Factors Influencing Variety-Seeking Consumers in the Selection of a Wine Brand in Kenya: A Case of Chandarana Foodplus Limited, Nairobi

Abstract

Wine purchase is often seen as a very confusing process and many consumers are overwhelmed by the vast choices available. Variety-seeking consumers appear to relish the wide variety of styles, varietals and national origins of wine. Variety-seeking is an important construct for wine marketers, as it can present a challenge when attempting to create brand loyalty while providing opportunities to introduce new or little-known wine brands. The overall purpose of the study was to investigate the factors influencing variety-seeking consumers in the selection of a wine brand in Kenya. The study utilized the descriptive research design and was based in Nairobi targeting a population of approximately 2000 consumers who purchased wine at the seven outlets of Chandarana Foodplus Supermarket. Cluster sampling technique was used to divide the population into clusters then a simple random sample of clusters was selected. The sample size of the study was selected using the Yamane formula which gave the study a sample size of 333 subjects. A structured questionnaire with a five-point Likert scale was used to collect data from respondents. SPSS version 23 was used to analyze collected data and generate descriptive and inferential statistics. The first objective investigated consumer characteristics and variety-seeking tendencies. The study showed that consumers’ wine purchase behavior was not strictly based in a random manner. The study indicated that the consumers’ decision of wine purchase was guided by their personal impulse and impression of the wine brand. The second objective investigated consumer product values and variety-seeking tendencies. The study showed that wine product attributes are a significant factor for consumers during wine purchase. The study revealed that intrinsic product attributes like quality have a greater effect on consumer perception of product quality than extrinsic cues like price. The third objective investigated wine consumption usage and variety-seeking tendencies. The study showed that consumers’ personal characteristics did not override everything during their wine purchase. The study revealed that the consumers’ personal motivations and intentions of use formed the basis of their wine selection.The study concludes that that wine is not purchased by random behavior. It concluded that the consumers’ wine purchase behavior was not strictly based on a random manner. Instead, the decision was guided by their personal impulse and impression of the wine brand, and their purchase process involved an evaluation of a few alternative brands. The study also concluded that Wine product attributes were also a significant factor for consumers during wine purchase, and intrinsic product attributes. Customers used the product image of a particular wine brand to assess and classify it, and also rely on previously stored knowledge of wines during their purchase instead of processing new incoming information. It concluded that the consumers’ personal characteristics did not override everything during their wine purchase, instead, personal motivations and intentions, as well as the financial situation, form the basis of their wine selection. The study recommends for wine sellers to ensure that they keep in mind all the aspects that consumers prioritize during wine selection. The study recommends for more attention to be placed on intrinsic aspects of the wine which was identified as the most sought aspect by consumers compared to extrinsic attributes such as price. The study further recommends that attention be placed on the specific usage of wine as consumers will purchase different wine brands based on their intended use. This study was conducted in Nairobi and was carried out on the customers who patron Chandarana Foodplus that operated in Nairobi County. The study, therefore, recommends that further studies be conducted on other outlets within the city for a comprehensive focus on factors influencing variety-seeking consumers in the selection of a wine brand in Kenya.