Further exploration of subjective knowledge in the wine sector
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 15 August 2016
Abstract
Purpose
This paper aims to discuss methodological issues with the measurement of subjective wine knowledge (SWK). The current study offers deeper insights into the relationship between SWK and consumer perceptions of benefits and purchase/consumption habits.
Design/methodology/approach
An empirical study of US winery visitors was conducted, comprising surveys using a structured self-administered written questionnaire and trained field researchers. A sample of 734 surveys was used in subsequent exploratory and confirmatory analysis of the relationships between SWK and an array of consumer perceptions and wine consumption behaviors.
Findings
The majority of respondents were older, female, more highly educated, of the professional or executive class and possessing higher incomes. Slightly over half of the sample professed no or basic knowledge of wine and grape types or wine regions and geography. In general, respondents rated personal benefits of wine consumption higher than they did symbolic or social benefits. The level of SWK, from novice to advanced, was significantly and positively associated with the frequency of visits to wineries (experience), with wine-focused published external information sources and with a majority of perceived benefits.
Originality/value
The primary value of the study is to support marketing strategy by addressing the measurement of SWK. Knowledgeable consumers recognize more types of benefits, i.e. personal, symbolic and social and, thus, can more readily attest to value in a wine offering.
Keywords
Acknowledgements
Primary data were collected through the sponsorship of North Carolina Department of Commerce. Division of Tourism, Film and Sports Development.
Citation
Canziani, B., Hwang, J. and Byrd, E.T. (2016), "Further exploration of subjective knowledge in the wine sector", International Journal of Wine Business Research, Vol. 28 No. 3, pp. 246-265. https://doi.org/10.1108/IJWBR-09-2015-0033
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited