , object- and situational factors. Those factors are linked to have an effect on buying behavior. Based on theories from the desk research my method was to conduct a quantitative questionnaire with the purpose of conducting a representative analysis of the Danish consumers. The questionnaire was distributed electronically by using the software TricTrac, and by broadcasting through an e-mailing list with a request to forward it. With this snowball method I got 324 replies, where the respondents represent the Danish population in favor of age, price preference and favorite wine country. By applying statistical methods as cluster-, factor- and multivariable regression analysis it is possible to answer the identified research question and hypothesis. Thereby drawing conclusions on the Danish consumer involvement regarding the purchase of wine. After completing the analysis three consumer segments are deduced: Connoisseurs, pleasure-oriented wine drinkers and basic wine drinkers. The scope is on basic wine drinkers who have low involvement in purchasing wine and the focus is on what factors can be used to raise the involvement. The conclusions from my analysis show, that social gatherings with food have the biggest impact in raising involvement with low involvement consumers. Second is the effect from consumer personal ego and values. The buying behavior is also directly affected by social gatherings with food. Finally this study confirms that the existing studies made by Bruwer (2007), Charteters (2008) and Ritchie (2007) apply for the Danish consumers’ behavior.
|Educations||MSc in Economics and Marketing, (Graduate Programme) Final Thesis|
|Number of pages||142|