Consumer Attitudes and Behaviors towards Wine Purchases: Purchase Patterns

By: Abby Miller

This post describes survey participant purchasing patterns and outlets from which wines were purchased. Based on data collected from 1,183 consumers who participated in an Internet survey (20-25 September 2013), participants purchased wine anywhere from “daily,” to “a few times a week,” to only “a few times a year.” Outlets where consumers purchased wine differed depending on their state of residence, specific wine variety purchased, and other attributes.

Wine store

Wine store

Figure 1 depicts the percent distribution of how often consumers reported purchasing wine annually. The group with the greatest percentage of participants, 34.1% of respondents, indicated that they purchased wine “a few times a year,” followed by those who purchased wine “once a month” (22.4%). Though it is the smallest category, 2.2% of participants responded that they purchased wine “daily.” Although 2.2% is a small percentage, there are some consumers that purchase wine every day, which can create opportunities for wineries to market to this type of consumer.

Figure 1. Annual wine purchasing patterns for survey participants

Figure 1. Annual wine purchasing patterns for survey participants

Purchasing frequncy was segmented based on pariticpant age range with a few significant differences detected (Table 1). Looking at the data, more participants age 25 to 34 had purchased wine “daily” (4.7%) compared to particiapnts age 35 to 44 and those age 45 to 64. There were no differences based on age range for percent of particpants who purchased wine “a few times a week” to “about once a month,” whereas a greater percent of participants age 45 to 64 (39.8%) had purchased wine “a few times a year” compared to parcipants age 25 to 34 (30.0%).

Table 1. During an average year, frequency which participants purchased a 750mL bottle of wine, based on age range.  "z" - Percents with different letters within rows (e.g. “daily,” “a few times a week”) represent ANOVA tests where values are significantly different at the level of P ≤0.05

Table 1. During an average year, frequency which participants purchased a 750mL bottle of wine, based on age range.
“z” – Percents with different letters within rows (e.g. “daily,” “a few times a week”) represent ANOVA tests where values are significantly different at the level of P ≤0.05

Why might a winery be interested in such data? By knowing how often your consumers purchase your wine, and perhaps how often they visit your winery, promotions and marketing strategics can be developed to encourage more frequent visits. For example, if you find that customers purchase your wine “a few times a year” and you would rather they purchase “about once a month” (or more often) consider a promotion or incentive that not only encourages multiple bottles to be purchased during a tasting room visit, but encourages multiple tasting room visits within a calendar year.

Tasting room

Tasting room

Consider different strategies that not only encourage tasting room visitors to purchase multiple bottles of wine during their visits, but also to increase the number of visits per year.

An objective of this research is to also better understand purchasing of wines produced in New Jersey, New York, and Pennsylvania. Figure 2 compares the outlets where participants purchased wine from the three states, collectively. It is clear that New York survey participants purchased wine mainly from retail liquor stores (58.1%), which is significantly greater than purchases made by Pennsylvania and New Jersey residents who purchased from this type of outlet.

Figure 2. Comparison of outlets which participants report purchasing wines produced in New Jersey, New York, and Pennsylvania.  "z" - Percents with different letters within columns (e.g. “I do not purchase this wine,” “winery’s tasting room”) represent ANOVA tests where values are significantly different at the level of P ≤0.05

Figure 2. Comparison of outlets which participants report purchasing wines produced in New Jersey, New York, and Pennsylvania.
“z” – Percents with different letters within columns (e.g. “I do not purchase this wine,” “winery’s tasting room”) represent ANOVA tests where values are significantly different at the level of P ≤0.05

The next blog post will explore our survey participants’ wine consumption patterns, including changes in consumption during the past three years, what influences consumption, and occasions for which wine is consumed.

 

 

Abigail Miller is a Master’s student at Penn State University, specializing in wine marketing. Her interests lie mainly within understanding the marketing and social media strategies appropriate for independent wineries, but she also enjoys learning about the production and wine making side of the business. Her hope is to one day become knowledgeable in all aspects of running a winery.

Research & Thesis Advisory Team:

  • Dr. Kathleen Kelley, Professor, Horticultural Marketing and Business Management, The Pennsylvania State University
  • Dr. Jeffrey Hyde, Professor, Agricultural Economics, The Pennsylvania State University
  • Ms. Denise Gardner, Extension Enologist, Department of Food Science, The Pennsylvania State University
  • Dr. Brad Rickard, Assistant Professor, Charles H. Dyson School of Applied Economics and Management, Cornell University
  • Dr. Ramu Govindasamy, Professor, Department of Agricultural, Food and Resource Economics, Rutgers University
  • Dr. Karl Storchmann, Clinical Professor, Economics Department, New York University; Managing Editor, Journal of Wine Economics
  • Dr. Rob Crassweller, Professor, Professor of Tree Fruit, The Pennsylvania State University

The project “Developing Wine Marketing Strategies for the Mid-Atlantic Region” (GRANT 11091317) is being funded by a USDA Federal-State Marketing Improvement Program grant, whose goal is “to assist in exploring new market opportunities for U.S. food and agricultural products and to encourage research and innovation aimed at improving the efficiency and performance of the marketing system.” For more information about the program, visit http://www.ams.usda.gov.

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