New wine producers in South Africa struggle to enter the established domestic wine market. This project investigated the importance of identity in wine consumption. We conducted a survey (n=102) to assess drivers of consumer-brand identification, a paired comparison of wine labels (n=59), and interviewed industry experts (n=10). Results indicate that identity does have an influence on consumer wine preferences, with black consumers identifying with labels displaying South African traits. Additionally, brand prestige, social benefits, distinctiveness, and warmth influence wine purchasing preferences more generally. New producers should market their distinct identities (black, female) as they reveal warmth and familiarity to certain consumer segments, and can drive brand distinctiveness.

• This report represents the work of one or more WPI undergraduate students submitted to the faculty as evidence of completion of a degree requirement. WPI routinely publishes these reports on its website without editorial or peer review.

Creator

• Lewis, Rose Elizabeth
• Kruzan, Derek Albert
• Bovich, David
• Payano, Jennifer A.

Subject

• Sustainability
• Culture
• Inclusion
• Industry
• Community

Publisher

• Worcester Polytechnic Institute

Identifier

• E-project-121417-094228

Keyword

• Women entrepreneurs
• Marketing

Advisor

• Bulled, Nicola
• Skorinko, Jeanine LM

Year

• 2017

Center

• Cape Town, South Africa Project Center - IQP

Sponsor

• Farmer, Beverly
• Women in Wine

Date created

• 2017-12-14

Resource type

• Interactive Qualifying Project

Rights statement

• In Copyright

License

• All rights reserved

Last modified

• 2021-02-03