The Swedish Consumer: A study of Involvement and the attributes of Consumer Behavior in the Wine Market 2006 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis

Abstract [en]

This dissertation embarks upon consumer involvement, preferences and characteristics regarding wine purchasing in the Swedish market. In a county where schnapps and beer have been traditional favorites, perspicacity towards wine is not as deep-rooted in comparison to other European countries. In the last decade however, wine consumption has risen due to evolving legislation and the emergence of several wine organizations. As the Swedish consumers’ taste for wine has become more acute, our interest was to study the demographic variables which dictate levels of wine interest and preferences. Our literature was focused on wine as related to consumer confidence, country of origin, labeling, and most prominently, Mittal’s Purchase-Decision Involvement Scale. Based upon the findings from our literature, we developed 13 hypotheses regarding consumer involvement as related to attributes of wine. Based upon Mittal’s Purchase-Decision Involvement Scale, we designed our own scale, the Adapted Mittal’s Wine Involvement Scale (AMWIS), tailored for measuring involvement levels of Swedish consumers. A questionnaire was then constructed in order to gauge involvement and importance placed on wine characteristics, as well as involvement correlations with demographic variables. Further aims of the questionnaire were to gain information about confidence, country of origin inclinations, and purchasing preferences. 210 responses were gathered from subjects in Halmstad, Sweden. The results from the questionnaire were analyzed using SPSS 13.0. The conclusions from the questionnaire allowed 10 out of the 13 hypotheses to be accepted. The information gained from the hypotheses and other research objectives provides an interesting glimpse into the Swedish wine consumer.

Place, publisher, year, edition, pages

2006.

Keywords [en]

Product Involvement, Consumer Behavior, Consumer Confidence, Country of Origin, Wine, Swedish Consumer.

Identifiers

URN: urn:nbn:se:hh:diva-13626Local ID: U12782OAI: oai:DiVA.org:hh-13626DiVA, id: diva2:368817

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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