Modelling Consumer Choice Behaviour: A South African Wine Case

Increased product diversity and changing consumer demands require marketers to gain an in-depth understanding of consumer behaviour and choice – a fundamental outcome of the consumer purchasing process. Consumer behaviour is influenced by several internal and external factors, including perception and motivation (internal), and culture and marketing elements such as price and product (external). Consequently, the analysis of attribute-based product choice contributes to market and product development. The increased number of wine brands, choice of wine styles and prices as well as the complexity of wine attributes (intrinsic, relating to actual product and extrinsic, relating to variety, brand name, etc.) motivated this study. The purpose of the study was to investigate consumer choice behaviour pertaining to the extrinsic product attributes of South African wines. Primary data collection included wine consumers (minimum 18 years old; purchased wine before). A fractional experiment was used to investigate wine consumers’ attribute-based choices. Thirteen attributes were selected based on various global and local studies. A questionnaire with a best–worst measurement scale and balanced incomplete block design was utilised to gather data via social media (Facebook). Using judgement sampling, 300 responses and an additional 100 responses, after adding a screening question for premium wine consumers (paid minimum R200/bottle), were obtained. The results showed a significant difference between wine attribute scores, and “Tasted the wine previously” ranked the highest, followed by “Someone recommended it”. This study’s findings differ somewhat from those of similar global studies, given that “Origin of the wine” and “Brand name” received higher rankings in these studies. The main insights of the study may improve understanding of attributes influencing wine-buying behaviour and the influence of price effects.

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Kort biografie

Marlize Terblanche-Smit has held the position of professor at the University of Stellenbosch Business School since 1 July 2019. Marlize joined the Business School in 2013, where she mainly lectures MBA students in Strategic Marketing and Branding. She held the position of head of the MBA programme from 2014 to 2016. She is a skilled business professional with more than 25 years’ experience. She has served in senior and executive management positions in industry and senior leadership positions in academia. She consults as a strategic marketing practitioner and her industry experience includes the position of managing director of a strategic marketing consulting company and group marketing executive and general marketing manager of a global fast-moving consumer goods company in South Africa. She has supervised over 80 master’s and four PhD candidates, has published more than 40 articles in accredited journals and peer-reviewed international conference proceedings and six peer-reviewed chapters in books. Her research interests include branding, marketing communication and consumer behaviour. Marlize has a daughter, Manesha (25), and a son, Calldo (19).