The impact of attention on wines' purchase intention: the moderating role of awards and consumption situations

• Autor(a) principal: Monteiro, Patrícia Gaspar
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18092
• topic: Wine; Eye-tracking; Wine awards; Consumption situation; Marketing; Marketing de vinhos; Imagem de marca; Prémio; Comportamento do consumidor; Preferência do consumidor

On every supermarket shelf, wines compete for consumers’ attention, which is decisive in consumers’ final choice. This investigation aims at clarifying the impact that wines’ labels have on individuals’ attention and how that can determine purchase intention. Simultaneously, it is evaluated the impact and the role that quality perceptions and desire have on inducting purchase behaviors. Besides, it is investigated the role of wine awards and the consumption situation as moderators of such relationships. Thirty-nine individuals participated in an experiment based on a 2 x 2 design (awarded/not awarded x self-consumption/social-consumption). For each scenario individuals’ attention, perceptions of quality, desire and purchase intentions were recorded. Data from eye-tracking shows that, the amount of attention given to a bottle is determinant of individuals’ purchase intentions, a relationship that increases in significance for bottles with awards and for when consumers are buying wine for a consumption situation involving a social environment. Also, both quality perceptions and desire were confirmed to positively influence wines’ purchase intentions. It was verified that attention moderates the relationship between quality perception and purchase intention in the case of awarded wines. Nevertheless, for self-consumption situations, desire is more determinant for purchase intentions, while for social consumption situations quality perception is more significant, due to the increased weight that individuals give to quality when buying for those situations. By using an eye monitoring method, this thesis brings fresh and new insights to the wine industry by highlighting the impact that wines’ labels and different consumption situations have on individuals’ attention and purchase intention.