Purpose

Wine consumption among women in India is gradually increasing on the back of several factors such as increased urbanization, higher disposable income, rising affluence of the people, exposure to new cultures and a gradually changing perception about wine being a healthy beverage. Eventually, this offers tremendous opportunities for wine marketers to design appropriate strategies to target Indian women consumers. However, along with this growth, there is growing need to identify the attributes that the women desire in the wines of their choice. Toward this, the current study aims to identify the wine attributes that influence the purchasing behavior of Indian women consumers.

Design/methodology/approach

In-depth interviews of 27 women wine consumers, aged between 25 to 46 years, were conducted to identify the topmost essential wine attributes. Later, a conjoint analysis using 1000minds, an Internet-based software implementing Potentially All Pairwise RanKings of all Possible Alternatives (PAPRIKA), was used to collect data from the participants. The total number of responses received was 271.

Findings

The type of wine, taste, price, familiarity and country of origin emerged as the five most crucial wine attributes in wine choice after the in-depth interview. Conjoint analysis results revealed that sweet red wine priced between Rs 600 to Rs 1,200 is the most preferred wine by Indian women consumers.

Research limitations/implications

The study provides valuable and actionable insights for both domestic and international wine marketers and manufacturers in the identification of wine attributes that predominantly influence women consumers’ choice of wine in India.

Originality/value

The study contributes to wine consumers' literature by identifying wine attributes favored by women consumers in India. Our findings will be of great use to wine marketers who can leverage the insights to design appropriate marketing and advertising strategies, develop new products and make more informed branding and pricing decisions.

中文翻译：

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印度女性消费者的葡萄酒选择：基于联合分析的研究

目的

由于城市化进程加快、可支配收入增加、人民日益富裕、接触新文化以及人们对葡萄酒是一种健康饮料的看法逐渐改变等因素，印度女性的葡萄酒消费量正在逐渐增加。最终，这为葡萄酒营销商提供了巨大的机会来设计针对印度女性消费者的适当策略。然而，随着这种增长，越来越需要确定女性在选择的葡萄酒中想要的属性。为此，目前的研究旨在确定影响印度女性消费者购买行为的葡萄酒属性。

设计/方法/方法

对 27 名年龄在 25 至 46 岁之间的女性葡萄酒消费者进行了深入访谈，以确定最重要的葡萄酒属性。后来，使用 1000minds 进行联合分析，这是一种基于 Internet 的软件，用于实现所有可能替代方案的潜在所有成对排名 (PAPRIKA)，用于从参与者那里收集数据。收到的回复总数为 271。

发现

深度访谈后，葡萄酒的种类、口味、价格、熟悉度和原产国成为葡萄酒选择中最关键的五个葡萄酒属性。联合分析结果显示，价格在 600 至 1,200 卢比之间的甜红葡萄酒是印度女性消费者最喜欢的葡萄酒。

研究限制/影响

该研究为国内和国际葡萄酒营销商和制造商确定主要影响印度女性消费者选择葡萄酒的葡萄酒属性提供了有价值和可操作的见解。

原创性/价值

该研究通过确定印度女性消费者喜爱的葡萄酒属性，为葡萄酒消费者的文学做出了贡献。我们的发现将对葡萄酒营销人员大有裨益，他们可以利用这些见解设计适当的营销和广告策略、开发新产品并做出更明智的品牌和定价决策。