How does self-reported knowledge influence the effect of extrinsic cues on wine choice? A qualitative approach

ABSTRACT Evaluation of wine quality before tasting requires more than simple access to information; it demands the knowledge and the experience to interpret the information provided. This paper intends to contribute to an in-depth understanding of the role that self-reported wine knowledge plays on individual attitudes and behavior towards choice and evaluation of wine. Five focus groups involving 45 regular red wine consumers were conducted in 4 Portuguese wine regions. Qualitative data were transcribed verbatim and content analysis was applied. Three main dimensions emerged, highlighting the importance of self-reported wine knowledge on the decision-making process: (1) conceptualization, (2) product adaptation to the market, and (3) promotion. Results suggest that for least knowledgeable participants, the consumption moment is very important, they consume occasionally, and they choose and evaluate wine quality based on brand, food pairing, alcohol content, and wine image. Inversely very knowledgeable participants consume wine often and choose and evaluate wine quality based on information such as region of origin, grape variety, and alcohol content. This study adds the effect of self-reported knowledge on wine choice to the related literature. A source triangulation combining qualitative and quantitative methods is applied.