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Consumer attitudes and sensory perceptions of wine : a South African cross-cultural study

dc.contributor.advisorNieuwoudt, Heleneen_ZA
dc.contributor.advisorBauer, Florianen_ZA
dc.contributor.advisorTerblanche, Nicen_ZA
dc.contributor.advisorValentin, Dominiqueen_ZA
dc.contributor.authorWeightman, Carla Jayneen_ZA
dc.contributor.otherStellenbosch University. Faculty of AgriSciences. Dept. of Viticulture and Oenology. Institute for Wine Biotechnology.en_ZA
dc.date.accessioned2018-02-23T08:49:34Z
dc.date.accessioned2018-04-09T06:58:04Z
dc.date.available2018-02-23T08:49:34Z
dc.date.available2018-04-09T06:58:04Z
dc.date.issued2018-03
dc.identifier.urihttp://hdl.handle.net/10019.1/103475
dc.descriptionThesis (PhDAgric)--Stellenbosch University, 2018.en_ZA
dc.description.abstractENGLISH ABSTRACT: The wine consumer landscape has changed in South Africa since 1994. Historically, some population groups had more access and greater cultural affinity for the product “wine”, but such historical patterns are rapidly changing, particularly in urban areas. South Africa has a low per capita wine consumption, but industrial research has shown that there is potential for growth. The wine industry is therefore aiming to become more consumer-driven, in order to increase domestic wine consumption. Consequently, the need for consumer research has increased. Only limited published data is available on South African wine consumers and their consumption habits. The general aim of this study was therefore to do a broad exploration of current wine consumers’ perceptions of wine. This study had a few objectives, firstly to use focus groups to obtain a better understanding of South African wine consumers from different ethnic backgrounds (Black African and Caucasian), with a focus on perceptions, style preferences, context of enjoyment, purchase and consumption patterns, and journeys towards wine consumption. Secondly to develop a questionnaire in order to investigate motivations for wine consumption on a larger scale. Thirdly to compare consumers’, trained assessors, and industry professionals’ sensory perceptions of wine. Lastly to look at the influence of cultivar name on consumer liking. The results of the focus groups showed that the predominant differences occurred between male and female consumers. With regards to ethnicity, this study did not reflect a large distinction between the different ethnic groups. Overall, the wine choice questionnaire showed motivations for drinking wine between the consumer groups to be similar. The social, sensory appeal and ethical concern factors were the three most important motivational factors for South African wine consumers. The industry professionals, trained assessors, and consumers gave very similar answers and distinguished between the sample set of wines in a similar fashion. Consumers that participated in this study mostly described themselves as novices and only somewhat knowledgeable. For them, knowing the cultivar name did not significantly change the way they described the samples, nor did it significantly alter their liking. Even though the samples were all different cultivars made in different styles, on average they were all received positively. This is the first study to focus on understanding the changed landscape of SA wine consumers. The knowledge gained made a significant contribution towards a better understanding of South African consumers’ perceptions of wine, and also highlights directions for future studies.en_ZA
dc.description.abstractAFRIKAANSE OPSOMMING: Die wynverbruikersprofiel in Suid-Afrika het verander sedert 1994. Histories het sekere populasiegroepe meer toegang en ‘n groter kulturele affiniteit tot die produk “wyn” gehad, maar hierdie neiging verander tans vining, veral in stedelike gebiede. Suid-Afrika het ‘n lae per kapita wynverbruik, maar industriële navorsing toon dat daar potensiaal is vir groei. Daarom strewe die wynindustrie daarna om meer verbruikersgedrewe te raak om sodoende huishoudelike wynverbruik te verhoog. Gevolglik het die behoefte aan wynverbruikersnavorsing toegeneem. Daar is tans ‘n beperkte aantal gepubliseerde artikels oor Suid-Afrikaanse wynverbruikers se persepsies en hul verbruikersgewoontes. Die oorhoofse doelwit van hierdie projek was dus om ‘n breë ondersoek na die huidige wynverbruikersprofiel te doen. Hierdie studie het ‘n paar doelwitte gehad; eerstens om fokusgroepe te gebruik om ‘n beter begrip van Suid-Afrikaanse wynverbruikers van verskillende etniese agtergronde (Swart, Afrikaner en Kaukasiër, Wit) te kry, met spesifieke fokus op persepsies, stylvoorkeure, konteks waarin wyn gebruik word, aankoop- en verbruikerspatrone, sowel as die persoonlike reis na wynverbruik. Die tweede doelwit was om ‘n vraelys te ontwikkel wat gebruik kan word om motiverings vir wynverbruik op ‘n groter skaal te ondersoek. Die derde doelwit was om verbruikers, opgeleide wynevalueerders en industriekenners se persepsies van wyn te vergelyk en laastens om die invloed van “wynkultivar” op verbruikers se sensoriese persepsies en hedoniese ervaring van wyn te ondersoek. Die resultate van die fokusgroepe het getoon dat die oorheersende verskille voorgekom het tussen manlike en vroulike verbruikers. Hierdie studie het nie groot verskille tussen die verskillende etniese groepe wat ondersoek is, se wynverbruikersprofiele getoon nie. Oor die algemeen het die wynkeusevraelys getoon dat motiverings vir wynverbruik tussen die verskillende verbruikersgroepe eenders was. Die sosiale en sensoriese aanvaarbaarheid en kommer rondom etiese aspekte was die drie belangrikste motiveringsfaktore vir Suid-Afrikaanse wynverbruikers. Vir die derde doelwit, naamlik die vergelyking van verskillende groepe se sensoriese persepsies en hedoniese ervaring van verskillende kultivarwyne, is daar gevind dat die industriekenners, opgeleide wynevalueerders en verbruikers soortgelyke antwoorde gegee het en dat die onderskeie groepe op dieselfde wyse tussen die stel steekproefwyne onderskei het. Verbruikers wat deelgeneem het aan hierdie studie het hulself meestal beskryf as beginners in wynverbruik en net ietwat kundig oor wyn. Om bewus te wees van die kultivarnaam (ingeligte proe) het nie die manier waarop verbruikers die wyne beskryf het, asook die hedoniese aanvaarbaarheid van die wyne noemenswaardig verander nie. Oor die algemeen is al die wyne positief ervaar, selfs al was elke wyn in ‘n verskillende kultivarstyl geproduseer. Hierdie is die eerste studie wat gestrewe het om die veranderende Suid-Afrikaanse wynverbruikersprofiel beter te verstaan. Die kennis wat opgedoen is het ‘n aanmerklike bydrae gelewer tot die begrip rondom Suid-Afrikaanse verbruikers se persepsies van wyn en beklemtoon ook die rigting wat toekomstige verwante studies kan neem.af_ZA
dc.format.extent134 pages : illustrationsen_ZA
dc.language.isoen_ZAen_ZA
dc.publisherStellenbosch : Stellenbosch Universityen_ZA
dc.subjectWine and wine making -- South Africaen_ZA
dc.subjectWine consumer attitudes -- South Africaen_ZA
dc.subjectWine industry -- South Africaen_ZA
dc.subjectUCTDen_ZA
dc.titleConsumer attitudes and sensory perceptions of wine : a South African cross-cultural studyen_ZA
dc.typeThesisen_ZA
dc.rights.holderStellenbosch Universityen_ZA


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