The Potential of Consumer Wine Product Involvement
The level of involvement of the wine consumer with the product can be built in the Marketing Strategies of both, wine retailers as well as online sellers. The key element is that those consumers, who display a high level of product involvement in terms of the region and type of grape, will be more likely to try a new product from a lesser known region or brand. An interesting research from the University of South Australia (Hirche, Martin 2014) gives us some useful insight.
Based on learning and consumer behavioral theories, we believe that this can be highly probable, as these consumer groups are more willing to increase their base wine knowledge. Often, these consumers are more likely to be interested in paring the wine with a particular food, in anticipation of the connection that it is formed when sharing both wine and gastronomic experiences with friends. In contrast, those consumers that display less product involvement tend to need branding cues, such as awards and region references. These type of consumers are less likely to buy the product for their own consumption, and more likely to buy wine as a gift. Hence, presentation bundles and packages are key.
This theory is particularly relevant at the time of organizing a corporate wine gift list. The same holds true when selecting the product for those businesses where the shelf space is limited. It is important to provide a sufficient product mix to satisfy both groups, and to ensure that each group is channeled to the right section of product. The online wine shops have superior advantages over the brick and mortar wine boutiques when it comes to customer information. They can use the customer purchase history to create a picture of the consumer, so they can offer the right product. This theory is also relevant when designing social media strategies, as the networks can have a positive impact on identifying the consumer groups.
HIRCHE, M. and BRUWER, J., 2014. Buying a product for an anticipated consumption situation. Intl Jnl of Wine Business Res, 26(4), pp. 295-318.