Consumer Journey while buying their favorite wine

Wine is the product mostly bought on occasion to gift some one or to celebrate with friends and family. Wine has become socially acceptable among women in India. and the rise in disposable income has led to increase the consumption of wine thereby increasing the market size of wine consumers.

People often take decision to buy certain wine based on a few factors as follows:

Price

Price is the predominant factor influence the buyer's decision. it has been observed that year of vintage, geographic region from which the grapes were sourced and the grape variety and the demand in the market for the product are significantly influence the price.

Reputation of the Producers, wines year's of vintage, regions from which grapes were sourced and grape variety also contributing factor in pricing decision.

Origin

Origin of the wine affect the buyer's intent of purchase of a particular brand over the others.

Packaging & Style

A Good packaging and stylish label lure the consumers and caught the attention first at the Retail stores before anything else. An good attractive label on the brand catch the eyeballs first when customers are not decided as which brand to purchase. position of the labels, colors, information provided on the labels help to establish a relationship and trust with the winery and producer. Wine packaging includes the front label, back label, bottle and bottle shape, cask, package and awards.

Consumers perceive the wine label as the primary source of information as it delivers the key information. Each wine producing country and state regulates its own laws as the label is concerned. The most common label consists Producer or brand name, region of wine, vintage, grape variety, or the blend the wine made from. the idea behind to make consumers make aware of the wine in the bottle. for example Barossa and Barossa Valley. Barossa is a type of wine producing the world's oldest, continuously producing Shiraz, Grenache, Mataro, Cabernet Sauvignon and Semillon vines Barossa Valley is a wine producing region and the same goes with Montepulciano, a grape variety. and vino noble di Montepulciano (a wine from the town of Montepulciano in Tuscany).

Labelling and packaging to be an influential factors for millennials or young generation while taking the buying decision. The wine back label can be utilized for the information such as the taste of the wine, food pairing, how it is made, flavors and wine profile .

Quality

Quality of the wine is a characteristics which can not be defined in words until tasted or felt experience resulting from the pleasure of drinking. Consumers often use brand name as a yard stick to evaluate the quality while buying the wine of a particular brand over the others. quality is subject to sensory evaluations and To help deal with that uncertainty, quality-conscious consumers process various perceived signals of quality, mainly of an extrinsic nature, such as price, producer, brand, vintage, region, awards, ratings and recommendations. factors such as climate, weather, winemaker, grape type, composition of the soil, have a great effect on the final quality of the product. brand quality fluctuate over a period of time so brand-positive perception can be generated by investing in marketing rather than winemaking.


Situation and Occasions

Wine is more often bought on the occasion and making it situational. for example. high priced wine as a gifting option is considered to be symbol of status or pride. for a party, small or large gathering both low priced and high priced wine are added in the menu list or drinking alone or regularly low priced wine is preferred over high priced. For health conscious customers with low alcohol high priced wine is bought over the other low priced wine brands.


Regions, Appellations, Indications and Designations

An origin represents the wine's identity, style as well as quality. Wine appellations combines such as AVA (American Viticulture Area) GI represents Australia's Geographical Indication and South Africa is WO ( Wine of origin. and most appellations are found in Europe such as France'sAppellation d'Origine Contrôlée(AOC) Italy'sDenominazione di Origine Controllata(DOC), Spain'sDenominación de Origen(DO) and more recently Austria'sDistrictus Austriae Controllatus(DAC). Approx 300 French AOC titles communicates not just the geographical origins of its wines, but also their approximate style and quality. Labeling a wine as 'Bourgogne Rouge', for example, confirms both that it was made in Burgundy and that it is a dry, medium-bodied red made predominantly from Pinot Noir. It also indicates that the wine is of good quality, but is probably not as fine as aPremier CruorGrand Cruwine.

Verities & Varietals

Varietal refers to the type of grape that is used in making wine. New World wines are generally labeled by varietal, where Old World wines are labeled by region (i.e. Bordeaux wine refers to a wine made in the Bordeaux region of France. Cabernet Sauvignon and Merlot are two varietals grown in Bordeaux


Perception about the wine

Consumer journey while purchasing the wine goes through stages and have cognitive behavior such as taste of the wine, social embracement in front of family members, cost of a wine and hangover in the morning also affects the purchasing decision about a particular wine. these perceptions can be resolved by

selecting a known brand, recommendations, advice from retail assistants, undertaking wine appreciation education, pricing, packaging and labelling, getting reassurance through trials such as tastings and samples.


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