Summary of Indian women consumers' wine choice: a study based on conjoint analysis

Document Type

Article

Abstract

Study Background: Purpose – Wine consumption among women in India is gradually increasing due to factors such as increased urbanization, higher disposable income, rising affluence, 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 a growing need to identify the attributes women desire in their chosen wines.

Research Goals and Hypotheses: This study comprehensively explores the factors that influence wine selection among Indian women, an increasingly significant demographic in India's evolving wine market.

Methodological Approach: In-depth interviews of 27 women wine consumers aged 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 participant data. The total number of responses received was 271. By utilizing conjoint analysis, the research identifies key attributes that play a crucial role in their wine choices, including price, brand, origin, flavor, and packaging. Price is highlighted as a major determinant, with preferences varying across different price ranges, suggesting that affordability and perceived quality are important considerations.

Results and Discoveries: After the in-depth interview, the type of wine, Taste, price, familiarity, and country of origin emerged as the five most crucial wine attributes in wine choice. Conjoint analysis results revealed that sweet red wine priced between Rs 600 and Rs 1,200 is the most preferred wine by Indian women consumers. The study contributes to wine consumers' literature by identifying wine attributes favored by women consumers in India. Our findings will be useful to wine marketers leveraging the insights to design appropriate marketing and advertising strategies, develop new products, and make more informed branding and pricing decisions.

Publication Date: 2022

Citations of the original publication: Payini, V., Mallya, J. and Piramanayagam, S. (2022), "Indian women consumers’ wine choice: a study based on conjoint analysis", International Journal of Wine Business Research, Vol. 34 No. 4, pp. 469-494. https://doi.org/10.1108/IJWBR-05-2021-0031

Recommended citations: Payini, V., Mallya, J. and Piramanayagam, S. (2022), Summary of Indian women consumers’ wine choice: a study based on conjoint analysis.

Publication Date

2022

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