Title: Wine preferences and perceptions during the COVID-19 pandemic: an empirical study of self-image and demographics preferences

Authors: Alan D. Smith

Addresses: Department of Marketing, Robert Morris University, Moon Township, PA 15108, USA

Abstract: The purpose of this research is to examine the preferences, images, and attitudes held by wine consumers and the effects they have on consumer purchasing behaviour to assess potential marketing strategies for wine product companies. The current COVID-19 global pandemic may have significantly impact previous patterns of wine consumption. A consumer behaviour segmentation model (Johnson and Bruwer, 2007) was be used in this study to analyse consumer behaviour in wine consumption and purchasing. This model provides an analytical framework that marketing efforts may use to identify wine-related purchasing behaviour. It found several significant relationships among gender, age, and preferred types of wine, self-images mature wine consumers held of wine' and the locations/occasions where wine is consumed; and several factors that influence wine purchases and their correlation with the amount spent on wine per month as well as the location where wine is purchased using MANOVA, Chi-square, and Pearson's R techniques.

Keywords: consumer behaviour; COVID-19; MANOVA; wine industry.

DOI: 10.1504/IJBSR.2023.129197

International Journal of Business and Systems Research, 2023 Vol.17 No.2, pp.143 - 171

Received: 10 Nov 2020
Accepted: 21 Nov 2020
Published online: 01 Mar 2023 *

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