Next Article in Journal
Acknowledgement to Reviewers of Beverages in 2015
Next Article in Special Issue
Perception and Description of Premium Beers by Panels with Different Degrees of Product Expertise
Previous Article in Journal
Sensory Description of Cultivars (Coffea Arabica L.) Resistant to Rust and Its Correlation with Caffeine, Trigonelline, and Chlorogenic Acid Compounds
Previous Article in Special Issue
From Sugar of Grape to Alcohol of Wine: Sensorial Impact of Alcohol in Wine
Article

An Exploratory Qualitative Exploration of the Personal Values Underpinning Taiwanese and Malaysians’ Wine Consumption Behaviors

by *,† and
Department of Food Science, University of Otago, Dunedin, 9016, New Zealand
*
Author to whom correspondence should be addressed.
These authors contributed equally to this work.
Academic Editor: Lorenzo Stafford
Beverages 2016, 2(1), 2; https://doi.org/10.3390/beverages2010002
Received: 23 September 2015 / Revised: 2 December 2015 / Accepted: 8 January 2016 / Published: 18 January 2016
(This article belongs to the Special Issue Alcohol Perception and Consumption)
Augmented buying power of East Asian consumers has resulted in increased interest in these markets. Wine is a particularly promising sector to target as the number of East Asians choosing to drink wine rises. In order to serve these markets, companies must understand factors influencing consumers’ choices. The objective of this research was to understand how Taiwanese and Malaysian consumers’ personal values influenced their consumption decisions about wine. The means–end chain framework and associated semi-structured interview technique, value laddering, was used to elicit consumers’ preferred product attributes, the consequences of these attributes and the values that underpin these consequences. Data collection involved intercepting foreign travelers from Malaysia and Taiwan in New Zealand (20 Taiwanese and 20 Malaysian) to partake in a wine choice interview. The resulting findings are exploratory in nature. Analysis revealed the most preferred wine attributes for Taiwanese were “Price” and “Sensory Aspects”—that these attributes were linked to consequences “Financial Considerations” and “Satisfy Senses”—which in turn were linked to personal values “Self Direction” and “Achievement”. For the Malaysian participants, the attribute “Sensory Aspects” of wine was most important, as was the value “Hedonism”. This study adds to literature related to beverage consumption decision making by exploring cultural aspects. It also offers suggestions for practitioners interested in targeting these consumers. View Full-Text
Keywords: cross-cultural; Asian; wine choice; means–end chain; soft laddering; values cross-cultural; Asian; wine choice; means–end chain; soft laddering; values
Show Figures

Figure 1

MDPI and ACS Style

Mirosa, M.; Tang, S. An Exploratory Qualitative Exploration of the Personal Values Underpinning Taiwanese and Malaysians’ Wine Consumption Behaviors. Beverages 2016, 2, 2. https://doi.org/10.3390/beverages2010002

AMA Style

Mirosa M, Tang S. An Exploratory Qualitative Exploration of the Personal Values Underpinning Taiwanese and Malaysians’ Wine Consumption Behaviors. Beverages. 2016; 2(1):2. https://doi.org/10.3390/beverages2010002

Chicago/Turabian Style

Mirosa, Miranda, and Sharon Tang. 2016. "An Exploratory Qualitative Exploration of the Personal Values Underpinning Taiwanese and Malaysians’ Wine Consumption Behaviors" Beverages 2, no. 1: 2. https://doi.org/10.3390/beverages2010002

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Back to TopTop