Consumer attitudes and sensory perceptions of wine : a South African cross-cultural study

[摘要] ENGLISH ABSTRACT: The wine consumer landscape has changed in South Africa since 1994. Historically, somepopulation groups had more access and greater cultural affinity for the product 'wine, but suchhistorical patterns are rapidly changing, particularly in urban areas. South Africa has a low percapita wine consumption, but industrial research has shown that there is potential for growth.The wine industry is therefore aiming to become more consumer-driven, in order to increasedomestic wine consumption. Consequently, the need for consumer research has increased.Only limited published data is available on South African wine consumers and theirconsumption habits.The general aim of this study was therefore to do a broad exploration of current wineconsumers' perceptions of wine. This study had a few objectives, firstly to use focus groups toobtain a better understanding of South African wine consumers from different ethnicbackgrounds (Black African and Caucasian), with a focus on perceptions, style preferences,context of enjoyment, purchase and consumption patterns, and journeys towards wineconsumption. Secondly to develop a questionnaire in order to investigate motivations for wineconsumption on a larger scale. Thirdly to compare consumers', trained assessors, and industryprofessionals' sensory perceptions of wine. Lastly to look at the influence of cultivar name onconsumer liking.The results of the focus groups showed that the predominant differences occurred betweenmale and female consumers. With regards to ethnicity, this study did not reflect a largedistinction between the different ethnic groups.Overall, the wine choice questionnaire showed motivations for drinking wine between theconsumer groups to be similar. The social, sensory appeal and ethical concern factors were thethree most important motivational factors for South African wine consumers.The industry professionals, trained assessors, and consumers gave very similar answers anddistinguished between the sample set of wines in a similar fashion. Consumers that participatedin this study mostly described themselves as novices and only somewhat knowledgeable. Forthem, knowing the cultivar name did not significantly change the way they described thesamples, nor did it significantly alter their liking. Even though the samples were all differentcultivars made in different styles, on average they were all received positively.This is the first study to focus on understanding the changed landscape of SA wine consumers.The knowledge gained made a significant contribution towards a better understanding of SouthAfrican consumers' perceptions of wine, and also highlights directions for future studies.

[发布机构] Stellenbosch University