By Paula Pereira for FlyingWineWriter.com
To be or not to be, that is the question. I think if we answer individually would me much more correct than just giving my answer. First, the theory outline a simple route to understand consumer behaviour which is resumed in the famous black-box model. Second we would like to know which are the reasons for buying a specific wine and characteristics of the product supporting your decision.
As human being your mind goes through analysis. Wine has a propose, otherwise would be non sense for you even thinking about. We need time, information and stimulus. Even we take a risk. Incredible true, we take a risk. On the media, we found everyday something positive or negative about wine. Thanks to our selective perception we are able to create own interpretation and memories. We pay attention and expose ourselves to information close to our interest and needs. Considering the black-box model, we can only see the purchase moment. How much stimuli do you probably need to even respond? We hope of course that your responds is positive.
We have needs and motivations. Needs are infinite and motivations are so personal, even scientists try to measure it in terms of speed, performance and choice. On the other hand, attitude could be the concept where wine companies can influence because it talks about a building process. For example, you could get invitations to really cool and luxury wine tastings.
In science, we tend to organise things in groups because it is universally much easier to obtain conclusions. For this reason, we talk about social class, culture, family life-cycle as normal classifications. Someone could say, that high income consumers buy the most expensives wines or that woman decide where to buy wine at home, or that X culture do not drink wine at all. Finally, could be that you have no money to buy the wine of your dreams or simply you want to safe for a bigger purchase.
Now talking about the rol of wine and the characteristics to pay attention when selecting them:
“I went into an art gallery for jewellery. At the beginning, I thought it is just looking at sculptures, some paintings and of course jewellery. Then, I opened the door and a gentleman offered me a glass of Cava. It changed my mood a little, and by looking at the objects and talking with salespeople I realized that this detail enhanced my visit. This is an example, to show the function of wine and the precaution to match the taste with a theme.”
To conclude, I think that looking at TV, reading newspapers or sharing social media expose you to high amount of promotional messages. I thought it was intended for people who do not know much about wine brands, or even the story of the family behind the winery. Certainly not, even if you do not need their stimulus for purchasing, you will always be seen as potential consumer.