Chapter V Conclusions and discussions
5.2 Limitations and future research
The results of this research provide interesting results for marketing, communication, and wine experts. Without a doubt they stress the importance of country of origin among Taiwanese Millennial wine consumers. Also, the study proves that variety of factors, such as product knowledge and consumption occasion, but also age and gender are crucial predictors of the level of reliance on different wine purchase criteria. However, the study poses certain limitations and that is why it should be considered with caution.
Firstly, the non-probability sample of respondents may be somehow a limitation of the current study. Although the respondents exhibited all the necessary characteristics qualified members of generation Y and they are also actual or potential wine drinkers, a question of representativeness of the target group may be arisen. Some of the characteristics of the sample were found to be homogeneous and thus they could not have been used in the analysis or deflated the reliability of the results. For example, education level (SD:.23) was not distributed evenly, and thus the variable could not be operated in the regression analysis. Also, homogenous level of respondents ethnocentrism (SD:.35) may have led to the rejection of hypothesis two--ethnocentrism failed to show impact on reliance on country of origin.
Furthermore, the small number of survey responses may be questioned as to its validity and representativeness. A larger sample size is needed for future study to assure the validity and reliability of the study.
Keeping in mind presented limitations I suggest to test the potential moderating factor of country of origin, namely consumer ethnocentrism, in a situation where local wine and foreign wine exhibit the same level of quality. Under these circumstances the result of the
study might be different from the outcomes of this research, showing that consumer ethnocentrism indeed influences the reliance on country of origin.
Furthermore, in order to increase the validity of the results, I suggest to conduct an experiment study in the future with an included physical wine bottle. Measuring the level of reliance on country of origin in actual purchase situation may ensure that indeed country of origin is a crucial purchase criteria.
Also, additional studies on Millennials’ consumer behavior should be undertaken. This study found that although Millennials belong to one demographic cohort that forever shares common perspective and characteristics, still differences between younger and older members of generation Y can be found. Thus, testing their consumer preferences by dividing them into two age groups might be much needed research in the future.
References
Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the value of a brand name. New York.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454.
Baker, M. J., & Michie, J. (1995). Product country images: perceptions of Asian cars.
Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: a multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80-95.
Bartoshuk, L. M., Duffy, V. B., & Miller, I. J. (1994). PTC/PROP tasting: anatomy, psychophysics, and sex effects. Physiology & behavior, 56(6), 1165-1171.
Bartoshuk, L. M., Duffy, V. B., Reed, D., & Williams, A. (1996). Supertasting, earaches and head injury: genetics and pathology alter our taste worlds. Neuroscience &
Biobehavioral Reviews, 20(1), 79-87.
Betti, M., & Dad, I. J. (2016). The Unique Nostalgic Shopper: Nostalgia proneness and desire for uniqueness as determinants of shopping behavior among Millennials.
Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of international business studies, 13(1), 89-100.
Bloemer, J., & De Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of marketing, 32(5/6), 499-513.
Bredahl, L. (2004). Cue utilisation and quality perception with regard to branded beef. Food quality and preference, 15(1), 65-75.
Brodowsky, G. H. (1998). The effects of country of design and country of assembly on evaluative beliefs about automobiles and attitudes toward buying them: A comparison between low and high ethnocentric consumers. Journal of International Consumer Marketing, 10(3), 85-113.
Brucks, M. (1985). The effects of product class knowledge on information search
behavior. Journal of consumer research, 1-16.
Cai, Y. (2002). Country-of-origin effects on consumers' willingness to buy foreign products:
An experiment in consumer decision making (Doctoral dissertation, uga).
Chandrupatla, T. R. (2009). Quality concepts. Quality and reliability in engeneering.
Cambridge University Press. Retirado de Quality Concepts. Cambridge University
Press. Retirado de http://assets. cambridge.
org/97805215/15221/excerpt/9780521515221_excerpt. pdf (Acedidoemmaio de 2012).
Corsi, A. M., Cohen, J., & Lockshin, L., (2015). How consumption occasion shape consumer preferences: A discrete choice experiment approach,
Degoma, A., &Shetemam, E. (2014). The Effect of Country of Origin Image on Purchase Intention: A Case Study on Bahir Dar University Instructors. J Account Mark, 3(1), 1-5.
Dinnie, K. (2015). Nation branding: Concepts, issues, practice. Routledge.
Elliott, G. R., & Cameron, R. C. (1994). Consumer perception of product quality and the country-of-origin effect. Journal of international Marketing, 49-62.
Erdélyi, É. (2016). Thinking of Production while Dealing with Climate Change, Efforts of Taiwan and Hungary. The Current Issues of Economic and Social Integration in Hungary and Taiwan, 256.
Felzensztein, C. (2014). The Chilean wine industry: new international strategies for 2020. Emerald Emerging Markets Case Studies, 4(2), 1-12.
Fountain, J., & Lamb, C. (2011). Generation Y as young wine consumers in New Zealand:
how do they differ from Generation X?. International Journal of Wine Business Research, 23(2), 107-124.
Ghalandari, K., & Norouzi, A. (2012). The effect of country of origin on purchase intention:
The role of product knowledge. Research Journal of Applied Sciences, Engineering and Technology, 4(9), 1166-1171.
Greenwood, S., Perrin, A., & Duggan, M. (2016). Social media update 2016: Facebook usage and engagement is on the rise, while adoption of other platforms holds steady. Accessed May, 27.
Gürhan-Canli, Z., & Maheswaran, D. (2000). Determinants of country-of-origin evaluations. Journal of Consumer Research, 27(1), 96-108.
Ha-Brookshire, J., & Yoon, S. H. (2012). Country of origin factors influencing US consumers' perceived price for multinational products. Journal of consumer marketing, 29(6), 445-454.
Hall, A., & Jones, G. V. (2010). Spatial analysis of climate in winegrape‐growing regions in Australia. Australian Journal of Grape and Wine Research, 16(3), 389-404.
Hall, J., &Lockshin, L. (2000). Using means-end chains for analysing occasions-not buyers. Australasian Marketing Journal (AMJ), 8(1), 45-54.
Hall, J., Lockshin, L., & Barry O'Mahony, G. (2001). Exploring the links between wine choice and dining occasions: Factors of influence. International Journal of Wine Marketing, 13(1), 36-53.
Han, C. M. (1989). Country image: halo or summary construct?. Journal of marketing research, 26(2), 222.
Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of international business studies, 19(2), 235-255.
Häubl, G. (1996). A cross-national investigation of the effects of country of origin and brand name on the evaluation of a new car. International Marketing Review, 13(5), 76-97.
Hilton, J. L., & Von Hippel, W. (1996). Stereotypes. Annual review of psychology, 47(1), 237-271.
Hong, S. T., & Wyer Jr, R. S. (1989). Effects of country-of-origin and product-attribute information on product evaluation: An information processing perspective. Journal of Consumer Research, 16(2), 175-187.
Huysamen, G. K. (1997). Parallels between qualitative research and sequentially performed quantitative research. SOUTH AFRICAN JOURNAL OF PSYCHOLOGY-SUID-AFRIKAANSE TYDSKRIF VIR SIELKUNDE, 27(1), 1-8.
Jaffe, E. D., & Nebenzahl, I. D. (2001). National Image and Competitive Advantage, Copenhagen.
Johnson, E. J., & Russo, J. E. (1984). Product familiarity and learning new
information. Journal of consumer research, 11(1), 542-550.
Kabadayi, S., & Lerman, D. (2011). Made in China but sold at FAO Schwarz: country-of- origin effect and trusting beliefs. International Marketing Review, 28(1), 102-126.
Kalicharan, H. D. (2014). The Effect And Influence Of Country-Of-Origin On Consumers' Perception Of Product Quality And Purchasing Intentions. The International Business
& Economics Research Journal (Online), 13(5), 897.
Khan, H., Bamber, D., & Quazi, A. (2012). Relevant or redundant: Elite consumers'
perception of foreign-made products in an emerging market. Journal of Marketing Management, 28(9-10), 1190-1216.
Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the People's Republic of China. The Journal of Marketing, 89-100.
Knight, G. A., & Calantone, R. J. (2000). A flexible model of consumer country-of-origin perceptions: A cross-cultural investigation. International Marketing Review, 17(2), 127-145.
Kotler, P., & Gertner, D. (2004). Country as brand, product and beyond: a place marketing and brand management perspective. Destination branding: Creating the unique destination proposition, 2, 40-56.
Lantz, G., & Loeb, S. (1996). Country of origin and ethnocentrism: an analysis of Canadian and American preferences using social identity theory. ACR North American Advances.
Laros, F. J., & Steenkamp, J. B. E. (2005). Emotions in consumer behavior: a hierarchical approach. Journal of business Research, 58(10), 1437-1445.
Lin, L. Y., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of consumer Marketing, 23(5), 248-265.
Lin, L. Y., & Zhen, J. H. (2005). Extrinsic product performance signaling, product knowledge and customer satisfaction: an integrated analysis–an example of notebook consumer behavior in Taipei city. Fu Jen Management Review, 12(1), 65-91.
Liu, F., & Murphy, J. (2007). A qualitative study of Chinese wine consumption and
purchasing: Implications for Australian wines. International Journal of Wine Business Research, 19(2), 98-113.
Lopez- Lamelas, M. D. C. (2011). Conceptualising and measuring the influence of corporate image on country of origin image: The case of Spain (Doctoral dissertation, Brunel University Brunel Business School PhD Theses).
Marks, L. J., & Olson, J. C. (1981). Toward a cognitive structure conceptualization of product familiarity. ACR North American Advances.
McCrindle, M. (2010). Generations Defined, Australia: The ABC of XYZ.
McCrindle, M., &Wolfinger, E. (2010). Generations defined. Ethos, 18(1), 8.
McMillan, R. (2016). State of the Wine Industry 2016,Santa Clara, CA: Silicon Valley Bank Wine Division.
Mirosa, M., & Tang, S. (2016). An exploratory qualitative exploration of the personal values underpinning Taiwanese and Malaysians’ wine consumption behaviors. Beverages, 2(1), 2.
MohdYasin, N., Nasser Noor, M., & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity?. Journal of Product & brand management, 16(1), 38-48.
Nagashima, A. (1970). A comparison of Japanese and US attitudes toward foreign products. The Journal of Marketing, 68-74.
Nagashima, A. (1977). A comparative" made in" product image survey among Japanese businessmen. The Journal of Marketing, 95-100.
Newman, N., Fletcher, R., Kalogeropoulos, A., Levy, D. A., & Nielsen, R. K. (2017). Reuters institute digital news report 2017.
Nykiel, R. A. (2007). Handbook of marketing research methodologies for hospitality and tourism. Routledge.
Obermiller, C., & Spangenberg, E. (1989). Exploring the effects of country of origin labels:
an information processing framework. ACR North American Advances.
OrganisationInternationale de la Vigne et du Vin. (2015). Global Economic Vitiviniculture
Data, Paris: International Organisation of Vine and Wine.
Papadopoulos, N., & Heslop, L. (2002). Country equity and country branding: Problems and prospects. The Journal of Brand Management, 9(4), 294-314.
Papadopoulos, N., Heslop, L. A., & Bamossy, G. (1990). A comparative image analysis of domestic versus imported products. International Journal of Research in Marketing, 7(4), 283-294.
Parameswaran, R., &Pisharodi, R. M. (1994). Facets of country of origin image: An empirical assessment. Journal of advertising, 23(1), 43-56.
Park, C. W., & Lessig, V. P. (1981). Familiarity and its impact on consumer decision biases and heuristics. Journal of consumer research, 8(2), 223-230.
Pecotich, A., & Rosenthal, M. J. (2001). Country of origin, quality, brand and consumer ethnocentrism. Journal of Global Marketing, 15(2), 31-60.
Pecotich, A., & Ward, S. (2007). Global branding, country of origin and expertise: An experimental evaluation. International Marketing Review, 24(3), 271-296.
Quester, P. G., & Smart, J. (1998). The influence of consumption situation and product involvement over consumers’ use of product attribute. Journal of consumer marketing, 15(3), 220-238.
Rein, I., Kotler, P., & Haider, D. (1993). Marketing Places: Attracting Investment, Industry, and Tourism to Cities, States, and Nations.
Ritchie, C. (2016, February). Did They Grow Into Wine? Revisiting a Gen Y Cohort to Investigate How their Interaction with Wine has Evolved over Time. In 9th Academy of Wine Business Research Conference, 27-135.
Roth, M. S., & Romeo, J. B. (1992). Matching product catgeory and country image
perceptions: A framework for managing country-of-origin effects. Journal of international business studies, 23(3), 477-497.
Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.
Schaefer, A. (1997). Consumer knowledge and country of origin effects. European Journal of Marketing, 31(1), 56-72.
Schooler, R. D. (1965). Product bias in the Central American common market. Journal of Marketing Research, 394-397.
Schooler, R. D., & Wildt, A. R. (1968). Elasticity of product bias. Journal of Marketing research, 78-81.
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of marketing research, 280-289.
Shirin, K., & Kambiz, H. H. (2011). The effect of the country-of-origin image, product
knowledge and product involvement on consumer purchase decisions. Chinese Business Review, 10(8).
Shirouyehzad, H., Hosseinzadeh Lotfi, F., Shahin, A., Aryanezhad, M. B., &Dabestani, R.
(2012). A DEA approach for comparative analysis of service quality dimensions with a case study in hotel industry. International Journal of Services and Operations Management, 12(3), 289-308.
Smith, S. M., & Albaum, G. S. (2005). Fundamentals of marketing research. Sage.
Solomon, M., Russell-Bennett, R., &Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU.
Stoenescu, R. D. (2014). Country-of-Origin and its Influence on Consumers’ Buying
Intention–A Conceptual Study. International Journal of Economic Practices and Theories, 4(5), 824-828.
Teagle, J., Mueller, S., & Lockshin, L. (2010). How do millennials' wine attitudes and behaviour differ from other generations?.
Thach, L. (2011, June). Wine for breakfast: exploring wine occasions for gen y. In 6th AWBR International Conference (pp. 1-16).
Usunier, J. C. (2006). Relevance in business research: the case of country‐of‐origin research in marketing. European Management Review, 3(1), 60-73.
Usunier, J. C., Lee, J. A., & Lee, J. (2005). Marketing across cultures. Pearson Education.
Vantamay, S. (2007). Understanding of perceived product quality: Reviews and recommendations. BU Academic Review, 6(1), 110-117.
Veillette, M. C. (2016). The Wine Market in Taiwan: Trends and Opportunities. Global Wine
& Spirit— 2016 Market Study. The Taiwanese Wine Market, 2-5.
Verlegh, P. W. (2001). Country-of-origin effects on consumer product evaluations. sn].
Verlegh, P. W., & Steenkamp, J. B. E. (1999). A review and meta-analysis of country-of- origin research. Journal of economic psychology, 20(5), 521-546.
Vowotor, R. Y. (2002). Analysis of Perceptions and Expectations of Food Quality Among Food Manufacturers and Consumers: A Case Study in Accra (Doctoral dissertation).
Wall, M., Liefeld, J., & Heslop, L. A. (1991). Impact of country-of-origin cues on consumer judgments in multi-cue situations: a covariance analysis. Journal of the Academy of marketing Science, 19(2), 105-113.
Wang, C. K., & Lamb Jr, C. W. (1983). The impact of selected environmental forces upon consumers' willingness to buy foreign products. Journal of the Academy of marketing Science, 11(1), 71-84.
Williamson, P. O., Lockshin, L., Francis, I. L., & Loose, S. M. (2016). Influencing consumer choice: Short and medium term effect of country of origin information on wine choice. Food Quality and Preference, 51, 89-99.
Yunus, N. S. N. M., & Rashid, W. E. W. (2016). The Influence of Country-of-origin on Consumer Purchase Intention: The Mobile Phones Brand from China. Procedia Economics and Finance, 37, 343-349.
Zdravkovic, S. (2013). Does country-of-origin matter to Generation Y?. Young Consumers, 14(1), 89-102.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
Appendix I
English version of the questionnaire
Hello!
This survey is a part of a research in the field of international communication done to complete master degree at the National Chengchi University in Taipei. The aim of this
research is to understand the influence of Country of Origin effect on evaluation and purchase intentions of wine among Taiwanese Millennials.
If you are Taiwanese born between 1980 and 1994, please help me complete the following survey. It will take around 10 minutes to complete it.
Part A DEMOGRAPHICS
1. When were you born (year/month/day)?
2. Please indicate your age range 3. Please indicate your ender a. 23-30 a. male
b. 31-38 b. female c. above 40
4. What is your nationality?
a. Taiwanese
b. Foreigner___________________
5. Please indicate your education level a. Junior high school and below
b. Senior High school
c. College/ University or above
6. Please indicate you monthly income in New Taiwanese Dollars a. less than 20.000
b. between 20.000 and 40.000 c. between 40.001 and 60.000 d. between 60.001 and 80.000 e. between 90.001 and 10.000 f. more than 100.000
7. How do you consider your consumption frequency of wine?
a. once a month b. once every two weeks c. once a week d. three, four times a month e. six times a week f. everyday
Part B WINE KNOWLEDGE
In this section please indicate your knowledge about wine.
Strongly Disagree
Disagree Neutral Agree Strongly
Agree
I have a great knowledge about wine
I am very interested in wine
My friends ask me for advice when buying wine
In this section please answer the questions, which will help indicate your knowledge about wine.
Strongly Disagree
Disagree Neutral Agree Strongly
Agree White wine goes well
with fish
Rose wine is made of red grapes
Charodonnay is a grape variety used to make white wine
Part C CONSUMER ETHNOCENTRISM
In this section please indicate your attitude towards Taiwanese market
Strongly Disagree
Disagree Neutral Agree Strongly
Agree
purchase Taiwanese
Please rate the importance of the following criteria when evaluating wine for a purchase Not at all
When I am about to buy wine for my own personal consumption (drinking at home on a Friday night, drinking with a meal):
Strongly Disagree
Disagree Neutral Agree Strongly
Agree I choose the cheapest
wine no matter its country origin
I choose wine based on its country of origin I choose wine in a fancy bottle
I choose wine based on its sweetness
I choose wine based on its color
When I am about to buy wine to consume at a special occasion or offer it as a gift (meeting with friends or family, gift for your family member or boss)
Strongly Disagree
Disagree Neutral Agree Strongly
Agree I choose the cheapest
wine no matter its country origin
I choose wine based on its country of origin I choose wine in a fancy bottle
I choose wine based on its sweetness
I choose wine based on its color
Please leave your leave your e-mail address below.
Appendix II
Chinese translation of the survey
我叫 Jarka，是國立政治大學的碩士生，這項調查是我碩士論文的一部分，本研究之目 的是為了了解葡萄酒產地如何影響千禧一代的台灣人對此之評價。
如果您是於 1980 年至 1995 年間出生的台灣人，請幫我完成一下調查，這大約會花費 您 10 分鐘的時間來完成本問卷。
謝謝!
初步問題
1. 請問您的生日？（年/月/日）
2. 請問你的年齡是
a. 20-30 歲 b. 31-40 歲 c.40 歲以上 3. 請問你的性別是 a.男生 b. 女生 4. 請問您的國籍？
a. 本地人(台灣居民) b. 外國籍__________________________
5. 你的教育程度
a.初中/國中畢業（含以下 ） b. 高中/職畢業（含以下 ） 6. 個人收入
a. 兩萬元及以下 b. 20,001 元~40,000 元 c. 40,001 元~60,000 元 d. 60,001 元~80,000 元
e.80,001 元~100,000 元 f. 10 萬元及以上
7. 請問您經常喝紅酒的嗎？
a. 大約每月喝一次 b. 大約每半個月喝一次 c. 每週喝一次 d. 大約每週喝 3、4 次 e. 大約每週喝 6 次以上 f. 每天都喝一次以上
B 部分 葡萄酒類知識
請對於以下關於葡萄酒的陳述，表示你的看法
非常不同意 不同意 沒有意見 同意 非常同意
我覺得我非常了解葡萄 酒
1 2 3 4 5
我對葡萄酒非常感興趣 1 2 3 4 5
我的朋友在買葡萄酒時 會詢問我的意見
1 2 3 4 5
白酒與魚搭配最適合 1 2 3 4 5
桃紅酒是用白葡萄製作
家比我們富裕
I. 購買台灣製造的產品絕 對是最好的選擇
1 2 3 4 5
J.台灣應該避免購買外國 產品，除非真的必要
1 2 3 4 5
D 部分
評估購買葡萄酒時，請評估下列標準的重要性。
非常不 重要
不重要 沒有意見 重要 非常重要
價格 1 2 3 4 5
原產地 1 2 3 4 5
包裝 1 2 3 4 5
酒品甜味 1 2 3 4 5
酒品色澤 1 2 3 4 5
E 部分 消費場所
請您回答以下與消費相關的問題。
問題一：當你選擇葡萄酒作為個人消費時 (例如，週五晚上放鬆用、或搭著餐點一同享用
問題一：當你選擇葡萄酒作為個人消費時 (例如，週五晚上放鬆用、或搭著餐點一同享用