Doctoral Degrees (Institute for Wine Biotechnology)

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Browsing Doctoral Degrees (Institute for Wine Biotechnology) by Subject "Consumer risk perception"

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    Exploring consumers’ risk perception in wine retail decision-making : insights for Chenin blanc
    (Stellenbosch : Stellenbosch University, 2019-04) Van der Colff, Nadia; Nieuwoudt, Helene; Pentz, Chris; Stellenbosch University. Faculty of Agrisciences. Dept. of Viticulture and Oenology. Institute for Wine Biotechnology.
    ENGLISH ABSTRACT: South Africa is a large wine producing country without a wine-drinking culture. Therefore, the development of the domestic wine market is a priority of the Wine Industry Strategic Exercise (WISE). The study of risk perception is known to provide insights, valuable for marketing initiatives aiming to gain market share. Previous researchers identified significant perceived risks and risk-reducing strategies for wine as a generic category. However, this study was a pioneering effort to explore and describe consumer risk perception of a specific wine varietal. Chenin blanc, South Africa’s most planted wine grape variety, accounts for 23% of all varieties crushed for wine production. However, from 2011-2017, domestic Chenin blanc sales appeared to be low in the South African 750ml bottled white wine category. Therefore, the aim of this study was to explore and describe consumers’ perceived risk of Chenin blanc wine. As South African consumers purchase wine primarily from retail stores, the study focused exclusively on consumers’ retrospective, in-store decision-making of white wine. An exploratory sequential mixed methods research approach was followed. Using semi-structured, personal interviews, consumers of white wine (n=8) were firstly interviewed to gain an understanding of Chenin blanc perceptions. Qualitative data, in combination with theory, were used to develop a measurement instrument, utilised in the sequential core quantitative phase. The measurement instrument was pilot tested (n=62) to assess internal reliability. Consequently, an online survey was used to collect data from a sample (n=2051) of wine consumers. Statistical analysis confirmed that the scales used were valid and reliable. Being the first instrument to measure wine varietal-specific perceived risk, further recommendations were made to improve some construct items. The results show that there were significant differences in consumers’ quality perception, subjective knowledge, purchase frequency and perceived goodness-of-fit for occasions between white wine varietals. Based on a comparison between Chenin blanc and the white wine category in general, Chenin blanc was perceived to be less available with a lower amount of information available, while respondents indicated to be more risk averse and lacking self-confidence to evaluate Chenin blanc in a purchase situation. The main perceived risks in the case of Chenin blanc were functional, time and financial risks, while respondents indicated to use another wine varietal as a risk-reducing strategy. Age appeared to have little influence on respondents’ Chenin blanc perceived risk, but there were significant differences between ethnic groups’ Chenin blanc perceived risk. Potential target markets for Chenin blanc were identified with strategies recommended to reduce Chenin blanc perceived risk. Results of this study make a valuable contribution, not only to the South African wine industry, but also to the international body of knowledge on consumers’ wine decision-making. The exploratory sequential mixed methods research approach and varietal-specific measurement instrument can be replicated to study other struggling varietals or even regions-of-origin aiming to gain market share. The target market identified, with strategies to reduce Chenin blanc-specific perceived risks, can be used by the South African wine industry to develop a Chenin blanc marketing plan, aiming to increase market share.