Consumer behaviour survey; Factors affecting consumer’s wine purchasing decision in a restaurant
Arvola, Lauri (2019)
Arvola, Lauri
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202001301845
https://urn.fi/URN:NBN:fi:amk-202001301845
Tiivistelmä
The main purpose of this thesis was to conduct a consumer behaviour survey for the case company Wihuri Wine Academy. The overall objective was to study and understand the consumers wine purchasing decision and what factors affect the decision when purchasing wine in a restaurant. The research was made in cooperation with Wihuri Wine Academy.
The survey was conducted in November and December 2019 with an online survey tool called Google Forms, an application from Google Inc. The research had 20 multiple choice questions and was designed to be completely anonymous. The main theories and knowledge base in this thesis were Buyer Decision Process that includes Problem Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Post-Purchase Evaluation. Other theories used in this thesis were Consumer Decision Making and Decision Spectrum, as well as Food and Beverage Marketing and Personal Selling. The research was conducted with a quantitative research survey. The main result of the research was that there are a number of different factors that affect the consumers buying decision including price, grape type, restaurant employee and origin of the wine, to name few. The recommendation was that a well-educated restaurant employee with a help from the restaurant’s good selection of wines from Old World countries for a reasonable price can affect the consumers buying decision. Keywords: Buyer Decision Process, Consumer Decision Making, Wine Purchasing Decision.
The survey was conducted in November and December 2019 with an online survey tool called Google Forms, an application from Google Inc. The research had 20 multiple choice questions and was designed to be completely anonymous. The main theories and knowledge base in this thesis were Buyer Decision Process that includes Problem Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Post-Purchase Evaluation. Other theories used in this thesis were Consumer Decision Making and Decision Spectrum, as well as Food and Beverage Marketing and Personal Selling. The research was conducted with a quantitative research survey. The main result of the research was that there are a number of different factors that affect the consumers buying decision including price, grape type, restaurant employee and origin of the wine, to name few. The recommendation was that a well-educated restaurant employee with a help from the restaurant’s good selection of wines from Old World countries for a reasonable price can affect the consumers buying decision. Keywords: Buyer Decision Process, Consumer Decision Making, Wine Purchasing Decision.