TABLE OF CONTENTS This chapter aims to analyse the reasons why people may drink wine. It suggests a threefold model, looking at the utilitarian (physical) benefit, symbolic reasons and experiential motivation, noting however that the latter two are most important. Much of the emphasis in this chapter is on using the paradigms of consumer research as a means of exploring motivation; however, consumer research draws widely on anthropology, sociology, psychology and history, and insights from these disciplines will also be applied, where relevant. The second section of this chapter considers the cultural context of consumers, their values, how segmentation can be applied to provide some understanding of the impulse to drink and the role of involvement as a motivational factor.
The exploration of consumer motivation then uses a consumer-focused research project to explore wine drinkers' own views on why they drink and a range of symbolic and experiential factors will be explored, including historical tradition, situation (including the importance of food), cultural factors, self-image, enjoyment and relaxation. It is necessary to add, however, that the focus of this chapter is on what prompts people to drink not what prompts their choice. Thus activity related to the selection of wine, a major focus of consumer research, is not primarily relevant.
In looking at the context for drinking behaviour given by the social sciences it is necessary to start with a caution. Usually the viewpoint of social scientists is that wine consumption per se is not the primary focus, but rather...
