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Wine consumers' knowledge of wine and their self-confidence when selecting wine in different sales contexts
Dissertation (MConsumer Science)--University of Pretoria, 2018.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2019
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| _version_ | 1867613460560347136 |
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| access_status_str | Open Access |
| author2 | Erasmus, Alet C. (Aletta Catharina) |
| author_browse | Erasmus, Alet C. (Aletta Catharina) |
| author_facet | Erasmus, Alet C. (Aletta Catharina) |
| collection | Thesis |
| dc_rights_str_mv | © 2019 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MConsumer Science)--University of Pretoria, 2018. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/68636 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:30.275Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2019 |
| publishDateRange | 2019 |
| publishDateSort | 2019 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/68636 Wine consumers' knowledge of wine and their self-confidence when selecting wine in different sales contexts Erasmus, Alet C. (Aletta Catharina) rmvwyk93@gmail.com Fisher, Hendrik Johannes (Hennie) Van Wyk, Renée UCTD Consumer Science Consumer Behaviour Dissertation (MConsumer Science)--University of Pretoria, 2018. This study investigated South African wine consumers’ knowledge of wine (objective- and subjective knowledge) and their consumer self-confidence (CSC) when selecting wine in different sales contexts (off-premise and on-premise locations). Demographic differences, specifically gender, age, income and population group differences were also investigated. A non-experimental, survey-based (using a structured, electronic questionnaire), cross-sectional research design was followed to gather empirical evidence. The questionnaire was distributed throughout South Africa and data was collected by means of non-probability, convenience sampling: 690 completed and usable questionnaires were obtained. Quantitative data analysis included descriptive statistics, t-tests, ANOVA’s, post hoc Scheffe tests as well as exploratory factor analysis. In terms of their wine knowledge, the study found that wine consumers overall had above average subjective and objective knowledge. Results indicate that males, Baby Boomers, high-income consumers and white consumers possess significantly more objective knowledge. Being male and having a high income were found to be predictors of higher subjective knowledge about wine. Three as opposed to six factors as is the case for the original Wine Self-confidence Scale, were extracted through exploratory factor analysis (EFA) for both sales contexts. The first two factors for both sales contexts included similar scale items, while the third factor differed. The factors of off-premise locations were named F1 Decision Confidence, F2 Apprehension and F3 Coaxing Knowledge. The factors of on-premise locations were named F1 Proficiency, F2 Apprehension and F3 Social Outcomes. Persuasion knowledge seemed more important at off-premise locations whereas social outcomes appeared to be more important at on-premise locations. Wine consumers overall possessed an average or above average CSC for all dimensions of the construct. Similar to objective wine knowledge, men, Baby Boomers, high income consumers and white consumers’ CSC was significantly higher in both sales contexts. Academic implications of the findings include revisiting the WSCS and adapting it to the South African context as well as for different sales contexts. Establishing South African wine consumers’ knowledge of wine also serves as a reference point for future research. Investigating the demographic differences in terms of the influence on consumers’ wine knowledge and CSC provide new information and a better understanding ofo South African wine consumers’ behaviour. A better understanding of South African wine consumers will be useful to retailers, foodservice operation managers, -owners and marketers to implement unique, purposefully designed marketing strategies to meet the needs of all of these consumer segments more appropriately. In addition, providing adequate and specific information at point-of-sale, will reduce the risk or discomfort associated with wine purchase decisions. Keywords: Wine Knowledge, Subjective Knowledge, Objective Knowledge, Consumer Self-Confidence National Research Fund (NRF) Consumer Science MConsumer Science Unrestricted 2019-03-12T14:52:32Z 2019-03-12T14:52:32Z 2019-04-17 2018 Dissertation Van Wyk, R 2018, Wine consumers' knowledge of wine and their self-confidence when selecting wine in different sales contexts, MConsumer Science Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/68636> A2019 http://hdl.handle.net/2263/68636 en © 2019 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Consumer Science Consumer Behaviour Wine consumers' knowledge of wine and their self-confidence when selecting wine in different sales contexts |
| title | Wine consumers' knowledge of wine and their self-confidence when selecting wine in different sales contexts |
| title_full | Wine consumers' knowledge of wine and their self-confidence when selecting wine in different sales contexts |
| title_fullStr | Wine consumers' knowledge of wine and their self-confidence when selecting wine in different sales contexts |
| title_full_unstemmed | Wine consumers' knowledge of wine and their self-confidence when selecting wine in different sales contexts |
| title_short | Wine consumers' knowledge of wine and their self-confidence when selecting wine in different sales contexts |
| title_sort | wine consumers knowledge of wine and their self confidence when selecting wine in different sales contexts |
| topic | UCTD Consumer Science Consumer Behaviour |
| url | http://hdl.handle.net/2263/68636 |