CONSUMERS' VALUE PERCEPTIONS ON SPARKLING WINE AND PURCHASING INTENTION: THE IMPACT OF COUNTRY OF ORIGIN AND PURCHASING PURPOSES

The purpose of the present study was to investigate the influence of purchasing purposes and country of origin on consumer’s purchasing intentions for sparkling wine, considering the effect of consumer’s value perceptions on the product. Two study populations were investigated: general U.S. wine consumers and self-identified food and beverage practitioners. It was found that for the general U.S. wine consumers, buying wine for gift giving or self-gifting would result in different purchasing intention and perceived emotional-social value, but Country of Origin (e.g., French Champagne or U.S. Sparkling Wine) did not result in any differences in purchasing intentions or perceived values. The practitioner group did not note any significant differences  between scenarios given the purchasing purposes and country of origin on their purchasing intentions and perceived values. Correlations of perceived emotional-social value, perceived price value and purchasing intention were found. Several practical and theoretical implications were presented.