Exploring consumers’ risk perception in wine retail decision-making : insights for Chenin blanc

Van der Colff, Nadia (2019-04)

Thesis (PhDAgric)--Stellenbosch University, 2019.

Thesis

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.

AFRIKAANSE OPSOMMING: Suid-Afrika is ‘n groot wynproduserende land sonder ‘n wyndrink-kultuur. Daarom is die ontwikkeling van die plaaslike wynmark ‘n prioriteit van die “Wine Industry Strategic Exercise” (WISE). Die studie van risiko-persepsie is bekend om waardevolle insae vir bemarkingsinisiatiewe, ten doel om markaandeel te vergroot, te lewer. Vorige navorsers het betekenisvolle waargenome risiko’s asook risiko-verminderingstrategieë vir wyn as generiese kategorie geïdentifiseer. Hierdie studie is egter ‘n eerste om verbruikers se risiko-persepsie van ‘n spesifieke wynvariëteit te ondersoek en te beskryf. Chenin blanc, Suid-Afrika se mees aangeplante wyndruifvariëteit, verteenwoordig 23% van alle variëteite wat vir wynproduksie gepars word. Maar, van 2011-2017, blyk plaaslike Chenin blanc verkope in die Suid-Afrikaanse 750ml witwyn bottelkategorie laag te wees. Vir hierdie rede was die doel van hierdie studie om verbuikers se risiko-persepsie van Chenin blanc te ondersoek en te beskryf. Omdat Suid-Afrikaanse verbruikers wyn grotendeels by kleinhandelwinkels aankoop, het hierdie studie eksklusief op verbruikers se retrospektiewe besluitneming van witwyn binne die winkelomgewing gefokus. ‘n Eksploratiewe, opvolgende gemengde metode navorsingsbenadering is gevolg. Om Chenin blanc persepsies te verstaan, is semi-gestruktureerde, persoonlike onderhoude eerstens met verbruikers van witwyn (n=8) gevoer. Kwalitatiewe data, in kombinasie met literatuur, is gebruik om ‘n meetinstrument te ontwikkel wat in ‘n opvolgende kern kwantitatiewe fase gebruik is. Die meetinstrument is onderwerp aan ‘n loodstudie (n=62) om interne betroubaarheid te toets. Daarna is ‘n aanlynopname gebruik om data in te samel onder ‘n steekproef (n=2051) van wynverbruikers. Skale se geldigheid en betroubaarheid is deur statistiese analise bevestig. Omdat hierdie instrument die eerste is om wynvariëteit-spesifieke risiko persepsie te meet, is verdere aanbevelings gemaak om sommige konstrukitems te verbeter. Die resultate dui op betekenisvolle verskille wat betref verbruikers se kwaliteitspersepsie, subjektiewe kennis, aankoopfrekwensie en voorkeurkeuse vir geleenthede tussen witwynvariëteite. Gebasseer op ‘n vergelykig tussen Chenin blanc en die witwynkategorie oor die algemeen, is daar ‘n persepsie dat Chenin blanc minder beskikbaar is, ook met minder inligting, terwyl respondente aangedui het dat hul meer risiko-vermydend optree en laer selfvertroue het om Chenin blanc in ‘n aankoopsituasie te evalueer. Die grootste waargenome risiko’s in die geval van Chenin blanc was funksioneel-, tyd- en- finansiële risiko’s terwyl respondente aangedui het om ‘n ander wynvariëteit as ‘n risiko-verminderingstrategie te gebruik. Ouderdom het minimale invloed op respondente se Chenin blanc risiko-persepsie gehad, maar daar was betekenisvolle verskille tussen etniese groepe se Chenin blanc risiko-persepsie. Potensiële teikenmarkte is vir Chenin blanc geïdentifiseer met aanbevelings vir strategieë om Chenin blanc risiko-persepsie te verlaag. Resultate van hierdie studie maak ‘n waardevolle bydrae, nie net vir die Suid-Afrikaanse wynbedryf nie, maar ook vir die internasionale liggaam van kennis oor verbruikers se wynbesluitneming. Die eksploratiewe opvolgende gemengde metode navorsingsbenadering en variëteit-spesifieke meetinstrument kan genaboots word om ander sukkelende variëteite of streke van oorsprong wat markaandeel wil vergroot, te ondersoek. Met die doel om markaandeel te vergroot, kan die geïdentifiseerde teikenmark, met strategieë om Chenin blanc-spesifieke waargenome risiko’s te verlaag, deur die Suid-Afrikaanse wynbedryf gebruik word om ‘n bemarkingsplan vir Chenin blanc te ontwikkel.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/105898
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