International Journal of Wine Business Research

Women wine consumers: information search and retailing implications

Thomas Atkin, Linda Nowak, Rosanna Garcia,
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Thomas Atkin, Linda Nowak, Rosanna Garcia, (2007) "Women wine consumers: information search and
retailing implications", International Journal of Wine Business Research, Vol. 19 Issue: 4, pp.327-339, doi:
10.1108/17511060710837454
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Women wine
Women wine consumers: consumers
information search and retailing
implications
327
Thomas Atkin and Linda Nowak
Sonoma State University, Rohnert Park, California, USA, and
Rosanna Garcia
Northeastern University, Boston, Massachusetts, USA
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Abstract
Purpose The purpose of this research is to examine gender differences in information search
procedures and selection criteria relative to purchase situation and social and financial risk aversion.
Design/methodology/approach An online questionnaire was completed by 497 males and 877
females in the USA. A total of 88 percent of the respondents stated that they drank wine at least once
per week. Participants were obtained by sending e-mails to customer lists provided by wine-related
organizations.
Findings Findings suggest that, if a consumer is unsure about making a wine selection, women are
more apt than men to seek information from store personnel, a server, sommelier, or winery personnel.
Labels and shelf tags are also significantly more important for women. While winery region is very
important to both men and women, women rely on medals and awards more than men.
Research limitations/implications Consumers who are not necessarily comfortable with using
the internet would not have had an opportunity to participate in this study.
Practical implications The differences by gender in the importance of and the usage of various
information sources could help retailers prioritize their communication methods in US stores. Store
personnel, servers, sommeliers, and winery personnel should be well-prepared to answer questions
and make recommendations.
Originality/value Women buy 80 percent of the wine sold in the USA. This study helps retailers
understand their preferences and how to assist them more effectively in their purchase decisions.
Keywords Information searches, Retailing, Wines, Consumers, Gender
Paper type Research paper

Introduction
As the global wine industry grows more competitive, marketers are asking themselves
how best to differentiate their brands to consumers in ways that are critical to success.
Consumer perceptions of a wines quality are important factors in the decision process,
but with thousands of wines to choose from, how does a consumer select one wine over
another? When evaluating how wine buyers make their decisions, it is probably wise to
look for differences by demographic and psychographic variables. A starting point
may be to look at differences by gender. According to Rappaport et al. (1993), men and
women do in fact differ in terms of the relative importance they will place on pleasure, International Journal of Wine
health, and convenience as it relates to food and beverage consumption. In a study Business Research
Vol. 19 No. 4, 2007
pp. 327-339
q Emerald Group Publishing Limited
The authors would like to thank Northeastern University Institute of Global Innovation 1751-1062
Management for their generous support. DOI 10.1108/17511060710837454
 IJWBR involving print ads, Le Bel (2005), found that women were more sensitive to ads that
19,4 conveyed the wines sensory qualities, while the men were more influenced by ads that
emphasized sex appeal. Le Bel recommended that marketers consider gender
differences in their branding and communication programs. These results suggest that
men and women may use different criteria when selecting a wine. This research seeks
to determine if women do indeed have a different set of preferences than men when
328 choosing a wine.
According to a study by the Wine Market Council, 60 percent of Americans who
consume wine once or more a week are women, and women buy 80 percent of the wine
sold in the US (Anon., 2005). To be more specific, 80 percent of the shoppers purchasing
wine on the retail shelves are women and many of these purchases are in grocery and
discount stores (Hunt, 2005). Joanne Yaccato, author of The 80% Minority: Reaching the
Real World of Women Consumers, states in an article entitled Through the gender
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lens (Yaccato, 2003), that there is a definite shortage of market intelligence from the
female perspective.
There are many reasons for such a difference postulated in the press and in trade
articles. In addition to family responsibilities, many US women work outside their
homes. These women typically average 60 to 70 hours or more each week between their
job and home responsibilities. These women are self-confident and individualistic,
concerned with convenience, knowledgeable and demanding consumers, and
indifferent to small price differences among stores or merchandise (Berman and
Evans, 1998). These women suffer from a poverty of time and often place a high
value on goods or services that minimize time expenditures (Berman and Evans, 1998).
However, the importance of the wine purchase, perhaps an informal occasion versus a
formal occasion, may affect the amount of time spent making a decision and evaluating
alternatives.
Many wineries are starting to develop products that appeal primarily to women,
such as lighter, low-alcohol wines. Tracey Mason of Beringer Blass Wine Estates notes,
as wines are becoming so alcoholic, it is difficult to drink a glass of wine during the
week, especially with womens busy lives and having kids. She states that sometimes
women would really like to have a glass of wine but might forego it because of the
demands on their lifestyles (Anon., 2005, p. 12). In addition to developing new wines
tailored to womens tastes and busy lives, marketers also need to develop a better
understanding of how women shop for wine. In other words, what types of information
do they rely on in making their wine buying decisions? Chaney (2000) reported that in a
sample of 109 UK consumers, the two highest ranked information sources were point of
sale material and labels. Her research found that there was very little external search
undertaken prior to entering the store. No information was provided on the gender of
the consumers in the sample, but this type of information would be important for wine
marketers to know about US women who are purchasing wine.
In order to achieve success with a new product innovation there is a need for a
strong market orientation. A policy of innovating without paying attention to the needs
of consumers is most likely to result in fewer successful new products (Calentone and
di Benedetto, 1994). An understanding of what quality means to consumers offers the
promise of improving brand positions through more precise market segmentation,
product planning, promotion, and pricing strategy (Zeithaml, 1988). It is important to
know which cues are important and how they vary in different buying situations.
 The wine industry has entered a stage where just making good products is not Women wine
enough to grow the market. There is a wide choice of products available for consumers consumers
and these industries need to move from a production orientation to a marketing
orientation based upon understanding the consumer (Thomas, 2000). The consumers
choice is likely to be influenced to a greater extent by product attributes that are not
part of the core product. Opportunities lie in designing extrinsic product attributes
such as unique packaging (Orth, 2002). 329
The context in which the product is sold also affects how information reaches the
consumer. More and more, it is the retailers that are the critical link in getting a brand
into the hands of the consumer. As far as supermarket sales are concerned, up to 70
percent of consumer decisions are made in the store (Bramwell, 1997). The environment
in which purchasing decisions are made is changing and this has created a gap in
getting the word to consumers.
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It is known that consumers use a variety of cues when making quality judgments.
They consider price, the label, the brand, the region of origin, and shelf position (Jacoby
and Olson, 1985; Lockshin et al., 2006; Lockshin and Spawton, 2001). Many of the
attributes are under the control of the producer so consumer response should be
considered before implementing these attributes. An experiment providing
information to some consumers and not others showed that knowledge of the
purpose of alternative closures increased their acceptance (Murray and Lockshin,
1997), so there is some proof that point-of-sale information can help consumers adopt a
discontinuous innovation. It is advantageous to isolate groups of potential customers
who place differing emphasis on cues and to identify marketing opportunities by
exploring the potential for cue combinations not currently available (Hair et al., 1998).
In the academic literature, Spawton (1991a) contends that the major influences on
wine purchase decisions are: perceived risk; product cues such as brand, label and
price; product experience and knowledge; and the product-use situation. Fennell (1978)
also found the product-use situation to be a critical factor in the purchase decision. Is
the wine for consumption at home with family or for a dinner out with business
associates? In other words, is there social or financial risk involved in the purchase?
The purpose of this research is to examine the preferences for wine expressed by
women in the US and compare them to the preferences expressed by men. Differences
in information search, purchase situation, and coping mechanisms are also addressed.

Information search
A key factor in the successful marketing of wine to women in the retail setting will be
the identification of what is important in the decision-making process. According to
Perreault and McCarthy (2005), during the typical information search the consumer:
determines the alternatives (in this case the various types of wine, varietals, and price
ranges), and then, ascertains the characteristics of each wine alternative. The reader
can immediately see a problem here because a busy woman will not have the time to
ascertain the characteristics of thousands of wines. Actually, the extent to which a
consumer searches for information depends, in part, on that individuals perception of
the risk attached to the purchase. Risk varies among individuals and by the situation
(Berman and Evans, 1998). Financial risk (an expensive bottle of wine) or social risk (an
important business dinner) can raise the perceived risk involved in the purchase.
 IJWBR One of the retailers roles in the consumers search process is to provide enough
information for the individual to feel comfortable in making wine purchase decisions,
19,4 thereby reducing the wine purchasers perceived risk. Point-of-purchase advertising
(shelf-talkers), product displays (Harvest Fair Gold Medal Winners), and
knowledgeable sales staff (not the produce manager) help provide wine purchasers
with the information they need to make a decision.
330 In evaluating alternatives, a wine that is clearly superior to the others makes the
consumers decision quite easy. And a wine that is of excellent quality (a Gold Medal
Winner) and has a low price (it is on sale) will be the easy choice over more expensive,
average-quality wines. But most of the time evaluating the alternatives is not that easy.
If two or more options seem attractive, then the buyer will have to determine which
criteria (attributes) to evaluate and the relative importance of them. Then the wine
alternatives will be ranked in the mind of the purchaser, and a decision will be made.
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Purchase situation
Hall et al. (2001) examined the relationships between choice of wine and the type of dining
occasion. In their survey of Australian wine consumers, they looked at two categories of
attributes used when selecting a wine, explicit cues and implicit cues. Explicit cues
consisted of familiarity, price, quality, taste, and suitability. The implicit cues used were
color, packaging, country of origin, and the size of the container. The authors found that
in all types of occasions, from intimate dinners to parties, price was the most important
extrinsic cue. In the category of intrinsic cues, taste was the most important factor, with
the type of wine (red or white) being next in importance. In the situations where
respondents were dining with family members and/or friends, the desired consequences
of the wine choice were to relax and socialize, enjoy a good complement to the food, and
enjoy a decent quality wine. In the case of a party or celebration, the quality of the wine
and socializing were still the highest desired outcomes, but impressing others gained
significantly in importance. When a wine consumer starts talking about impressing
others, social risk factors are involved in the decision-making.

Risk aversion
It appears that in certain wine consumption situations there is an element in the
decision process that involves a risk-aversion strategy (Spawton, 1991b; Mitchell and
Greatorex, 1989; Gluckman, 1990). Mitchell and Greatorex (1989) propose that
purchasing wine mostly involves functional risks such as social risks, financial risks,
and physical risks. Social risks may involve trying to avoid being embarrassed in front
of business associates and friends; financial risks involve the cost of the wine, and
physical risks involve the actual effects from alcohol consumption.
Spawton (1991b) identified six risk-reduction strategies used by wine consumers:
(1) Selecting wine brands that represent consistent quality and are included in the
range of safe brands established in the mind of the wine consumer.
(2) Selecting wines based on the recommendations of friends and colleagues.
(3) Following the advice of sales associates.
(4) Using their own knowledge gained through wine education.
(5) Price (as an indicator of quality).
(6) Packaging and labeling as a indicator of quality.
 Recent studies have also found that the origin of wine is often perceived as an indicator Women wine
of quality and may be used as the basis of decision making when purchasing wine consumers
(Duhan et al., 1999). Origin information typically serves as a halo from which
inferences are made about unfamiliar wines. In the case of a US wine purchaser, the
reputation of the Napa Valley can be used as a indicator of quality. Wines from other
parts of the US have a difficult time competing with Napas reputation. An
international research project recently indicated that the most important attribute for 331
both Australia and New Zealand was the geographic origin of wine (with local wines
preferred over all other choices presented) and the most important attribute for the US
was the type of wine (with red wine preferred over all other choices presented) (Atkin
et al., 2006).
In addition, medals, usually at the gold or silver level, have become a means of
signaling quality to the wine purchaser. According to Ulrich Orth (2002), only a
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fraction of worldwide sales of wine go to sophisticated wine connoisseurs who are able
to evaluate the quality of a wine based on varietal, producer, vintage, and vineyard.
Orth contends that one method the average wine consumer relies on for signaling a
quality wine is medals, usually at the gold or silver level. The paper stick-on medals
help wine buyers quickly and reliably find quality wines on their retailers shelves;
however, Orth warns that consumers are becoming more savvy about medals and are
aware that there are regional, national and international awards.

Research question
Based on the preceding discussion of wine buying behavior, we developed a set of
research questions to ascertain gender differences in the wine purchasing situation. Do
womens preferences differ from those of men? Specifically, do womens preferences on
the following attributes of wine differ from those of men:
.
Type of wine.
.
Region of origin.
.
Closure type.
.
Price.
.
Winery size?

Do womens information search behaviors differ from mens information search

behaviors? Do womens coping mechanisms in the absence of information differ from
those of men?

Data collection
The study sample represents only US wine drinkers and should not be taken as a
general population sample. However, it is a reasonable sample to understand why
some consumers prefer one wine style to another and the choice criteria and helping
mechanisms they use to make their wine purchase decisions. The sample included 497
males and 877 females. Table I shows some significant differences by gender that will
be discussed in the results section. The key demographic linked to these constructs
was frequency of wine consumption. When asked how often they consumed wine, over
88 percent of respondents replied that they drank wine at least once per week. People
who consume wine at least once a week are core drinkers, as defined by the Wine
 IJWBR
Mean Mean Significance
19,4 Variable men SD men women SD women t-value level

Wine
Dry red 6.37 1.16 6.13 1.35 3.333 0.001
Aromatic white 4.75 1.62 4.68 1.72 0.752 0.452
332 Dry white 4.34 1.65 4.37 1.80 20.366 0.714
Blush red 2.45 1.63 2.13 1.57 3.657 0.000

Region
US 5.92 1.24 5.92 1.27 20.054 0.957
Australia 5.14 1.30 5.29 1.31 21.939 0.053
South America 4.51 1.33 4.82 1.34 24.165 0.000
France 4.52 1.73 4.51 1.54 0.136 0.892
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Closure
Real cork 5.37 1.43 5.67 1.35 23.955 0.000
Synthetic 4.17 1.55 4.08 1.53 1.107 0.268
Stelvin screw cap 3.97 1.75 3.20 1.79 7.875 0.000

Price
Medium $10.00 to $14.99 5.43 1.40 5.82 1.20 25.419 0.000
More $15.00 to $24.99 5.30 1.28 5.21 1.33 1.223 0.221
Maximum $25.00 and
up 4.37 1.78 3.90 1.66 4.959 0.000
Low $2.00 to $9.99 4.14 1.96 4.34 1.94 21.814 0.070

Winery
Small 5.62 1.23 5.34 1.34 3.835 0.000
Regional 5.49 0.99 5.49 1.03 20.049 0.961
National 4.38 1.30 4.55 1.31 20.221 0.027
Table I. International 3.54 1.40 3.80 1.50 23.226 0.001
Significant differences by
gender Note: Based on a sample of 1,374 US wine drinkers: 497 males and 877 females

Market Council (Thach, 2002). Our sample had very similar incidences of regular wine
consumption (a few times weekly or more often) across both groups.
In cooperation with a Napa Valley-based closure manufacturer and a few US
wineries interested in consumer preferences, we sought to determine the preferences of
relatively frequent purchasers of wine (see preceding paragraph) in the US. We thought
that consumers who appeared on various retailer or wine club mailing lists would be
more likely to have developed well-formed opinions, being regular wine drinkers, and
would provide the best indication of why or why not they purchased certain wines. One
of the goals of the study was to examine the preferences of female consumers to see if
their preferences differed from male consumers. Respondents were obtained in the US
by sending e-mails to the customer lists provided by wine-related groups such as the
Wine Brats and the Winex Wine Club. The Wine Brats are a non-profit group of
young-at-heart wine enthusiasts who want to learn more about wine and meet
regularly to discuss wine. The Winex Wine Club is a group formed by Wine X
Magazine, a young adult lifestyle magazine featuring wine articles. The survey was
 posted on the internet from June 15, 2004 to November 14, 2004. There were 1,691 Women wine
respondents from the US. consumers
Research was conducted by designing a web-based survey regarding various wine
features. The specific questions were pre-tested with 50 respondents in the US. We
collected empirical data by administering a survey in order to understand consumers
buying preferences for a variety of wine attributes. Respondents used a seven-point
scale to rate the following attributes: 333
.
Type of wine: dry white, aromatic white, dry red, blush red.
.
Region of origin of wine: Australia/New Zealand, France, Sonoma/Napa,
Chile/Argentina.
.
Closure type: traditional cork, synthetic cork, screw cap.
.
Price: $2.00 to $9.99; $10.00 to $19.99; $20.00 to 24.99; $25.00 and up.
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.
Winery size: small boutique, mid-size region winery, large nationally recognized
winery, international conglomerate winery.

Additional questions delved into the nature and extent of information search
undertaken by respondents and the coping mechanisms used in conditions of
uncertainty. For example one question related to information search and asked when I
am unsure about making a wine selection I . . . This question was followed with nine
statements. The respondent could respond by indicating on a seven-point scale the
degree to which they agreed with each statement. A 1 indicated strongly disagree
and 7 indicated strongly agree. The statements were: look at the bottle label, read
the store shelf tags, look for newspaper or magazine reviews/recommendations, read
books on wine, ask friends or family, consult the restaurant menu recommendations,
consult with store personnel, consult with restaurant/winery personnel (server,
sommelier), and other.
The second statement asked about choice criteria or decision coping mechanisms
when unsure about making a wine selection. Table II provides a listing of the two
categories of questions and the responses. Respondents completing the survey were
entered into a lottery to win a case of wine worth $100.

Results
The data for the US was split into two groups based on gender. An independent sample
t-test of the means was then performed on key variables to determine if there was
indeed a difference in preferences between men and women. Results are shown in
Tables I and II.
We first addressed the difference in preference for basic types of wine. Both genders
ranked the types of wine in the same order with dry red wines ranking the highest and
blush red ranking the lowest. Although both showed the greatest preference for dry
reds, the mean for men was significantly higher than the mean for women (mean
men 6:37, SD 1:16, mean women 6:13, SD 1:35, p 0:001). Men also
showed a stronger preference for blush reds (mean men 2:45, SD 1:63, mean
women 2:13, SD 1:57, p 0:000). There was no significant difference on the
white wines.
As far as the region of origin, US consumers strongly preferred home country of
origin, i.e. US wines. Men and women both ranked US wines first, followed by
 IJWBR
Mean Mean Significance
19,4 Variable men SD men women SD women t-value level

Information search
Server, sommelier 5.57 1.45 5.83 1.35 23.364 0.001
Store personnel 5.34 1.42 5.57 1.53 22.807 0.005
334 Label 5.27 1.62 5.42 1.49 21.754 0.080
Shelf tag 4.82 1.57 5.24 1.59 20.4697 0.000
Friends 4.56 1.72 5.08 1.63 25.568 0.000
Menu 4.34 1.66 4.90 1.53 26.288 0.000
Reviews 4.89 1.71 4.85 1.75 0.506 0.613
Books 4.83 1.79 4.21 1.86 6.006 0.000

Coping mechanism
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Region 5.28 1.22 5.19 1.27 1.300 0.194

Medals 4.05 1.62 4.68 1.51 27.154 0.000
Price 4.21 1.49 4.58 1.46 24.461 0.000
Buy the same 4.02 1.61 4.50 1.53 25.475 0.000
Artwork 2.69 1.56 3.38 1.70 27.485 0.000
Random 2.40 1.53 3.13 1.74 27.873 0.000
Do not buy 1.98 1.45 1.65 1.23 4.441 0.000

Sources reviewed 5.31 8.09 3.44 3.17 6.052 0.000

Screw caps bought 2.09 4.27 1.05 2.24 5.972 0.000

Table II.
A listing of the two How often drink 1.70 0.671 1.93 0.664 26.327 0.000
categories of questions
and the responses Notes: Based on a sample of 1,374 US wine drinkers: 497 males and 877 females

Australia, South America and France. Women did show a significantly stronger
preference for South American wines than men (mean men 4:51, SD 1:33, mean
women 4:82, SD 1:34, p 0:000).
Packaging is a very important clue for many shoppers when trying to assess the
quality of a wine. It can be used as a proxy for quality when the wine cannot be trialed
personally. A controversial aspect of packaging is the closure. Both genders clearly
preferred the natural cork. Synthetic closures followed and screw caps were viewed
somewhat negatively, finishing last. Interestingly, women showed a significantly
stronger preference for natural cork than men (mean men 5:37, SD 1:43, mean
women 5:67, SD 1:35, p 0:000). On the other side of the coin, women showed
a significantly more negative attitude toward the screw cap than men, who were
basically neutral on the issue (mean men 3:97, SD 1:75, mean women 3:20,
SD 1:79, p 0:000).
Regarding price, both groups ranked the $10.00 to $14.99 price category the highest.
A significant difference was shown in that men displayed a stronger preference for the
most expensive ($25.00 and up) price category (mean men 4:37, SD 1:78, mean
women 3:90, SD 1:66, p 0:000). Women, on the other hand, showed a stronger
preference than men for the $10.00 to $14.99 wines (mean men 5:43, SD 1:40,
mean women 5:82, SD 1:20, p 0:000) women also showed a stronger, but not
 significant, preference for the $2.00 to $9.99 price category (mean men 4:14, Women wine
SD 1:96, mean women 4:34, SD 1:94, p 0:070). consumers
When asked about preferences based on the size of the winery, men showed a
stronger preference for small wineries (mean men 5:62, mean women 5:34,
p 0:000). Women, on the other hand, exhibited a statistically stronger preference for
national (mean men 4:38, mean women 4:55, p 0:027) and international
wineries than men (mean men 3:54, mean women 3:80, p 0.001). 335
The next area of research concerned the information search habits of men and
women. As shown in Tables II and III, women showed a significantly stronger
preference for acquiring on the spot information, including asking questions of the
sommelier and reading the menu in restaurants as well as asking store personnel,
reading labels, and reading shelf tags in stores. Men showed a significantly stronger
tendency to read books about wine. This tendency of searching for information away
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from the point of purchase was also evident when we looked at the number of
information sources reviewed. The mean for men was 5.31 sources reviewed and the
mean for women was significantly lower at 3.44 sources reviewed (p 0:000).
When sufficient information cannot be obtained, there was a clear difference in the
coping mechanisms of men and women. While the most popular coping mechanism for
both was to rely on region of origin, women showed a significantly stronger tendency
to make a decision based upon secondary criteria such as medals won, price, buying
the usual brand, buying based upon artwork and just randomly choosing a bottle (see
Table IV). Although it was the least preferred choice of both sexes, men felt less
negative about walking away without buying a bottle of wine.

Information search Mean men SD Mean women SD Significance level

Server, sommelier 5.57 1.45 5.83 1.35 0.001

Store personnel 5.34 1.42 5.57 1.53 0.005
Label 5.27 1.62 5.42 1.49 0.080
Shelf tag 4.82 1.57 5.24 1.59 0.000
Friends 4.56 1.72 5.08 1.63 0.000
Menu 4.34 1.66 4.90 1.53 0.000
Reviews 4.89 1.71 4.85 1.75 0.613 Table III.
Books 4.83 1.79 4.21 1.86 0.000 The information search
Sources reviewed 5.31 8.09 3.44 3.17 0.000 habits of men and women

Coping mechanism Mean men SD Mean women SD Significance level

Region 5.28 1.22 5.19 1.27 0.194

Medals 4.05 1.62 4.68 1.51 0.000
Price 4.21 1.49 4.58 1.46 0.000
Always buy 4.02 1.61 4.50 1.53 0.000
Artwork 2.69 1.56 3.38 1.70 0.000
Random 2.40 1.53 3.13 1.74 0.000 Table IV.
Do not buy 1.98 1.45 1.65 1.23 0.000 The coping mechanisms
 IJWBR Lessons learned
19,4 To overcome the social risk, we suggest that wine marketers need to focus on the value
and image barriers associated with packaging. In order to reduce the likelihood of
making a bad purchase decision, consumers employ risk reduction strategies (Mitchell
and Greatorex, 1988). A variety of strategies have been enumerated in previous
research (Spawton, 1991b), including the use of extrinsic cues such as pricing and
336 packaging. Since objective information is often not available, consumers rely on
subjective information, which is also known as perceived quality. Ram and Sheth
(1989) suggest improving the products positioning by creating a unique image. One
way of increasing perceived value is by introducing unique packaging on wines to
send a signal of quality.
It is also important for wine marketers to promote the quality advantages of recent
innovations such as screw caps and bag-in-box. The results of a recent international
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survey showed that Australians and New Zealanders do not find the tradition of corks
(the pop and the ceremonial presentation) as important as do Americans (Atkin et al.,
2006). This indicates that resistance relating to tradition and ritual can be overcome if
the relative advantages of such innovations are promoted to the consumer. The same
study found that men are more likely to be adopters of screw caps compared to women,
so marketing campaigns may profit by showing how innovative packaging can fit into
womens values and lifestyle. One possible way of doing this is to develop wine cellar
door activities for women. A girls night out program will allow women to feel
comfortable discussing wine amongst themselves and will also allow the winery to
obtain value feedback regarding womens preferences.
This information is important because wineries need to know how to make wine
more accessible to the public. As new innovations are introduced, the right people need
to be reached in order to achieve success. For example, a recent examination of the
early adopters in the US showed that educating consumers about screw cap
advantages is important. Early adopters are more likely to discuss wine with others
and review new material about wine. By directing their marketing efforts to the right
target segment, wineries can enhance their chances of success with new product
developments. Another example is that men are less likely to buy the same wine than
women. This may indicate that marketers should appeal to consistency for the female
market while a new experience may be more appealing to men. Additionally, mens
stronger preference for expensive ($25.00 and up) as opposed to womens stronger
preference for medium priced wine ($10.00 to $14.99) could also form the basis for
differing marketing emphases.

Conclusion
This paper investigates the impact of the consumers gender on buying decisions and
responses to the wine purchase situation. A variety of individual consumer preferences
were researched, focusing especially on product attributes, information search, and
coping mechanisms. The results show that these consumer preferences can serve as
markers in developing and targeting persuasive messages to attract specific consumer
groups. This will help marketers to develop strategies to increase sales.
Consumer perceptions of price, quality, and value are considered to be pivotal
determinants of product choice. The challenge for marketers will be how to reach
women consumers with information about wines in a manner that is relevant to their
 busy lifestyles. Well informed restaurant and store personnel appear to be critical Women wine
factors in a brands success. Labels and shelf tags are important sources of information consumers
in the retail setting and should be designed to appeal to womens tastes for style, color,
food pairings, and even humor.
More general and public research is needed to better understand how, for example,
packaging impacts the purchase decision (Thomas, 2000). Packaging is pivotal to both
the delivery and acceptance of a wide range of products. Packaging is important for 337
technical and functional reasons, but also for aesthetics and emotion. It represents the
last chance to communicate with and influence the consumer. In addition, why do
women have a stronger preference for national and international wine brands? Does it
relate to availability at the retail level?
Respondents were obtained in the US by sending e-mails to the customer lists
provided by wine-related groups such as the Wine Brats and the Winex Wine Club.
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Membership in these types of organizations suggest the sample was a group with a
high level of involvement with wine. Therefore, as with many internet-administered
surveys, a certain type of wine consumer may not have been sampled. For example,
consumers who are not necessarily comfortable with using the internet would not have
had an opportunity to participate in this study. Consumers who are less involved in
wine organizations and wine web pages also would not have been sampled. However, a
response rate of 1691 should provide enough reliable data for wine marketers that
supports the premise that there are significant gender differences in wine
decision-making methods and wine preferences.
The results of this study can be useful for industry in general as a means for
gathering knowledge about the timing of a product launch of a discontinuous innovation,
for evaluating ways to speed the takeoff of new products, and for understanding how
gender may affect the acceptance of products and decision-making criteria. Marketing
managers in the US have long been concerned with how to launch products most
effectively and how to reach consumers with information. This research demonstrates
how perceptions of product attributes differ for various genders. The differences in these
perceptions could help to predict likely communications problems and overcome them.
Each product category will likely need research to understand the role of gender in
getting new products into the marketplace and how to influence retail buyers, especially
women. A better understanding of how consumers choose products will lead to a better
framework on which to base decisions on pricing, packaging, and distribution.

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 About the authors Women wine
Thomas Atkin is Associate Professor of Operations and Supply Chain Management at Sonoma
State University where he teaches in the Wine Business Program. He received his PhD in Supply consumers
Chain Management from Michigan State University in 2001. His research interests include
customer-supplier relationships, packaging innovation, and wine consumer preferences. Thomas
Atkin is the corresponding author and can be contacted at: tom.atkin@sonoma.edu
Linda Nowak is Professor of Marketing at Sonoma State University where she teaches Retail
Management, Consumer Behavior, and Marketing Management. She received her PhD in 339
Marketing from Saint Louis University in 1996. Her research interests are in brand management,
tasting room management, and wine consumer preferences.
Rosanna Garcia is the McCarthy Family Fellow in the Marketing Department at Northeastern
University in Boston. She received her PhD in Marketing from Michigan State University. Her
research interests are in complex systems, the diffusion of innovations and consumer choice
modeling.
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