Managing Amid Perception: Wine Price-Point Considerations in Several States in the USA

 

•The purpose of this pilot research is to explore how United States consumers perceive price points for wine.

•The pilot study evaluated how price brackets or ranges of prices interplay with wine consumers’ income. 

•Seminal sources include Lichtenstein, Ridgway, and Netemeyer (1993); Lemon and Verhoef (2016); Lin (2013); Teltis and Gaeth (1990); and others.

 

•Excluding the data from the State of Georgia, the data is quite uniform and suggests there is no connection of income to wine price point considerations, with U.S. wine consumers in different marketing areas holding very similar perceptions of wine pricing. 
 
•The respondents may not represent the general U.S. wine consumer, and therefore results may not be generalizable. 
 
•Future research could include an exploration of consumers’ perceptions of wine cost categories, consumer experience and self-confidence in selecting wines, wine tastes, and how consumers evaluate wines in different cost categories

 

Western Business & Management Association International Research Conference
John T. Lambert, Jr.
Mary J. Weber
Kelley A. Conrad
Sherry S. Jennings
Presentation Date: 
Saturday, September 22, 2018
Event or Conference: 
Western & Business Managment International Research Conference
Presentation Type: 
Paper Presentation
Boyer's Domain: 
Presentation Attachment(s): 
Presentation Location: 
IBIS Bordeaux Centre Meriadeck
35 cours du Maréchal JUIN
33000 Bordeaux
France
Abstract: 
The purpose of this research is to explore how United States consumers perceive price points for wine. The pilot study evaluated how price brackets or ranges of prices interplay with wine consumers’ income. A self-administered questionnaire was completed by nearly 3,500 consumers in nine states. Results implied no connection of income to wine price point considerations, with U.S. wine consumers in different marketing areas holding very similar perceptions of wine pricing. The respondents may not represent the general U.S. wine consumer, and therefore results may not be generalizable. Future research could include an exploration of consumers’ perceptions of wine cost categories, consumer experience and self-confidence in selecting wines, wine tastes, and how consumers evaluate wines in different cost categories.