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Some interesting facts on how South Africans choose their wine
Author: Corporate Communication & Marketing / Korporatiewe Kommunikasie & Bemarking [Alec Basson]
Published: 06/07/2021

Taste, recommendations from friends and experts, grape variety and brand are just some of the things South Africans consider when buying a bottle of wine.

This is according to Prof Marlize Terblanche-Smit from the University of Stellenbosch Business School who delivered her virtual inaugural lecture recently. She talked about Modelling Consumer Choice Behaviour: A South African Wine Case.

Terblanche-Smit said wine drinkers who participated in her study rated “tasted the wine previously", “someone recommended it", “grape variety" and “brand name" as some of the most important wine attributes that influence their purchase decisions. “Alcohol level below 13%" was rated as the least important factor.

 
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Terblanche-Smit mentioned that for non-premium consumers “grape variety" was important but not so much the “Origin of wine". Premium consumers, on the other hand, placed more emphasis on the latter and also paid closer attention to a particular brand. They would usually pay a minimum of R200 for a bottle of wine.

She said her research showed that non-premium consumers didn't focus so much on promotional displays in retail stores when they buy wine.

Terblanche-Smit did point out that there was a significant difference in monthly income between premium and non-premium groups which reaffirms that wine price was a primary differentiating factor between them.

She said marketers, wineries and retailers should consider these findings to target premium and non-premium wine consumers separately.

“Knowledge of consumer behaviour and purchase decisions based on product or brand choices are crucial to marketers in attaining market success, brand loyalty and consumer value."

Although Terblanche-Smit acknowledged that modelling consumer choice behaviour pertaining to wine is complex, she said it was important because it could help to identify significant product attributes wine drinkers were looking at.

She offered a few practical tips for marketers, wineries and retailers in this regard.

“In order to influence consumer choices, retailers can use the most important wine attributes identified to organise their wine area accordingly, i.e. they can have recommended wines because recommendation was a strong driver of choice.

“It is important for the wine industry and marketers to create opportunities for trials. Wine festivals or tastings at wine cellars can be used to create trials. Premium consumers will be more likely to buy directly from a wine farm or wine cellar. Tasting opportunities should be created during consumer purchasing processes to influence choice.

“Also, they could give information on taste profiles and make recommendations on food pairing.  Grape varieties and brand name could also be used to actually explain more about a particular wine and to get a taste profile that the consumer understands.

“Since non-premium consumers usually rely on communication from reference groups like family, friends and bloggers, wine makers can reach them through social media," Terblanche-Smit added.

“Premium wine consumers mostly rely on recommendations from people who they believe give them advice on wine and brands that will enhance their image. They prefer specialised wine magazines, and expert advice from wine makers."

  • Photo by Vinotecarium at Pixabay.