Consumer personality, attitudes and preferences in out-of-home contexts: The case of rosé wine in Italy

Purpose This study aims to focus on consumers' preferences towards rose wine and explore whether and how the consumption context may influence consumers' choices. Design/methodology/approach Using social networks platform, the authors conducted a choice experiment, to evaluate Italian consumers' preferences for a glass of rose in two consumption contexts, restaurant and wine bar. Characteristics of the rose wine also included price, origin and type of wine. The authors applied a latent class analysis to define rose wine consumers' segments and incorporated personality traits in the model. Findings The results define three rose wine drinkers' profiles: "Wine bar visitors", "The unenthusiastic" and "Restaurant visitors". Socio-demographic characteristics and personality traits significantly affect consumers' membership to the different segments. Who prefers to drink a rose glass at the wine bar is younger, more opened to new experiences and, therefore, more inclined towards more sophisticated choices. Consumers at the restaurants tend to be more extrovert and sensitive to price. Originality/value This research investigates the effect of consumption context on individuals' preference formation for a less familiar wine, such as rose in Italy. To the authors' knowledge, no previous studies explored how personality traits may affect consumers' wine consumption context choices.