KOREASCHOLAR

WINE CONSUMPTION BEHAVIOUR AMONG WORKING PROFESSIONALS

Jessica Sze Yin Ho, Afrizal Aizat Md Ariff, Ngan Kah Ling, Wong Jing Mun
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271837
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1737-1747
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The wine industry is an emerging market in Malaysia. This study focuses on identifying the factors influencing wine consumption among working professionals. 309 out of 350 questionnaires distributed in the Klang Valley, Malaysia were useful. The findings show that three factors (self-expression, health and emotion) are statistically significant in determining wine consumption behaviour among working professionals. Although marketers like to believe that their efforts drive the demand of particular wines, it was concluded that labelling and branding of wine was not correlated with wine consumption behaviour. Practical implications for wine producers and marketers are discussed.

Keyword
Wine consumption behaviourWorking professionalsConsumptionWineBrand
Author
  • Jessica Sze Yin Ho(Sunway University Business School)
  • Afrizal Aizat Md Ariff(Sunway University Business School)
  • Ngan Kah Ling(Sunway University Business School)
  • Wong Jing Mun(Sunway University Business School)