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Attitude of Indian Consumers toward Wine: Pleasure versus Prescription

In: Business Practices in Emerging and Re-Emerging Markets

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  • Satyendra Singh

Abstract

Wine is a sophisticated product and requires sophisticated marketing. Although wine purchasing is a behavioral process that involves choices and preferences based on attitude, it is also deeply rooted in traditions. The purpose of this chapter is to test the attitude model in a high-involvement situation to predict the consumer’s choice—drinking wine for pleasure or prescription. The attitude is conceptualized as a three-component model—affective (feelings), behavioral (response tendencies), and cognitive (beliefs). It is proposed that the behavioral component is the most significant predictor of consumers’ choices, followed by cognitive and affective components. Results based on data provided by wine drinkers support this proposition. The chapter contributes to the literature by providing greater understanding of how consumers make choices about wine drinking, which is a recent phenomenon in Indian culture. The implication for managers is that they should be able to assess effectiveness of the components of attitude and market the product in the context of evolving culture and thus position the wine accordingly in the market.

Suggested Citation

  • Satyendra Singh, 2008. "Attitude of Indian Consumers toward Wine: Pleasure versus Prescription," Palgrave Macmillan Books, in: Business Practices in Emerging and Re-Emerging Markets, chapter 0, pages 119-132, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-61101-6_6
    DOI: 10.1057/9780230611016_6
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