International Journal of Commerce & Business Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Study of Consumer Buying Behaviour for Wine with Special Reference to Sula Vineyards


Affiliations
1 College of Agriculture Business Management, Loni, Ahmednagar (M.S.), India
2 Mahatma Gandhi Mission, Krishi Vigyan Kendra, Gandheli, Aurangabad (M.S.), India
3 College of Agriculture, Loni, Ahmednagar (M.S.), India
4 Mahatma Gandhi Mission College of Agricultural Biotechnology, Aurangabad (M.S.), India
     

   Subscribe/Renew Journal


The per capita consumption of wine in India is only 10 ml per annum as against 100 litres per year in Argentina and 65 litres in the European countries. Wine contains natural antioxidants that increase the life. Drinking of wine increases blood circulation that results into efficiency of working and decreases the tensions. Wine also contains mineral components that increase immunity power. So, it was felt necessary to study the consumer buying behaviour for wine with special reference to Sula vineyards. The findings of the study showed that majority of the consumers know about brand name and consider taste of the wine, while most preferred quality and only least think about the price of the wine. It was noted that White and Red wine have more demand in Nashik market. Sula vineyards has the most demand in Nashik market compared to its competitors. Through the study, it is reflected that customers are satisfied about the Sula product, its quality and service.

Keywords

Sula, Wine, Buying Behaviour.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Angulo, A.M., Gil, J.M., Gracia, A. and Sanchez, M. (2000). Hedonic prices for spanish red quality wine. British Food J., 2(7): 481-493.

  • Batt, P.J. and Dean, A. (2000). Factors influencing the consumer's decision. Australia & New Zealand Wine Industry J., 15(4): 34-41.

  • Euromonitor (2001). Wine - Global Wine Trends, February.

  • Gluckman, R.L. (1990). A consumer approach to branded wines. Internat. J. Wine Mktg., 2(1) : 27-46.

  • Groves, R., Charters, S. and Reynolds, C. (2000). Imbibing, inscribing, integrating and imparting: a taxonomy of the wine consumption practices. J. Wine Res., 11(3):209-222.

  • Hall, J. and Winchester, M. (2002). An empirical confirmation of segments in the Australian wine market. Internat. J. Wine Mktg., 3 (1): 19-35.

  • Howard, R. and Stonier, J. (2002). Marketing wine to Generation X, Australian & New Zealand Wine Industry J., 78-82 .

  • Jenster, P. and Jenster, L. (1993). The European wine industry. Internat. J. Wine Mktg., 5(1) : 30-74.

  • Koewn, C. and Casey, M. (1995). Purchasing behaviour in the Northern Ireland wine market. British Food J., 97(11): 17-20. Kotler, Philip (1962). Marketing management (10 Ed.) Prentice Hall of India Pvt. Ltd., NEW DELHI (INDIA).

  • Oczkowski, E. (2001). Hedonic wine price functions and measurement error. The Economic Record, 77(239) : 374-382.

  • Skuras, D. and Vakrou, A. (2002). Consumer's willingness to pay for origin labeled wine: A Greek case study. British Food J., 104(11) : 898-912.

  • Speed, R. (1998). Choosing between line extensions and second brands: the case of the Australian and New Zealand wine industries. J. Product & Brand Mgmt., 7(6) : 519-536.

  • Tustin, M. (2001). Region of origin: does it really count. Australia & New Zealand Wine Industry J., 16 : 139-143.

  • Wade, C. (1999). Reputation and its effect on the price of Australian wine. Australian & New Zealand Wine Industry J., 14(4) : July/August, pp. 82-84.

  • Zeithaml, V.A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence, J. Mktg., 52(July) : pp. 2-22.


Abstract Views: 368

PDF Views: 2




  • Study of Consumer Buying Behaviour for Wine with Special Reference to Sula Vineyards

Abstract Views: 368  |  PDF Views: 2

Authors

V. A. Vikhe
College of Agriculture Business Management, Loni, Ahmednagar (M.S.), India
T. B. Chavan
Mahatma Gandhi Mission, Krishi Vigyan Kendra, Gandheli, Aurangabad (M.S.), India
V. N. Anap
College of Agriculture, Loni, Ahmednagar (M.S.), India
G. B. Labade
College of Agriculture, Loni, Ahmednagar (M.S.), India
N. S. Chavan
Mahatma Gandhi Mission College of Agricultural Biotechnology, Aurangabad (M.S.), India

Abstract


The per capita consumption of wine in India is only 10 ml per annum as against 100 litres per year in Argentina and 65 litres in the European countries. Wine contains natural antioxidants that increase the life. Drinking of wine increases blood circulation that results into efficiency of working and decreases the tensions. Wine also contains mineral components that increase immunity power. So, it was felt necessary to study the consumer buying behaviour for wine with special reference to Sula vineyards. The findings of the study showed that majority of the consumers know about brand name and consider taste of the wine, while most preferred quality and only least think about the price of the wine. It was noted that White and Red wine have more demand in Nashik market. Sula vineyards has the most demand in Nashik market compared to its competitors. Through the study, it is reflected that customers are satisfied about the Sula product, its quality and service.

Keywords


Sula, Wine, Buying Behaviour.

References