Risk and benefit perceptions related to wine consumption and how it influences consumers’ attitude and behavioural intentions in India

Abstract

Purpose The purpose of this paper is to discover the numerous risk and benefit perceptions involved in the patrons’ purchase and consumption decisions related to wine in India. It will also recognise and find out the motives behind the consumers’ drinking patterns and attitude towards wine, which affect their overall behavioural intentions (word of mouth and repurchase intentions). Design/methodology/approach Data were collected using a structured survey questionnaire from the 375 wine patrons in Delhi. Exploratory factor analysis was used in which the risk (five) and benefit (two) factors related to wine consumption were verified on a factor model using 25 constructs. It was a two-phase process in which the measurement model, with six constructs and 18 measurement items, were measured, trailed by the structural model. A conceptual framework was used to illustrate the relationships amongst the variables and was empirically verified. Findings The findings revealed that the risk and benefit perceptions of the wine patrons are not only interlinked but are also accountable for their fluctuations in attitudes. In the factorial analysis, it was discovered that perceived benefit factors, i.e. value for money and convenience, are accountable for positively affecting the attitudes of patrons towards the wines. The results also specify that an increase in benefit perception or decrease in risk perception will positively transform the patrons’ attitude towards wine. Originality/value Although a few studies have been done to find out the risk/benefit perceptions of wine consumers in the developed countries (i.e. USA, France, UK, etc.) but this will be the first attempt to find out how the consumption patterns and purchase decisions of wine consumers are affected in developing countries like India. Moreover, it will help the stakeholders to align their wine products as per the needs and demands of the patrons.

How the consumer’s attitude and behavioural intentions are influenced: A case of online food delivery applications in India

“…To develop an in-depth understanding of the psychology of consumers in relation with their usage of OFDAs, it is crucial to create a framework of risk and benefit perceptions (Gupta and Sajnani, 2019). Numerous earlier research studies have proposed model frameworks on risk and benefit perceptions that are major determinants of purchase decisions made by the consumers online or offline (Dahiya and Shelley, 2015; Gassler et al , 2019) but an urgent need is felt for the conceptualisation of a uniformed acceptable framework (Mitchell, 1999).…”

“…The term perceived risk was first used in the early 1960s while describing the buyers’ decision-making process (Mitchell, 1999). The apprehension about unsatisfactory outcome of a product purchase is connoted as risk perceived by consumers (Gupta and Sajnani, 2019) and products that have least or no perceived risks attached are usually preferred by consumers (Gupta et al , 2018). The consumption patterns of consumers are also defined by the intensity of the displeasure or pleasure derived from the risks or benefits perceived respectively in the context of a product (Gupta and Sajnani, 2019).…”

“…The apprehension about unsatisfactory outcome of a product purchase is connoted as risk perceived by consumers (Gupta and Sajnani, 2019) and products that have least or no perceived risks attached are usually preferred by consumers (Gupta et al , 2018). The consumption patterns of consumers are also defined by the intensity of the displeasure or pleasure derived from the risks or benefits perceived respectively in the context of a product (Gupta and Sajnani, 2019). Earlier literature revealed that the risks perceived by the consumers get weaken when the product usage, its experience and prior online experience increases as it helps in building trust among consumers about the brand (Eriksson and Nilsson, 2007; Gassler et al , 2019).…”

“…The selection and usage of OFDAs by the consumers involve both perceived benefits and risks (Gupta et al , 2019; Mehta and Bhanja, 2018). Perceived risk may be demarcated as the degree of reluctance and anxiety that consumers sense before any purchase decision related to usage and selection of an OFDA (Gupta and Sajnani, 2019). These may involve perceived functional risks i.e.…”

Street foods: contemporary preference of tourists and its role as a destination attraction in India

“…The data was collected by using a structured survey scale from 668 foreign tourists who have been supposed to have tried the street-food during their vacation in India before returning to their home countries at the departure lounge of the major International airlines at the Indira Gandhi International Airport, New Delhi. Location intercept techniques were used to get the response as these techniques offer maximum response rates (Gupta and Sajnani, 2019;Malhotra, 2008). The selection of the airlines was done based on their regular flight operations from the study area.…”