A study of Predicting Consumption, Wine Involvement and Perceived Quality of Indian Red Wine
Dr. Sharad Patil, Ashoo Gupta Khan
Indian wine drinkers’ questionnaire responses measured consumption dimensions, product involvement, subjective knowledge, personality traits and socio-demographics to predict red wine consumption and perceived quality. Total red wine consumed/week was predicted by wine involvement (product involvement); being male and self-monitoring (ability); the number of days/week drinking red wine was predicted by age and wine involvement (product sign) and higher income. Higher self-monitoring predicted
buying more expensive wine. Wine involvement was predicted by wine subjective knowledge, reward responsiveness, need for cognition and, negatively, by impulsivity (non-planning). Perceived quality was predicted by sensitivity to reward and older wine company and, negatively, by higher expenditure.