Product involvement: an international assessment of wine consumers

The importance of product class involvement is well documented in consumer behaviour literature. The purpose of this study was to assess the involvement level of consumers in New Zealand, Australia, the UK and USA with regards to the specific product class of wine. The authors adapted a test in order to analyse consumer product class involvement and used interviewer administered questionnaires to survey wine purchasing consumers. The key finding of this research was the presenting of empirical evidence to support the correlation between product involvement and product class knowledge. Other findings indicated that the level of involvement varied amongst global wine consumers and that high involvement is related to high wine purchasing and consumption behaviour. Practical implications of these results are discussed in this paper.