The Impact Of Consumer Behavior In The Wine Industry

Submitted By evan_pazur
Words: 463
Pages: 2

Article Summary Within the modern day wine industry, producers are attempting to discover what influences the consumer’s purchase intention throughout the process of selecting their wine. This article provides valuable information that pertains to the several aspects that would impact the consumers’ decision-making process within the wine market. Once producers have uncovered this critical knowledge, it will be extremely viable to the development of wine. Barber, Ismail, & Taylor (2007), attempted a study to better comprehend consumer behavior in the wine market regarding the aspects of front label design and customer self-confidence. In a recent analysis by Barber, Ismail & Taylor (2007), they have found that within the United States there has been a massive increase in wineries beginning to immerge on the market, which has in-turn created a major growth in demand resulting in pressure on other major countries that produce wine. By understanding exactly what the consumer is looking for, this can assist wine establishments to discover the purchase intentions of the consumer and have it integrated within their development of marketing strategies (Barber, Ismail & Taylor, 2007). In a study within the American wine market, consumers have found that the label of a bottle is an essential aspect to better understanding a wine by clarifying some intuitive attributes including: country of origin, grape variety, vintage, brand name, and price (Barber, Ismail & Taylor (2007). The label on a bottle of wine is the first impression a consumer has. Therefore, it is tremendously important to integrate eye-catching appearances and easy to read labels in order to stand out to a customer on a largely competitive retail shelf (Barber, Ismail & Taylor, 2007). For most wine consumers, it can be difficult and frustrating to select the wine that you will truly be satisfied with. According to Barber, Ismail & Taylor (2007), a consumers self-confidence can play a major role in their decision process because most consumers are particularly intimidated when it comes to wine purchases. A consumer who has low