Wine consumption in Australia has increased rapidly over the past decade with a subsequent increase in wine sales within restaurants. From a marketing perspective, however, few studies have been conducted into the links between wine consumption and the occasions on which wine is consumed. This paper investigates the nexus between the perceived importance of the consumption occasion and the choice of wine. The study employs 'Means-End Chain' methodology to gather information on the attributes, consequences and values associated with wine choice and attempts to identify how the relative weighting of these factors varies across consumption occasions. The research found that personal values can have a significant influence on the selection of wine on different dining occasions.
International Journal of Wine Marketing,
Vol. 13, no. 1 (1993), pp. 36-53