The role of gender and occasion on the frequency of wine consumption

Carlos Peixeira Marques, Ana Teresa Bernardo Guia

Abstract


To assess how the buyers’ gender and the occasion in which the wine is consumed influence the frequency of consumption stated by the buyer, the research presented here has developed and validated a structural model that included as mediating variables the subjective knowledge regarding the category and motivations to consume. Empirical data was collected from a sample of 523 buyers just after purchasing in major retail areas of Lisbon and Oporto.
The results show that the frequency of consumption is explained mainly by consumption occasion in the context of an everyday meal, and that there is also a very significant effect of motivation for sensory gratification. The subjective knowledge proved to be a key element in consumer behaviour, both by its influence on the motivations and by its influence on the consumption frequency. It is suggested that wine marketing to regular buyers should reinforce their perception of self-efficacy, which is usually associated with high levels of perceived knowledge in a product category


Keywords


Wine consumer behavior, perceived knowledge, gender, motivation to consume wine, consumption occasions

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