Williamson et al.

Predicting wine repurchase: a case of low test-retest reliability in China

Patricia Osidacz Williamson and Leigh Francis

The Australian Wine Research Institute/Ehrenberg-Bass Institute for Marketing Science

Simone Mueller-Loose and Larry Lockshin

Ehrenberg-Bass Institute for Marketing Science/Geisenheim University

Introduction

When a consumer chooses a food or beverage brand from an unfamiliar category, most aspects of the quality of the product are unknown, and they will usually rely on cues at the point of purchase. A successful business needs to understand what satisfies consumers so they will be more likely to repurchase the product in the future (Calantone et al. 1996). Expectations can be raised by extrinsic quality cues like advertising, packaging, shelf information and price, as well as previous experience with the product category (Deliza & Macfie 1996). When the product is finally tasted, experienced and consumed, the expected sensory characteristics will be confirmed or disconfirmed, either raising or lowering the consumer’s opinion of the product, leading to a repurchase or else to an alternative product choice (Oliver 1980; Deliza & Macfie 1996). The present study used this concept as inspiration to develop a method to measure the likelihood of future purchases.