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How do consumers feel about wine consump4on and the related perceived risk?
A quan4ta4ve study Bories Denis
Associate Professor in Marke0ng University of Toulouse II – IUT de Figeac
Laboratory LRPmip
denis.bories@univ-‐tlse2.fr -‐
Laborde Chris4an
Associate Professor in Marke0ng
University of Toulouse II Laboratory CERTOP-‐EAST -‐ UMR-‐CNRS 5044
chris0an.laborde@univ-‐tlse2.fr
Pichon Paul Associate Professor in Marke0ng
University of Toulouse II ISTHIA -‐ Toulouse School of Tourism, Hospitality Management and
Food Studies Laboratory CERTOP-‐EAST -‐ UMR-‐CNRS 5044
Pichon Frédéric Associate Professor in Marke0ng
INP-‐Ensat Toulouse Laboratoty UIRGO -‐Bordeaux University
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Introduc4on
• Since the 1950s, French governments have been implemen0ng ac0ons seeking to raise awareness about the poten0al health hazards caused by the consump0on of alcohol
• Alcohol remains a major public health problem : – 49 000 deaths a year – 3.8 million of French consumers at risk (addicts or not) within the 18/75 age group
in 2010
• Although the nega0ve health effects of alcohol have long been clearly shown and explained, French consumers s0ll see wine drinking or “wine tas*ng as a way to s*mulate one's senses, as a source of pleasure, and even more” (Aron, 1999)
Introduc4on
• In this context, it seems necessary to have a clearer idea of the kind of risks consumers associate with wine purchasing and drinking :
– What is the exact nature of those risks ?
– What kind of risks do consumers perceive ?
– Through which decisions and ac0ons will consumers abempt to reduce those risks ?
Conceptual framework
• « Man has always had to envisage food ea0ng as being hazardous » (Chiva, 1998)
• « Dietary risk is never zero and it is not easily quan0fiable » (Apfelbaum, 1998)
• The principle of incorpora0on can explain these repeated risk-‐taking decisions (Raven in Raven and Poulain, 2002)
• The concept of risk is everywhere in food marke0ng and many researchers have abempted to iden0fy the different types of risks (Kapferer, 1998; Guillon, 1998; Brunel, 2002).
Conceptual framework
• The risk is mul0dimensional (Brunel, 2002) and covers :
– The performance risk
– The financial risk – The physical risk (short term & long-‐term) – The psycho-‐social risk (fear of gaining weight and self-‐esteem)
– The societal risk (socio-‐economic and ecological consequences caused by the consump0on of the product)
• Under the principle of incorpora0on, physical or health risk is the major risk in food consump4on (Müller, 1985 Kapferer, 1998; Dandouau 1999, Brunel, 2000; Poulain, 2002; Gallen and Cases, 2003; Muraro-‐Cochart , 2003; Pichon, 2006)
Conceptual framework
• The search for informa0on is one of the means to alleviate the perceived risk (Dowling and Staelin, 1994; Volle, 1995)
• Locander and Hermann (1979) suggest to categorize risk reducing strategies according to the source of informa0on : – Impersonal sources mo0vated by interest :
• TV and radio commercials, ads and POS adver0sing… – Impersonal independent sources :
• product specifica0ons, consumer’s associa0ons… – Personal sources mo0vated by self-‐interest :
• shop assistant’s or producer’s advice… – Personal independent sources :
• friends, family… – Sources resul0ng from observa0on and direct experience :
• tes0ng or tas0ng a product before buy, informa0on on the packaging or demo
Methodology
• Quan0ta0ve study : – 479 respondents between 18 and 64 years, living mostly in Midi-‐Pyrénées were
interviewed
• Risks measurement : – risk associated with wine purchase : 1 item rated on a 0 to 10-‐point scale – risk associated with wine consump0on : 1 item rated on a 0 to 10-‐point scale – Risk of performance, loss of 0me, financial and psychosocial risks measured
through 12 items rated on a 5-‐point Likert scale from risk-‐free to very risky
• Perceived usefulness of 36 risk-‐reducing factors : – Items rated on a 5-‐point Likert scale from useless to very useful – E.g. the AB (organic farming) or AOC (registered designa0on of product origin)
quality labels on bobles, family, friends’ or the wine merchant’s recommenda0ons, the degree of alcohol, the year of produc0on….
Methodology
• Treatment of data : – Analysis of main trends :
• Levels of perceived risks • Levels of usefulness of the risk-‐reducing factors
– Iden0fica0on of risk reductors usefulness differences according to the level of perceived risk • Gradua0on of risk level :
– Low – Medium – High
• Kruskal–Wallis one-‐way analysis of variance by ranks
Results : Analysis of main trends
• The purchase of wine and the wine consump0on are associated with very low risk
• The short or long-‐term perceived physical risks are also very low
• The risk concerning tas0ng performance, psychosocial risks, financial risks, loss of 0me risk are rela0vely high
Results
To reduce their perceived risks consumers mostly rely on :
-‐ The year of produc4on
-‐ The interpersonal opinions and advice by friends and family
-‐ The notoriety of the designa4on
-‐ The informa0on provided on the geographical origin
Results : Psychosocial perceived risk Kruskall-‐Wallis Test
• Significant distribu0on differences func0on of the display or non-‐display of the winegrower’s photograph on the label and func0on of the shape of the boble
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Results : Taste performance related risk Kruskall-‐Wallis Test
• Interpersonal advice and more par0cularly the advice given by family and by friends are much more significant when the respondents perceive a high level of risk
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Results : Financial risk Kruskall-‐Wallis Test
• The higher the financial risk perceived by the respondent, the more valuable the family advice will be.
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Results : Time-‐waste risk Kruskall-‐Wallis Test
• Kruskal-‐Wallis test shows significant distribu0on differences when the boble has the “Gold Medal” label, when its price is high and when there is the winegrower’s photograph on the boble
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Results : Short and long-‐term physical risks Kruskall-‐Wallis Test
• The winegrower’s photograph on the boble goes together with significant distribu0on differences func0on of the perceived risk.
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Results : Short and long-‐term physical risks Kruskall-‐Wallis Test
• The AB label on bobles has a greater impact when the degree of physical risk perceived, short or long term, is high
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Discussion
• Risk is not everywhere : – It is diffuse and not compelling to consumers when they purchase or consume wine – It is linked to taste performance, psychosocial, financial and waste of 0me risks
• Theore0cians, industrialists, retailers and poli0cians -‐ not to men0on the media -‐ may well have overes0mated risk percep0on and the abached anxiety (Louisot, 1998; Kreziak and al. 2003)
• The ins0tu0onal risk-‐reducing measures do not appear to be more reassuring than the « DIY » strategies consumers devise : – relying on the origin of wine and on friends’ and family’s recommenda0ons
• There is an obvious discrepancy between our actual results and those that could have been expected : – Labels effec0veness ? – Lible concern for short or long-‐term physical risks, which we didn’t expect
Managerial implica4ons
• Organize Wine-‐tas0ng sessions to reduce the taste performance-‐related risk
• Organize wine departments according to consumers’ taste
• Look for other solu0ons than labels : – The results of this research work stress the ques0onable efficiency of labels
• Make beber use of interpersonal advice, par0cularly from friends and family : – Digital social networks could be mobilized for brands to have a beber understanding of
how consumers feel and talk about their wines
• To be Highlighted on the bobler : – The produc0on year – The wine designa0on when of public notoriety – The French origin of the wine (when commercialized in France)
How do consumers feel about wine consump4on and the related perceived risk?
A quan4ta4ve study Bories Denis
Associate Professor in Marke0ng University of Toulouse II – IUT de Figeac
Laboratory LRPmip
denis.bories@univ-‐tlse2.fr -‐
Laborde Chris4an
Associate Professor in Marke0ng
University of Toulouse II Laboratory CERTOP-‐EAST -‐ UMR-‐CNRS 5044
chris0an.laborde@univ-‐tlse2.fr
Pichon Paul Associate Professor in Marke0ng
University of Toulouse II ISTHIA -‐ Toulouse School of Tourism, Hospitality Management and
Food Studies Laboratory CERTOP-‐EAST -‐ UMR-‐CNRS 5044
Pichon Frédéric Associate Professor in Marke0ng
INP-‐Ensat Toulouse Laboratoty UIRGO -‐Bordeaux University
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