Patterns of decision-making and driving factors among Indian wine drinkers: When picking out a bottle of wine

Abstract

In today's highly competitive global consumer market, it is crucial to understand the factors that influence customers' decisions to select a particular product (in this case, wine) from among thousands of brands. Many hours have been spent investigating what factors influence people to buy specific products. However, there is scant research on the preferences of wine buyers when shopping online.

Understanding why consumers pick one brand of wine over another when faced with literally thousands of options is crucial in today's hyper-competitive global consumer market. Researchers have paid close attention to how customers behave when deciding which products to purchase. However, there is a lack of research into the habits of people who buy wine online.

The evolution of the Indian wine industry, common grape-growing regions and products, and other motivating factors are all discussed. A questionnaire for the study was also developed based on previously established models and ideas. Information was collected and analysed from numerous resources. The 619 responses provided a detailed portrait of Indian wine consumers and numerous strategies for reaching them.