A study of the factors influencing Thai consumers' purchase decision for premium wine

Qualitative analysis was used to study market conditions in Thailand where budget-priced wine remains the most popular, but demand is growing for premium wines. Since 2010, wine consumption in the Kingdom has increased by over 10% annually. Wine is linked to fashionable lifestyles, particularly in urban areas, due to its premium image. Affordable New World wine from the United States, Australia, and Chile heightens product accessibility. In 2014, unit prices increased by 6% after restructuring of the alcoholic drink excise tax imposed in late 2013. Data was gathered by observation of consumer behavior. In-depth interviews were conducted face-to-face and by telephone. The in-depth interviews were conducted via face-to-face or telephone with recording device starting from the first week of March, 2016. The sample size was 25 respondents. Also there was another two exclusive interviews with wine store owners. The criteria to select the interviewee were that they must be over 25 years old who reside in Thailand and had purchased and consumed premium wine within the past year. Samples were asked about purchase attitudes, behavior, and choices. Results were that online shopping is a key outlet for premium wine sellers, due to rapid growth of fourth generation mobile communication technology and numbers of smartphone users. Motivations for premium wine drinkers include social cohesion, connoisseurship, and enjoyment-seeking. These findings may help premium wine marketers and retailers in Thailand to understand wine drinkers, so they develop strategies, taking into account influences on consumer purchasing decisions.