Decision tree analysis of wine consumers’ preferences: evidence from an emerging market

Abstract

Purpose The purpose of this paper is to analyse the interactive and individual influences of socio-demographic and behavioural-cognitive factors on the frequency and quality of wine consumption, as well as importance of the brand and advertising on selection. Design/methodology/approach The survey was prepared on the basis of the selected factors. The research was carried out on a sample of 207 randomly selected respondents. The analysis was done using the classification decision tree. Findings The results show the dominant influence of socio-demographic factors, such as region, place of living (urban-rural areas), family size, age, income and education of consumers as well as behavioural-cognitive factors, such as the price importance, place of purchase and product characteristics, in all analysed target variables. Apart from the similarities with traditional wine markets, the specificities related to an emerging market have also been determined. Research limitations/implications The limitations of this research concern sample size as well as the research conducted over the period of one year. Practical implications The practical objective of this paper is to help wine marketers to develop more effective positioning strategies for a specific emerging market. Originality/value This research combines critical factors based on related studies, including the antecedents and outcome variables, to develop more comprehensive models for better understanding of the wine consumers’ behaviour. In major and traditional wine-making countries, the consumption of wine is fairly predictable. In emerging markets, the commercial strategies are, for the most part, based on certain specificities and are quite interesting for the surveys.

Exploring the wine sector in the Nashik district of India

“…Researchers also argued that innovation and culture are not opposite, and a blend of the two appears crucial to achieving and maintaining a sustainable competitive advantage. Jovanović et al (2017) analyzed influences of socio-demographic and behavioral factors on the frequency of wine consumption, as well as the importance of the brand and advertising on the selection and argued that these factors show the dominant influence in all analyzed variables.…”

Exploring the relationships between taste phenotypes, genotypes, ethnicity, gender and taste perception using Chi-square and regression tree analysis

“…demographic information, price importance, location etc.) (Jovanović Miomir, 2017). The main advantage of a regression tree is that it shows hierarchical and graphical representations of interactions between variables (Loh, 2011, Machuca et al, 2017, which helps researchers to visualise the structure of interdependence of the data in a graphical tree format.…”

Analysis of the wine consumer’s behavior: an inferential statistics approach

“…Indeed, the consumer who is not willing to purchase wine directly in the company is not given the possibility to test all the organoleptic parameters that represent subjective indicators of quality for him/her (Galati et al, 2019;Gil and S anchez, 1997). Consequently, other aspects that are not directly dependent on the taste and the sensory quality of the product, such as brand, labeled indications, origin and territoriality and, last but not least, price, become paramount elements to the consumers when choosing a bottle of wine (Jovanovi c et al, 2017). Indeed, price acquires importance on special occasions, whereas taste is important in any occasion of purchase.…”