Consumption Context Effects on Fine Wine Consumer Segments' Liking and Emotions

Area of Science:

• Consumer behavior research
• Sensory science
• Wine marketing

Background:

• Lifestyle segmentation is crucial for understanding wine consumers.
• Previous studies primarily used online surveys, neglecting real-world consumption contexts.
• The impact of context on wine liking and emotions across segments remains underexplored.

Purpose of the Study:

• To investigate how context influences wine liking and emotions in different consumer segments.
• To segment regular wine consumers based on fine wine behavior.
• To compare hedonic and emotional responses across identified segments under varying conditions.

Main Methods:

• Two studies involving regular wine consumers (n=122 and n=346).
• Segmentation using the Fine Wine Instrument based on fine wine behavior.
• Assessing hedonic and emotional responses to wine variety, product information, quality, and consumption context.

Main Results:

• Three distinct consumer segments identified: Wine Enthusiasts, Aspirants, and No Frills.
• Wine Enthusiasts exhibited higher liking and more intense positive emotions compared to No Frills.
• Segment differences in hedonic and emotional responses were consistent across studies and conditions.

Conclusions:

• Consumer segments, identified via lifestyle and behavior, display varying hedonic and emotional responses during actual wine consumption.
• The Fine Wine Instrument effectively differentiates wine consumers based on their tasting behaviors and responses.
• Findings highlight the practical implications of behavioral segmentation in understanding wine consumer experiences.