Predicting Consumption, Wine Involvement and Perceived Quality of Australian Red Wine

Figures & data

Figure 1. A model of the dependent and independent variables hypothesised to predict consumption of red wine and perceived quality.

Table 1. Reported red wine consumption

	Mean (SD)	Min	Max
Average glass of wine (ml)	205 (45)	100	350
Days consume red wine	2.85 (1.5)	1	7
Glass of red wine a week	5.3 (2.9)	2	16
Total red wine consumed in a week (ml)	1088 (646)	200	3240
Bottles of red wine purchased for home use in a month	5.8 (3.8)	0	20

Table 2. Average spend (Australian $) on a bottle of red wine purchased for a dinner party with friends

	N	Percentage
Below $8	4	1.3
$8 – $12	62	20.0
$15 – $19	182	58.7
$22 – 26	58	18.7
Above $26	4	1.3

Table 3. Belief (agreement) and Evaluation (importance) results (n = 310) on influences on wine quality

	Mean (SD) Belief/evaluation	Range	t-test mean difference from 0 (two-tailed)
Label design	1.6 (6.9)	−18 to 21	.000
Traditional label	−0.5 (4.7)	−18 to 21	.057
Modern label	−2.0 (4.5)	−18 to 12	.000
Coloured labels	−2.2 (4.5)	−18 to 18	.000
White labels	−2.7 (4.1)	−21 to 10	.000
Black labels	−1.5 (4.1)	−12 to 12	.000
Bottle shape	−2.1 (5.5)	−15 to 14	.000
Burgundy bottle shape	−1.8 (4.1)	−12 to 14	.000
Bordeaux bottle shape	−0.4 (5.3)	−18 to 21	.000
Description of wine sensory characteristics	−0.6 (6.8)	−21 to 21	.122
Ability to cellar	2.2 (7.2)	−21 to 21	.000
Company size	−1.8 (5.4)	−15 to 15	.000
Large company	−0.2 (5.9)	−18 to 18	.653
Small company	0.1 (5.0)	−15 to 18	.946
‘Boutique’ company	1.8 (5.4)	−10 to 18	.000
Older company (‘long established winemaker’)	5.7 (5.7)	−10 to 21	.000
Winemaker's reputation	8.3 (6.1)	−18 to 21	.000

Table 4. Significant predictors (un-standardised estimates) of quality perceptions (ratings of conjoint profiles)^a using multi-level regression analysis (R² 0.208), n = 310

Variable	Estimate (Std error)	t score	p
Main effects
Average spend
$22 – $26	−12.228	−5.305	0.000
$15 – $18	(2.305) −4.739 (1.781)	−2.661	0.000
Behaviour Activation Scale
(sensitivity to reward)	0.471 (0.141)	3.329	0.001
Older wine company	0.327 (0.122)	2.684	0.008
Interactions
Employment (full-time/student) * cost ($22 – 26)	3.050 (1.184)	2.577	0.010
Marital status (separated/divorced) * cost ($22 – 26)	4.689 (1.928)	2.431	0.015
Education (tertiary) * cost ($22 – 26)	6.524 (1.033)	6.318	0.000
Education (tertiary) * cost ($15 – 19)	3.137 (1.104)	2.842	0.005
Education (tertiary) * region (Heathcote)	2.800 (1.039)	2.695	0.007
Sex (male) * award	−2.698 (0.854)	−3.160	0.002
Sex (male) * variety (Shiraz)	−2.251 (0.902)	−2.497	0.013
Average spend * cost
[average spend $22 – $26] * [cost $22 – $26]	8.533 (1.635)	5.219	0.000
[average spend $22 – $26] * [cost $15 – $19]	5.399 (1.761)	3.065	0.002
[average spend $15 – $19] * [cost $22 – $26]	4.472 (1.277)	3.503	0.000
[average spend $15 – $19] * [cost $15 – $19]	4.078 (1.376)	2.964	0.003
Average spend * variety
[Average spend $22 – $26] * [Shiraz]	−3.810 (1.399)	−2.723	0.006
[average spend $15 – $19] * [Shiraz]	−2.419 (1.068)	−2.265	0.024
Award * knowledge	0.132 (0.049)	2.698	0.007
Variety (Shiraz) * age	0.611 (0.213)	2.864	0.004
Cost ($15 – 19) * bottles per month	−0.467 (0.156)	−2.987	0.003
Award * bottles per month	−0.308 (0.132)	−2.335	0.020
Variety (Shiraz) * glasses of red wine	0.504 (0.207)	2.437	0.015
Award * how many days one drinks	1.047 (0.314)	3.328	0.001
^aDependent variable ‘perceived quality’ derived from ratings of 18 profiles including variety, region; price, vintage, award. (see Melo et al., submitted).

Melo , L. , Chrea , C. , Evans , G. , Cox , D. , Harrison , A. , Delahunty , C. M. and Forde , C. G. submitted . The influence of extrinsic product attributes on consumer appreciation of Australian red wines: an investigation using three approaches . International Journal of Wine Business Research ,

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