Insights into South African wine consumer behaviour : a mixed methods study

Gevers, Claudia (2019-04)

Thesis (MScAgric)--Stellenbosch University, 2019.

Thesis

ENGLISH ABSTRACT: South Africa is not considered a wine drinking nation. Wine is faced by competition, especially from beer and ready-to-drink beverages, for a larger share of the local alcoholic beverage market. Therefore, the wine industry is striving to increase wine consumption by becoming more consumer-oriented. However, published research on the South African wine consumer behavior is limited. During the planning stages of this study, discussions held with members of the South African wine industry confirmed that an understanding of the local wine consumer is lacking. Generation Y (born between 1981 and 1996) was identified as the emerging consumer segment that show potential for increased wine consumption. Therefore, the overall aim of this study was to gain insight into the behavior of South African wine consumers. Considering the complexity of understanding consumer behavior and the lack of studies in a South African wine context, the appeal of an exploratory sequential mixed methods design type was recognized. An initial qualitative phase was used to identify themes that should be investigated in the quantitative follow-up phase, to gain a deeper understanding of the South African wine consumer. In the first, qualitative phase of the research, seven semi-structured interviews were held with South African wine industry role-players. Thematic text analysis of the transcribed interviews was used to identify themes relating to factors that are of importance to Generation Y in making a wine selection. Six themes were identified, namely what is on or around the wine bottle is of importance, the wine’s sensory appeal is of importance, consumers want to connect to the wine personally and/or socially, consumers want to make an informed decision, consumers will look out for something they haven’t seen before, and consumers will consider the consumption and/or purchase situation. Generation Y was said to differ from older, more experienced wine consumers. The second phase of the research involved the design of a quantitative survey by building the qualitative findings into closed-ended questions and choice items for Best-worst Scaling. The survey was tested on Generation Y and their preceding generation, namely Generation X (born between 1965 and 1980). The four most important attributes (among a total of 13 attributes) in making a wine selection were the same for both generations, namely pleasant taste, followed by experienced it before, trust the brand and price. The study made a significant contribution towards validating the use of mixed methods for wine and consumer behavior research. The findings from both the qualitative and quantitative phases helped in gaining a deeper insight into the wine behavior of Generation Y consumers and highlighted generation-based differences.

AFRIKAANSE OPSOMMING: Suid-Afrika word nie as ‘n wyn-drinkende nasie beskou nie. In die Suid-Afrikaanse mark vir alkoholiese drankies kompeteer wyn veral met bier en “gereed om te drink” alkoholiese drankies om ‘n groter markaandeel. Derhalwe streef die wynbedryf om wynverbruik te verhoog deur meer verbruikersgerig te word. Gepubliseerde navorsing oor Suid-Afrikaanse wyn verbruikersgedrag is egter beperk. Tydends die beplanningsfase van hierdie studie, het gesprekke met lede van die Suid-Afrikaanse wynbedryf bevestig dat 'n in-diepte industriebegrip van die plaaslike wynverbruiker ontbreek. Generasie Y (gebore tussen 1981 en 1996) is geïdentifiseer as die opkomende verbruikersegment wat potensiaal toon vir verhoogde wynverbruik. Daarom was die oorkoepelende doel van hierdie studie om insig te verkry in die wynverbruiksgedrag van Suid-Afrikaanse Generasie Y wynverbruikers. Met inagneming van die kompleksiteit van verbruikersgedrag en die gebrek aan gepubliseerde studies in 'n Suid-Afrikaanse wyn konteks, is die geskiktheid van ‘n verkennende opeenvolgende gemengde metodes eksperimentele benadering erken. ‘n Aanvanklike kwalitatiewe fase is gebruik om temas vir verdere ondersoek te identifiseer. Hierdie temas is in die kwantitatiewe opvolg fase gebruik om beter insig in die Suid-Afrikaanse wynverbruiker te kry. In die eerste, kwalitatiewe fase van die primêre navorsing, is sewe semi-gestruktureerde onderhoude gevoer met rolspelers in die Suid-Afrikaanse wynbedryf. Tematiese teksontleding van die getranskribeerde onderhoude is gebruik om temas te identifiseer wat verband hou met faktore wat van belang is vir Generasie Y wynverbruikers wanneer ‘n wyn geselekteer word. Ses temas is geïdentifiseer, naamlik; wat op of om die wynbottel verskyn is van belang; die sensoriese aantreklikheid van die wyn is van belang; verbruikers wil persoonlik en/of sosiaal met die wyn assosieer; verbruikers wil ‘n ingeligte besluit neem; verbruikers kyk uit vir iets wat hulle voorheen nog nie gesien het nie, en verbuikers sal die geleentheid/koop situasie in ag neem. Die tweede fase van die navorsing het die ontwerp van 'n kwantitatiewe vraelys behels. Laasgenoemde is gedoen deur die kwalitatiewe bevindinge in te bou in geslote vrae en keuse items vir ‘n evaluering wat op die “Best-Worst Scaling” metode berus het. Die vraelys is vervolgens geloods op ‘n steekproef van Generasie Y en hul voorafgaande generasie, naamlik Generasie X (gebore tussen 1965 en 1980) respondente. Die vier belangrikste eienskappe (uit 'n totaal van 13) wat tydens die keuse wyn gefigureer het was identies vir beide generasies, naamlik aangename smaak, gevolg deur voorheen ervaar, vertrou die handelsmerk en prys. Die studie het 'n beduidende bydrae gemaak tot die bevestiging van die gebruik van gemengde metodes vir wyn- en verbruikersgedragnavorsing. Die bevindinge van beide die kwalitatiewe en kwantitatiewe fases het bygedra tot die ontwikkeling van ’n dieper insig in die wynverbruik gedrag van Generasie Y verbruikers en het verder generasie gebaseerde verskille uitgewys.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/105991
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