The role of tasting in the purchasing process

Abstract

In the Netherlands, it is forbidden by law to taste and sell wine in thesame room, even if the buyer only places an order for delivery and noactual exchange of money and wine takes place, with the exception oflicensed liquor stores. Wine traders, tastings and events aredisadvantaged by this law. Wine tastings where consumers can buy ororder wine are officially forbidden, even in a licensed liquor shop. Thelaw makes no distinction between the act of ``tasting{''} and the act of``drinking{''} wine. This raises the question whether tasting equalsdrinking or not, and what the role of tasting entails in the process ofpurchasing and consuming wine. This seems even more relevant consideringthe current trend that consumers not only want to buy a product, buthave a complete ``experience{''}. They want to feel the product, and inthe case of wine they want to smell and taste it. In addition, winelovers do not just want to purchase a wine of good quality, but theyalso want to tell the story of the wine and interpret the flavour. Andwhat better way of doing that than to let the consumer taste the winewith guidance of the seller, who knows the wine and its flavour andstory?Purpose - The purpose of this paper is to examine the role of tasting inthe process of purchasing and consuming wine. The study seeks toestablish whether tasting should be considered part of the purchaseprocess or whether it is part of the consumption. Furthermore, it isexploring the role tasting has in the process of purchasing andconsuming wine and the possible risks and benefits of tasting for theseller. The conclusions can be used to advise the Dutch governmentconcerning their policy regarding alcoholic beverages.Approach - This paper is an exploratory study. The data are collectedthrough literature review in the fields of wine research and marketingand consumer behaviour. It combines relevant theories in theaforementioned fields to define and re-evaluate available data andcommon assumptions in order to generate new insights. Findings Winetasting can be defined as ``the looking at, smelling, and tasting ofwine, in order to assess the quality of the wine{''}, and is part of thepurchase process. Tasting is a key aspect of the purchasing decision fora majority of wine buyers. The role of tasting in this process is mostlyrisk-reducing due to the information and reassurance the tastingprovides. Possible benefits for sellers such as retailers and restaurantowners are that consumers perceive less risk and therefore are morelikely to spend more money. Other benefits include that consumers aremore likely to select a wine that they are unfamiliar with, and thatthey are more receptive to the advice of the seller.Research implications - The findings of this research suggest that winetasting may have a more important role in the purchase process than manymay realize. The understanding of these findings could ultimately leadto more sampling in the wine shop, and it could become as important tothe consumer as it is for shoppers to try on new clothes before buyingthem. Although findings are tentative due to the exploratory nature ofthis study, they may provide useful insights to the Dutch government,and the wine and restaurant industry, who would benefit from further(field) research.Value - This study is of value to the Dutch government and the winelobby, because it demonstrates the difference between wine tasting anddrinking It also has value for restaurant owners, the wine industry, andthe academic world, because it highlights an important aspect ofconsumer behaviour with regard to wine purchases.