Browsing by Author "Weightman, Carla Jayne"
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- ItemConsumer attitudes and sensory perceptions of wine : a South African cross-cultural study(Stellenbosch : Stellenbosch University, 2018-03) Weightman, Carla Jayne; Nieuwoudt, Helene; Bauer, Florian; Terblanche, Nic; Valentin, Dominique; Stellenbosch University. Faculty of AgriSciences. Dept. of Viticulture and Oenology. Institute for Wine Biotechnology.ENGLISH 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.