Factors influencing the decision-making process of the new wine consumers

This research aims to highlight the determinants able to predict consumption trends, in order to provide important marketing evidence to wineries whose goal is to penetrate new markets. To achieve this aim, the research focuses on the average US consumer, represented by a Missouri population. The reasoned action approach (Fishbein and Ajzen, 2010) was applied to 140 wine consumers from Missouri. Behavioural and normative beliefs were surveyed to study their influence on attitudes and subjective norms, which affect intentions and behaviours. The gathering of information was divided into two phases: an exploratory analysis and a survey by questionnaire. The results confirm the new trends in wine consumption and the emerging predominant role of friends in influencing wine consumption. The importance of family as a reference social group is overshadowed. The sensory characteristics of wine remain relevant, and the role of health in determining the choice to consume wine is confirmed as controversial. The study highlights that the social pressure resulting from reference people and groups is losing significance in relation to attitudes, expressed by the opinion that the individual shapes about behavioural consequences.