Consumer Buying Behavior Towards Wine in Selangor: A Research Proposal

This research proposal investigates consumer behavior towards wine purchases in Selangor, Malaysia. The study aims to explore the influence of various factors, including country of origin, brand image, price, and taste, on consumer buying decisions. The research will address specific objectives and questions, proposing a comprehensive literature review, a conceptual framework, and a detailed research methodology. The methodology will involve a quantitative approach to analyze data and address the research questions. The study will explore the gaps in existing literature, and the findings will contribute to a better understanding of consumer behavior in the wine market of Selangor.

Running head: MARKETING
"Consumer Behaviour towards Wine Purchase in Selangor"
Name of the student:
Name of the university:
Author note:

1
MARKETING
Contents
1.0Introduction...........................................................................................................................3
Overview................................................................................................................................3
1.1. Background of the research.............................................................................................4
1.2 Problem statement................................................................................................................5
1.3Research objectives...............................................................................................................5
1.4Research questions................................................................................................................6
1.5 Operational definitions.........................................................................................................6
1.6 Research hypothesis.............................................................................................................7
1.7 Significance of the study......................................................................................................7
1.8 Research scope.....................................................................................................................7
2.0 Literature review..................................................................................................................9
2.1 Overview..........................................................................................................................9
2.2 Conceptual framework.....................................................................................................9
2.3 Consumer buying behaviour..........................................................................................10
2.3.1 Consumer buying behaviour in Malaysia...............................................................11
2.3.1 Buying behaviour model.........................................................................................12
2.3.2 Consumer decision making process........................................................................13
2.4 Factors influencing consumer buying behaviour...........................................................14
2.4.1 Price.........................................................................................................................15
2.4.2 Brand.......................................................................................................................15
2.4.3 Country of origin.....................................................................................................16
2.4.4. Taste.......................................................................................................................16
2.5.3 Consumer behaviour theory....................................................................................17
2.6 Budget line.....................................................................................................................19
2.7 Income consumption curve and engel curve..................................................................19
2.8 Impact of price change on the buying behaviour of the customers................................21
2.9 Consumer surplus...........................................................................................................21
2.10 Marshallian economic model...................................................................................22
2.11 Veblenian social psychological model.....................................................................23
2.12 Summary......................................................................................................................23
2.13 Grounded theory...........................................................................................................24
2.14 Gaps in literature..........................................................................................................24
3.0 Research methodology.......................................................................................................25

2
MARKETING
3.1 Research philosophy......................................................................................................25
3.2 Research design..............................................................................................................25
3.3 Research approach.........................................................................................................26
3.4 Data collection...............................................................................................................26
3.5 Data analysis..................................................................................................................26
3.6 Sample size.....................................................................................................................27
3.7 Sampling technique........................................................................................................27
3.8 Reliability and validity...................................................................................................28
3.9 Ethical considerations....................................................................................................28
3.10 Action plan...................................................................................................................28
4. Tabulation of data................................................................................................................29
4.1 Questionnaire table.........................................................................................................30
5.0 Conclusion and recommendations.....................................................................................32
6.0 References..........................................................................................................................34

3
MARKETING
1.0Introduction
Overview
Marketing is an art, were the sellers get to interact with large number of buyers. This
insight is effective for the buyers to detect the specific needs, demands and requirements of
the customers (Huiru et al. 2018). Using communication channels like social media is
effective in terms of enhancing the trafficking of the audience towards the brand image
(Schäufele and Hamm 2017). These aspects are applicable in all of the products like wine and
services including wine (Roe and Bruwer 2017). There are several factors, which influence
the consumers to make the purchasing decisions (Thedailyworld.com 2020). The sellers need
to consider these factors through strategic management techniques, which proves beneficial
for achieving large scale customer satisfaction (Hbr.org 2020).
Strategy is something, which assists the brands in selecting the activities, which
develops value for attaching proper value to the investments of the stakeholders and
shareholders (Huiru et al. 2018). Different types of strategies are corporate, business and
market, which adds value to the marketing activities (Schäufele and Hamm 2017). Marketing
strategy is the attempt to address the needs of the clients and the customers.
Customers is mandatory for preparing the strategy in accordance to their needs,
demands and requirements (Roe and Bruwer 2017). Defining the market size and structure is
assistance for planning the ways in which the strategies can be formulated for catering to the
needs. In this context, Fortes and Rita (2016) is of the view that identification of the
marketing segments proves beneficial for assessing the effectiveness and feasibility of the
policies, plans and practices. Considering the life cycle of the products is also fruitful for
assessing the shelf life and the durability for which the products would be maintain their
freshness and quality (Schäufele and Hamm 2017).

4
MARKETING
This research aims to shed light on the factors, which influence the purchasing
decisions and power of the consumers towards wine in the threshold of Selangor, Malaysia.
1.1. Background of the research
Consumer buying behaviour is the synthesized product of the attitudes, preferences,
intentions and decisions exposed by the consumers towards making the purchases.
Advertisements assist the consumers to make the decisions.
Fig: Category wise behaviour of the customers
(Source: Hlédik and Harsányi 2019)
Governmental interventions are assistance in terms of standardizing the operations
according to the specific needs, demands and requirements of the customers. In this context,
Maesano, Carra and Peri (2019), business model canvas is of utmost importance for detecting
the effective communication channels through which the services can be delivered to the
customers at low price. Behind every purchase, there are several factors, driving the
consumers to select a particular brand (Austrade.gov.au 2020). This selection is backed up by
the factors like taste, quality, price, brand image and country origin (Fortes and Rita 2016).

5
MARKETING
All of these factors conglomerate for formulating the identity of a consumer, who exerts his
thinking process for earning high returns on investments (Schäufele and Hamm 2017).
Selangor is a country, where wine purchase is in abundance. There are various brands, which
cater to the needs of the customers. Mention can be made of Herbs N Food, Ambrosia Wines,
Wine2u among others (Malaysia.gov.my 2020). Online shopping is provided to the
customers, which is a means for influencing the purchasing decisions (Maesano, Carra and
Peri 2019). As a matter of specification, the customers are provided with the choice of
selecting the bottle, which they wish to avail (Schäufele, Pashkova and Hamm 2018).
1.2 Problem statement
Consumer buying behaviour is one of the dominant aspects to be discussed on the
context of the marketing. Researchers have published researches regarding the behaviour of
the customers towards the products launched. In the current business scenario, competition is
the major characteristics, making it necessary for the brands to sustain the resources for
sustaining the operations for stakeholders and shareholders. However, most of the researches
lack the emphasis on the aspects of price, brand, country of origin and taste. This deprivation
compels the brands to explore the unexplored realms in the parameter of factors affecting the
consumer buying behaviour. This research attempts to shed light on the factors, which
influence the customers regarding the purchases, with the focus on country origin, brand
image, price and tastes.
1.3Research objectives
 To investigate whether the country of origin influence the consumer buying behaviour
towards wine in Selangor
 To determine if brand image affects the consumer buying behaviour towards wine in
Selangor

6
MARKETING
 To investigate the influence of price on consumer buying behaviour towards wine in
Selangor
 To determine the influence created by taste on the consumer buying behaviour
towards wine in Selangor
1.4Research questions
 What effect does country of origin have on consumer buying behaviour towards wine
in Selangor?
 To what extent does brand image influence consumer buying behaviour towards
bubble wine in Selangor?
 What is the contribution of price on consumer buying behaviour towards wine in
Selangor?
 How does taste affect the consumer buying behaviour towards wine in Selangor?
1.5 Operational definitions
Terms Definition
Consumer
buying
behaviour
Behaviour exposed by the customers for purchasing a product or service
(Baziana and Tzimitra-Kalogianni 2019)
Country of
origin
This is the place from where the products and services and related marketing
factors originate for the consumer usage (Bruwer and McCutcheon 2017)
Price Payment or compensation paid to the parties for in return of the good and
services purchased (Fortes and Rita 2016)
Taste Flavour instilled in a product for enhancing its quality (Ghvanidze et al.
2019)
Brand The identification mark introduced for distinguishing a company or

7
MARKETING
organization from others (Huang et al. 2017)
1.6 Research hypothesis
H1: Country of origin has significant influence on consumer buying behaviour towards wine
in Selangor
H2: Brand image has significant influence on consumer buying behaviour towards bubble
wine in Selangor
H3: Price has significant influence on consumer buying behaviour towards wine in Selangor
H4: Taste has a significant influence on consumer buying behaviour towards wine in
Selangor
1.7 Significance of the study
Consumer buying behaviour is an aspect, which needs to be closely observed for
detecting specific patterns of purchase (Verneau et al. 2016). This detection is assistance in
terms of bringing specific changes in the marketing trends (Boncinelli et al. 2019). This
research is effective in terms of shedding light on the factors of price, taste, brand image and
country origin, which adversely influences the buying decisions of the customers. This is
applicable for all of the products like wine and services including wine (Sogari, Mora and
Menozzi 2016). One of the other aspects is that of the post purchase evaluation, which forms
an integral part of the research (Alvino et al. 2019). This aspect brings the behavioural theory
of planned action and reasoned behaviour in terms of shaping the character of the consumer
(Pelet et al. 2017). Tracking the buying patterns of the customers is an agent in terms of
bringing changes in the marketing trends (Maizza et al. 2017). These patterns are an element
in terms of adding innovation into the operations (Escobar, Kallas and Gil 2018).

8
MARKETING
1.8 Research scope
The concentration point of the research is that of Selangor. However, focus is also
placed on the wine producing areas worldwide for mapping the factors influencing the
customers to purchase wine. One of the points in this context is that Malaysia does not export
wine (Malaysia.gov.my 2020). Therefore, Bruwer, Roediger and Herbst (2017) opines that
expansion strategies and diversities need to be considered for excavating the factors, which
play an important role in influencing the decision making process of the customers towards
wine purchase. All these facts expands the arena of diversity of the research. Selangor,
Malaysia acts a part for the wine producing countries, making effective contribution to the
research on the factors influencing the purchasing behaviour of the customer towards wine
(Canziani, Byrd and Boles 2018).

9
MARKETING
2.0 Literature review
2.1 Overview
This segment of the research attempts to establish relation between the dependent and
independent variables, which induces new aspects towards the factors influencing consumer
buying decision. Along with this, theories would be applied for achieving deeper
understanding about the drivers behind customer buying decision making process. Scholarly
reviews would be taken into consideration for enhancing the awareness of the readers about
exercising the purchase decisions.
2.2 Conceptual framework
Fig: Conceptual framework
(Source: Created by author)
Behaviour
towards wine
purchase
Knowledge level
(marketing
strategies)
Pavlovian
Theory
Psychoanalytic
theoryDecision making
process and
factors
Purchasing
motivation
Maslow's
hierarchy of
Needs
Reference
groups

10
MARKETING
2.3 Consumer buying behaviour
The behaviour exposed by the customers for purchasing the products like wine shapes
their behaviour, which is assistance for the brands in terms of formulating strategies for
marketing (Maksan, Kovačić and Cerjak 2019). Disposition of the purchased products, like
wine and services, reflects the behaviour of the customers towards the usage of the products
like wine (Mehta and Bhanja 2018). Buying behaviour is supported by motives, habits,
characteristics, psychological processes among others (Di Vita et al. 2019). External
influences from the peers, relatives influence the buying behaviour of the customers (Kruger
and Viljoen 2019). There are various processes, which shapes the buying process. In this
context, Pomarici, Amato and Vecchio (2016) is of the view that this process gives rise to
decisions regarding purchases. Branding strategies alters the decisions of the customers.
Buying habits help the brand to detect the patterns related to the purchase, which is assistance
in terms of formulating specific marketing tactics (Huang, Dawes, Lockshin and Greenacre
2017).
Chen, Goodman, Cohen and Bruwer (2016) talks about two types of buyers, who
contributes to the business prospects. These are individual buyers and business buyers. There
are economical, psychological, social and anthropological factors, which affects the buying
behaviour of the customers (Hall 2016). Economic factors relate to the fact that humans are
rational in terms of deciding on the price and utility of the products like wine and services.
According to the arguments of Rahmani et al. (2019), need and wish fulfilment is the motive
behind purchase. Sociological and anthropological factors relates to the societal influencing
(word of mouth advertising), which adversely affects the buying decisions of the customers
(Connolly 2019).
In this context, Ellis and Mattison (2018) is of the view that consumer equilibrium
also needs to be considered for understanding the cardinal approach towards the consumption

11
MARKETING
patterns. In this case, the motive related to purchase is that of utility value. Mazzocchi,
Ruggeri and Corsi (2019) elaborates the concept by shedding light into the aspect of
satisfaction, which is the end result of the process of generating utility value. On the contrary,
Caracciolo (2016) opines that it is a resting point for the customers, as they take rest after so
much exhortation in terms of making the purchase. In this stage, Sogari, Mora and Menozzi
(2016) adds that equilibrium is attained in the purchase, when the customers total utility is
maximum, provided the income, consumption, expenditure and price is properly
accommodated. As per the arguments of Bernabéu, Rabadán and Díaz (2019), the main
assumptions in this direction are rationality, limitations in the income, maximization of
satisfaction, diminishing marginal utility and consistency in the marginal utility.
2.3.1 Consumer buying behaviour in Malaysia
According to Ghvanidze et al. (2019), taking the example of the travel and tourism,
most of the customers prefer both domestic and international flight services in Malaysia.
According to the estimations, the growth rate is expected to rise by 17%. As per the market
segmentation and the characteristics, 91% of the consumers are opting for the domestic
flights ((Malaysia.gov.my 2020). In case of the consumers travelling with families, the
bargaining power is more in terms of searching for special discounts and offers on the
packages. Online booking is preferred by the customers to book the last minute flights and
hotels (Samoggia 2016). The product is purchased when the utility value is greater than the
price. In this context, Lecat, Le Fur and Outreville (2016) brings the concept of rationality,
which defines the quality of a customer. Instead, it states the thought process of the customers
while exercising the purchases (Verneau et al. 2016). Yielding high utility value is the
transition point from one stage to the other (Baziana and Tzimitra-Kalogianni 2019).

12
MARKETING
2.3.1 Buying behaviour model
2.3.1.1 Psychoanalytical model
According to this model, consumer has deep rooted motives, which directs them
towards purchases. Within this, Baziana and Tzimitra-Kalogianni (2019) mentions about the
aspect of learning, which is backed up by the stimulus. Rationality is one of an important
means for exposing appropriate behaviour towards purchase (Verneau et al. 2016). This
rationality is an effective option for undertaking crucial decisions in terms of purchasing the
products like wine and services (Lecat, Le Fur and Outreville 2016). On the contrary,
Samoggia (2016) states that income and rationality are integral elements in the decision
making process related to the purchases.
2.3.1.2 Nicosia model
According to the arguments of Ghvanidze et al. (2019), this model can be related
with 3C model, which establishes correlation between the customers, companies and
competitors. Tracking the buying patterns of the customers provides higher competitive
advantage to the companies than the competitors (Bernabéu, Rabadán and Díaz 2019). The
means can be advertising campaigns in the social media (Sogari, Mora and Menozzi 2016).
According to Caracciolo et al. (2016), seeing the advertisements, the customers select the
brands, which align with their needs, demands and requirements. On the other hand,
Mazzocchi, Ruggeri and Corsi (2019) are of the view that consistently following the brands
develops particular attitudes towards the marketing strategies. In the arguments of Ellis and
Mattison (2018), this attitude intensifies the desire to upgrade the knowledge regarding the
marketing tactics of the brand. Connolly (2019) opines that if the information matches that
need, then the customer buys the product.
In this model, the activities of the customers are divided into four basic fields. Field
one is subdivided into firm and consumer (Rahmani er al. 2019). The components of this are
advertising messages, situational analysis. Field two is comprised of search and evaluation,

13
MARKETING
followed by purchasing and utility. Hall (2016) also states the aspect of feedback, which can
be related to the act of post purchase evaluation to assess the sales result.
2.3.1.3 5c model
One of the basic frameworks of the strategizing the marketing activities are 5c
framework (Schäufele, Pashkova and Hamm 2018). The typical components of this
framework are customer needs, company skills, competition, collaborators and context
(Sogari et al. 2017). The importance of marketing strategy lies in securing the differential
advantage, maintaining the efficiency in the allocation of the resources, provision of the
strategic direction and cross functional integration (Neuninger, Mather and Duncan 2017).
For securing the competitive advantage, the brands need to have sound knowledge of the
tactics of competitors is crucial for aligning the activities accordingly (Bruwer and
McCutcheon 2017).
2.3.2 Consumer decision making process
A buyer decides on the purchase of a product, once it is launched in the market.
According to the arguments of Chen et al (2016), this process can be correlated with the cost
benefit analysis for mapping the utility value of the product. This is conducted through
different stages, which are:
Fig: Stages in the consumer decision making process
need recognition
Information search
Evaluation of the alternatives
Purchase decision
Post purchase behaviour

14
MARKETING
(Source: Huang et al. 2017)
At the initial stage, the consumer identifies the need for which the product is to be
purchased. In most of the cases, the need is the possession of quality products (Pomarici,
Amato and Vecchio 2016). After this, the buyer collects essential information related to the
product for gaining an insight into the possible sources from which the product can be
purchased at reasonable rates (Kruger and Viljoen 2019). In this stage, Di Vita et al. (2019)
states that the word of mouth advertising is the most applicable. After collecting the
necessary information, the buyer searches for the alternative products, which can fulfil their
demands (Mehta and Bhanja 2018). Once their searches and queries are resolved, they make
the purchases, which is followed by the post purchase behaviour evaluation, enhancing their
personality as a buyer (Maksan, Kovačić and Cerjak 2019).
2.4 Factors influencing consumer buying behaviour
As a matter of specification, there are four factors, which influence the buying
behaviour of the customers. These are cultural, social, psychological and personal (Canziani,
Byrd and Boles 2018). Cultural factors can be correlated with the country of origin of the
customers, which is assistance for the brands to identify the target audience. Bruwer,
Roediger and Herbst (2017) argue that this piece of information is crucial for formulating
effective strategies regarding marketing of the products like that of wine. Subcultures are
important in terms of segmenting the target audience from the population. Escobar, Kallas
and Gil (2018) is of the view that social factors relate to the groups, which places the
customers in a common class according to their search for quality wines. Difference lies in
the class structure, which makes the buying patterns evident. In this context, Maizza et al.
(2017) is of the view that different roles of the customers emerge: initiator, influencer,
decision-maker, buyer, family and others.

15
MARKETING
2.4.1 Price
Price is an important factor, which influences the decision of the customers towards
purchasing a product. This is with the consideration of the income and lifestyle for
maintaining the balance in the needs and desires. In this context, brand also plays an
important role in detecting the loyalty of the customers towards the products and services.
According to the arguments of D'Amico, Di Vita and Monaco (2016), price is the most
important aspects in terms of disseminating the essential information to the clients and
customers. Mention can be made of the strategic management in terms of marketing the
renovated strollers. In this context, determination of the price is an important factor in terms
of assessing the effectiveness of the strategies and plans. The major pricing strategy
objectives are based on the short and long term profits. Increasing the sales volume is one of
the other aspects in determining the price of the e-strollers. Competitor analysis would be
effective for detecting the steps, which needs to be undertaken for setting reasonable rates. In
this case, considering the income and lifestyle of the customers would be effective for
gaining trust, loyalty and dependence of the customers.
2.4.2 Brand
This is a feature, which enhances the ease of the customers for identifying the
company or organization. The identification mark is usually the symbols, representing the
functions adopted for achieving the satisfaction of the clients and customers. Typical example
of this is the logo, which helps in enhancing the reputation of the brand (Pelet et al. 2017).
Variation in the products and brands are effective for influencing the purchasing decision and
powers of the clients and customers. Innovation alters the business outlook enhancing the
brand image. This is supported by the change management strategies, which helps in
maintaining the balance in the operations. Ease and convenience of the customers are the
main aspects, which the brands need to cater for adding innovation into the products and
services. Turnover can result in reducing the customer rates, which can compel the brands to

16
MARKETING
encounter vulnerability in the market position. Therefore, effective sales strategy needs to be
prepared for attracting the clients and customers to the brand image.
2.4.3 Country of origin
Every product originates from a country, contributing to the economy. This country is
the initiator of the pricing strategies, production processes and growth, which is according to
the needs, demands and requirements of the clients and customers. The marketing rules and
regulations differ, therefore, the marketers adherence to the Consumer Protection Act (2005)
for serving the customers in a legal manner (Alvino et al. 2019). The labelling in this case is
that of place based branding, which is conducted on the basis of the geographical
segmentation. Uploading the information about the quality, manufacturing details and place
of origin enhances the information of the clients and customers about the services. Clarity
and transparency in the information dissemination process is effective for addressing the
specific issues of the clients and customers.
2.4.4. Taste
This is one of the five sense, which stimulates the persons to express their approaches
towards the purchased products. All of the individuals have different tastes and preferences,
which depends on the needs, demands and requirements. Application of Multi classification
method, helps in understanding the customers according to their attitudes towards paying for
the products like wine. Verneau et al. (2016) opines that the segmentation between rich,
middle class and poor is clearly demarcated through the payment modes. Some of the
customers purchase quality products to show off their status, others just try to be at par with
the aristocratic society (Castellini and Samoggia 2018). On the other hand, some of the
customers purchase products for fulfilling their needs and demands. In this context, the other
senses are smell, touch, sight and hearing. All of these senses can be related with the
purchasing process: touching the products for testing the quality of the products; seeing the

17
MARKETING
advertisements for enriching the information about the latest innovations, hearing the reviews
from the peers about their experience on purchasing the product. All of these factors
contribute in the purchase related decisions.
2.5.3 Consumer behaviour theory
The principle assumption of this theory is the investment of the customer for making
maximum utility of the goods and services. In this context, Hlédik and Harsányi (2019) states
that, the ultimate goal is the achievement of satisfaction, which adds value to the marketing
strategies of the retail brands. As a matter of specification, this utility is perceived as
“commodification of the consumption” (Pomarici et al. 2017). The main criterion considered
in this context is the spending capacity of the customers, which reflects the demand for a
particular product (D'Amico et al. 2016). In terms of utility, the following theories can be
proposed:
2.5.4. Cardinal utility theory
In this theory, utility is measured in terms of cardinal sense, that is, values. In this
context, cost benefit analysis can be related to generating value out of the investments made
by the customers for possession of quality products (Bruwer and McCutcheon 2017). The
formula used for calculating the total utility value is the overall satisfaction derived by the
customers from using the products. According to the arguments of Sogari et al. (2017), this is
done through the consideration of four units. One of the other aspects is that of the marginal
utility, where the focus is on additional satisfaction from using a product or service (Pomarici
et al. 2017). The focus here, is on the change in the quantity as compared to the total quantity.
According to Neuninger, Mather and Duncan (2017), law of diminishing marginal utility is
considered for detecting the condition of utility in every stage of successive production.
According to this law, Schäufele, Pashkova and Hamm (2018) highlights that the
assumptions revolve around standardization of the units, stagnancy in the tastes and

18
MARKETING
preferences of the customers, continuity in the consumption and mental condition of the
customers while purchasing.
2.5.5 Ordinal utility theory
In this theory, utility is one of the essential aspects of consumer preferences. Order of
preference is prepared in terms of assessing the manufacturing strategies, which needs to be
prepared on an urgent basis (Maesano, Carra and Peri 2019). Choice provided to the
customers indicates the preference factor between the products (Hlédik and Harsányi 2019).
In this case, Schäufele and Hamm (2017) is of the view that utility is derived through
consumption through the consideration of the qualities. This is an orderly approach for
fulfilling the needs, demands and requirements of the consumers (Castellini and Samoggia
2018). The connotation is rationality in this context is similar to that of the cardinal approach.
Fortes and Rita (2016) brings into context the capability of ranking the combinations of
products according to the satisfaction levels. The marginal rate of distribution is dependent on
consistency, transitivity of choice and non-satiation (Huiru et al. 2018).
Schäufele and Hamm (2017) brings the concept of indifference curve, which is crucial
for understanding the approach of the customers towards generating utility value. As a matter
of specification, the curve represents the different goods, which are sold to the customers
(Roe and Bruwer 2017). This map is assistance for the marketers in terms of mapping the
tastes and preference of the customers. In this context, Fortes and Rita (2016) states some of
the properties:
 Indifference curve sloping downward right, which indicates if the amount of one
product is increased, the amount of the other product is decreased, projecting an
inversely proportional relationship (Maesano, Carra and Peri 2019). Within all these,
the condition of the satisfaction curve remains stagnant (Neuninger, Mather and
Duncan 2017).

19
MARKETING
 Indifference curves are convex to the origin point- more and more substitution for one
product relates to the less willingness of the customers regarding purchase (Bruwer
and McCutcheon 2017).
 Indifference curves are exempted from intersection (Pomarici et al. 2017)
 Higher indifference curve is directly proportionate to the level of satisfaction. The
major drive behind this is the combinations prevailing in the products (Castellini and
Samoggia 2018)
2.6 Budget line
As stated by Boncinelli et al. (2019), higher indifference curves indicates higher level
of satisfaction. Motivation in this context is effective for luring the customers to reach to the
higher levels of purchasing decisions and power (Verneau et al. 2016). In this context, Alvino
et al. (2019) highlights two constraints, which are price and limited income. It is at this stage,
that a budget line acts assistance in terms of combining the goods, based on which the
consumers can exercise his spending power (Maizza et al. 2017). The considerations in this
case are the capability and income of the customers, which generates customer oriented
practices for the clients and the customers. Bruwer, Roediger and Herbst (2017) are of the
view that changes in the product quality simultaneously alters the scope and arena of the
budget line (Boncinelli et al. 2019). The conditions in this case are that increase in the price
of a good, there is a decrease in the quantity of the other products (Maksan, Kovačić and
Cerjak 2019).
2.7 Income consumption curve and engel curve
According to the arguments of Di Vita et al. (2019), for a particular product, the set of
optimal bundles is considered for monitoring the variations in the income. This is done
through the consideration of the consistency in the prices. Pomarici, Amato and Vecchio
(2016) highlights the aspect of engel curve, where the relationship between the combination

20
MARKETING
of the goods is traced with due consideration of the quantity, income and consumption
patterns. Within this, Sogari, Mora and Menozzi (2016) highlights the importance of
communication, which addresses the concerns of the customers. The reviews and ratings,
provided by the customers regarding experiences on product purchase are important
determinants towards willingness to pay (WTP) (Alvino et al. 2019). High reviews and
ratings make the services and products at the top of the search engine. These propositions
shed light on the four main aspects- communicator, stimulus, receiver and response (Pelet et
al. 2017). Transmission of information related to the discounts, offers and schemes on
services like wine develops High Level Nomological Network. This is a continuous process,
which helps in maintaining the balance between the supply and demand (Maizza et al. 2017).
Upon receiving the information about the lucrative services, stimulus is generated
within the minds of the customers. This is the response towards the word of mouth
communication from the customers, who have already availed the services (Escobar, Kallas
and Gil 2018). This communication increases the trafficking or involvement of the consumers
towards the brand. The attributes of stimulus and response can be considered as one of the
essential components for the communicators (service marketers) in terms of developing trust
among the consumers. Here, belief-attitude-intention framework is of high importance. This
is because transmitting wrong information to the consumers can adversely affect their
purchase decision, resulting in customer turnover (Bruwer, Roediger and Herbst 2017).
Switch over would result in collapse of the services (Canziani, Byrd and Boles 2018).
Within the stimulus, four factors can be identified, which increases the bargaining
power of the buyers (Maksan, Kovačić and Cerjak 2019). These are relevance, timeliness,
accuracy and comprehensiveness. Relevance in the shared information directly affects the
decision-making process of the customers (Mehta and Bhanja 2018). Through relevance, they
can decide the specific services, which they intend for enjoying innovative products (Di Vita

21
MARKETING
et al. 2019). Blogs and reviews assist the customers in checking whether the information is
current and updated (Kruger and Viljoen 2019). Accuracy is needed in terms of developing
perceptions towards the levied information related to the security provided within the
products and services (Pomarici, Amato and Vecchio 2016).
2.8 Impact of price change on the buying behaviour of the
customers
As stated by Chen et al. (2016), impact of price change is mapped through the
consideration of substitution effect and income effect. Rahmani et al. (2019) highlights that
substitution effect consists of the substitution between the products as a result of the relative
price application. On the contrary, Ellis and Mattison (2018) opines that income effect
reflects the spending capacity of the customers in the context of the price change. The two
effects conglomerate to form the price effect, which adversely influences the decision of the
customers to purchase the products. Caracciolo et al. (2016) brings The Hicksian method for
enhancing the awareness about the income effect on the purchase decisions. The main focus
in this direction is on the remainder of the total price effect on the real income upon the
alterations in the income.
Bernabéu et al. (2019) is of the view that changes in the prices of the products
compels the customers to alter their purchasing decisions and power. The basis of this change
is the marketing strategy adopted by the brands for disseminating the information to the
clients and customers. As per the arguments of Samoggia (2016), logical reasoning and
rationality in the process of price change assists the customers to alter the buying decisions.
2.9 Consumer surplus
Willingness towards investing in a particular product shapes the demand curve.
Verneau et al. (2016) adds that the actual market price needs to be taken into consideration
for making the final decision regarding the purchase. According to Malaysia.gov.my (2020),
the difference between willingness to pay and actual amount to be paid for purchasing the

22
MARKETING
product, develops the condition of surplus for the customers. Every aspect of the market price
is to be taken into consideration for making the most of the surpluses. The first product
delivered would yield more investment returns for the customers. Baziana and Tzimitra-
Kalogianni (2019) brings into the context, one of the studies revealing that most of the
customer prefer style and appearance over other factors in terms of the purchase. In this
context, Lecat, Le Fur and Outreville (2016) is of the view that consumer behaviour theory is
not that productive, as it is exempted from the numerical allocation for mapping the level of
satisfaction. Ghvanidze et al. (2019) highlights the concepts of market baskets, which reflects
the usefulness in terms of adding value to the marketing strategies.
As stated by Sogari, Mora and Menozzi (2016), cardinal ranking is a complicated
process, which aggravates the complexities in terms of decision-making towards forming the
thought process of the customers towards purchasing the desired products. In this context,
Mazzocchi, Ruggeri and Corsi (2019) the desire is an aspect, which is contradictory in terms
of reflecting on the actual need of the customers. Connolly (2019) brings into context the
aspect of Maslow’s hierarchy of needs, where the main need is the self-esteem of the
customers for enhancing their personality. In the arguments of Hall (2016), budget constraints
are highlighted, which aggravates the complexities of the customers in terms of exercising the
willingness to pay.
2.10 Marshallian economic model
As per the arguments of Huang et al. (2017), the buyers intend to make the most of
the income for achieving the utility through the consumption of the products. Taste and
relative price of the products increases the satisfaction of the customers through the
consumption. Kruger and Viljoen (2019) highlights the aspect of motivation, which adds
value to the self-interest of the customers regarding exercising the purchasing intentions and
power. Behavioural hypothesis is also important in this context for assessing the outcome of

23
MARKETING
the approach towards purchasing the quality products. In this context, Mehta and Bhanja
(2018) bring the theories of planned action and reasoned behaviour. Increasing the loyalty
programs is accounted as a rational and planned action in terms of gaining higher customers
satisfaction. On the contrary, Canziani, Byrd and Boles (2018) is of the view that thinking of
the ways to maximize profit is a kind of interplay with the demands of the customers, which
can result in turnover.
2.11 Veblenian social psychological model
According to Escobar, Kallas and Gil (2018), this theory states that man is a social
animal, where the conformation relates to the specific culture and sub groups. Face to face
interactions helps in mapping the customer approaches. Pelet et al. (2017) is of the view that
memberships are important in terms of detecting the consumer patterns. Sogari, Mora and
Menozzi (2016) states that consumption is a “prestige seeking” instead of fulfilling the needs
and attaining satisfaction. In case of psychology, Verneau et al. (2016) relates the motivation
behind the purchases, which contradicts the aspect of self interest. On the other hand, Hlédik
and Harsányi (2019) is of the view that motivation behind the purchase results in the positive
word of mouth advertising, enhancing the sales revenue and profit margin of the brands.
D'Amico, Di Vita and Monaco (2016) states that this “word of mouth advertising” enhances
the corporate social responsibility of the brands in terms of ensuring the wellbeing of the
clients and customers.
2.12 Summary
This section sheds light on the variables and themes of consumer behaviour. The
aspect of conceptual framework helps in gaining an insight into the situations and influences
towards consumer behaviour. The theories relate to the behavioural theories, which help in
shaping the identities and characteristics of the consumers as individuals. Theoretical
considerations are assistance for the marketers in terms of delving deeper into the

24
MARKETING
consumption patterns of the customers. The concepts enhance the awareness of the readers
regarding the factors influencing the consumer buying behaviour. Linkage between the
variables is an agent in terms of deducing new insights towards expanding the scope and
arena of the research.
2.13 Grounded theory
Through the application of the grounded theory, inductive reasoning would be
generated for detecting the main factors, which influence the collection of data regarding
decision making processes of the customers towards purchasing the products and services
(Hlédik and Harsányi 2019).
2.14 Gaps in literature
This research attempts to shed light on all of the essential concepts related to
consumer buying behaviour. However, due to financial constraints, the researcher fails to
explain all of the related concepts by considering case studies, journal articles and other
sources.

25
MARKETING
3.0 Research methodology
3.1 Research philosophy
For conducting a research, there are three philosophies: positivism, post positivism
and interpretivism (Kennedy 2017). Positivism is mostly used in the researches for
developing scientific knowledge and facts related to the subject matter (Edson, Henning and
Sankaran 2016). Post positivism relates to the act of mapping the after effects of applying the
scientific facts. Along with this, Kennedy (2017) also opines that positivism is used for
developing objective facts related to the subject matter. In case of this research, Positivism
philosophy would be effective for the research in terms of developing scientific and objective
knowledge and facts regarding consumer behaviour towards wine purchase in Selangor. This
approach would be effective for exploring the search regarding the factors related to the
factors influencing the consumer buying behaviour.
3.2 Research design
The research is designed through explorative, explanatory and descriptive design
(Creswell and Creswell 2017). Explorative research design is used by the researcher for
exploring the unexplored realms of the factors related to the subject matter (Meyers, Gamst
and Guarino 2016). Explanatory design requires the researcher to explain every details of the
topic. According to Creswell and Creswell (2017), Descriptive design is considered in terms
of describing each and every details of the topic. In this research proposal, Descriptive
Quantitative based correlation research design would be applied by the researcher for
exploring the unexplored realms of consumer behaviour towards purchasing wines in the
lapses of Nature. Explanatory design would be averted by the researcher, as it would include
the need for including every detail related to the consumer buying behaviour, which is not
possible due to the time constraints.

26
MARKETING
3.3 Research approach
In the process of conducting a research, the approaches considered is that of inductive
and deductive (Rautiainen, Sippola and Mättö 2017). Inductive approach is used for deducing
new insights into the research topic. On the other hand, Creswell and Creswell (2017) states
that deductive approach is used for finding relevant facts from the collected data. In this
research proposal, Deductive approach would be effective in terms of deducing new insights
regarding consumer behaviour. On the contrary, inductive approach would aggravate the
complexities towards deducing relevant conclusion and recommendations. On the contrary,
inductive approach would be averted by the researcher, as it needs to collect every small
information related to the consumer buying behaviour and its impact on the purchasing
decisions.
3.4 Data collection
The data needed for a research is collected through primary and secondary methods,
which are further divided into quantitative and qualitative method (Paradis et al. 2016). In the
primary quantitative method, survey is used. On the other hand, Chambers (2017) states that
primary qualitative method, interviews are considered for collecting the necessary data. In
case of the secondary methods, case studies, journal and websites are considered for
incorporating effective data for completing the research (Agresti 2018). The data collection
process would be primary quantitative, which would be effective for gaining an insight into
the mind-set of the customers towards product purchase. This criteria would be effective for
the researcher to gain an insight into the different and wide ranging approach of the
customers towards the wine purchase in the threshold of Selangor, Malaysia.
3.5 Data analysis
The data collected for a research is analysed through primary and secondary methods,
which are further subdivided into quantitative and qualitative methods (Heeringa, West and
Berglund 2017). In primary quantitative, survey questionnaires are prepared. Tables, charts

27
MARKETING
and graphs are developed for analysing the responses of the samples. On the other hand,
Chambers (2017) highlights that themes related to the subject matter are developed for
analysing the collected data. Survey would be conducted on the customers of the wine selling
brands in Selangor for delving deeper into the factors affecting the decision making process
and the loyalty programs. Questionnaires would be analysed through the means of tables,
charts and graphs, which would act assistance in terms of conducting journey mapping for the
trends and patterns in the consumer purchase decisions and power.
3.6 Sample size
As a matter of specification, the whole population of Selangor possesses direct or
indirect relationship with this research (Etikan and Bala 2017). However, in order to cope up
with the time and financial constraints, the researcher would select 384 samples, who have
recently purchased wines from the retail brands in the threshold of Selangor, Malaysia.
3.7 Sampling technique
The samples selected for the researcher is backed up by the techniques of simple,
random and probability. In case of the simple and random, there are no criteria, which the
researcher follows for selection of the samples (Boddy 2016). On the other hand, in the
probability techniques, there are certain criterions, which the researcher follows for selecting
the samples. These techniques are tests like behavioural analysis, brands awareness quotient
and others (Sim et al. 2018). In this research proposal, the researcher would select the sample
size through non-probability basis. The criterion in this context would be awareness about the
marketing strategies, loyalty programs introduced by the brands for attracting the customers.
For this selection, correlative study would be conducted by the researcher for establishing
crucial linkages between the dependent and independent variables. Mention can be made of
the theories like Maslow’s hierarchy of Needs, where self-esteem brings psychoanalytic

28
MARKETING
theory into the discussion. These theories would be effective for delving deeper into the
mind-set of the customers while purchasing products like wine and services (Swain 2016).
3.8 Reliability and validity
For developing an effective research, the researcher would adhere to the inclusion and
exclusion criteria (Sim et al. 2018). Specifically, the researcher would include those articles,
which have been published in the last 10 years on the consumer buying behaviour towards
wine purchase in Selangor, Malaysia. Along with this, the researcher would also exclude
those articles, which have been published more than the last 10 years. Consciousness in this
approach would develop reliability, validity and authenticity in the research proposal.
3.9 Ethical considerations
Ethics are important in any action for luring trust, loyalty and dependence from the
clients and customers (Swain 2016). In case of research, ethics relates to the
acknowledgement of the sources referred for averting the instances of plagiarism and
collusion. This is also the case, which the researcher intends to comply in this research.
Along with this, the researcher would also adopt a liberal approach towards the samples.
Once the samples feel uncomfortable, they would be instructed to withdraw from the process.
Apart from this, the researcher would adhere to the standards and protocols of the Data
Protection Act (1998) for securing the privacy in the responses produced by the samples.
3.10 Action plan
Activities Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Selection of the
topic
Collecting
information

29
MARKETING
Developing aims
and objectives
Data collection
Data analysis
Conclusion and
recommendations
Evaluation
Table: Action plan for the proposal
(Source: Created by the author)
c) The unit of analysis in the proposal is that of the wine selling brands in Selangor as a
whole. The financial data and reports would be taken into consideration for preparing reports
on the changes in consumer behaviours and patterns (Boddy 2016). Within this, the
researcher would emphasize on the strategies adopted by the wine selling brands to improve
the consumer behaviour on the purchases (Heeringa, West and Berglund 2017). The samples
selected would represent the brands catering to wine selling and mapping the customer
reactions (Agresti 2018).
4. Tabulation of data
The survey questionnaires would be prepared in the word document. The responses
would be graphically presented. The responses would be analysed through pilot testing for
achieving justification for the selected samples. This test would be accompanied by
preliminary tests and measurements to be incorporated into the propositions. Thematic
analysis would be a part of the research, which would expand the scope and arena of the
theoretical considerations. For testing the effectiveness of the hypothesis, the propositions
and the findings would be synthesized for deducing new insights into the aspect of consumer

30
MARKETING
behaviour towards purchase. Along with this, mention can be made of the questionnaire table,
which comprises of the aspects of quality, awareness towards the marketing strategies,
activeness on the social media and others. The criterion of the response collection is age,
gender, likert scale and others. In the process of data collection through survey, the researcher
would implement the Data Protection Act (1998) ensuring the samples that their responses
would be used solely for the purpose of research and not for commercialization.
4.1 Questionnaire table
Aspects Age Gender Active on
social
media
Approach
towards
discounts,
schemes and
offers on
online
shopping
Recommendations
Consumer
characteristics
30-55 Male and
female
Tech savvy Intend to
avail
discounts,
schemes and
offers on the
purchases.
Cashbacks are
effective for
retaining these kind
of customers
Loyalty towards
marketing strategies
for effective placement
of wines
30-50 Females Tech savvy Follows every
post on the
social
networking
sites and
Tracking the
comments of the
customers on the
social networking
platforms and

31
MARKETING
websites websites would be
effective for
detecting the
specific patterns
and trends of
purchasing
Online shopping 20-50 Male and
female
customers
Passionate
about new
gadgets
Conducts
market
research on
the launched
wines
SMART goal
criteria would be
effective for
improvising on the
standards and
quality of the
products like wine
for reaching to the
benchmark level of
performance
Awareness about the
discounts, schemes
and offerson purchase
of $500 and above
20-40 Both the
male and
female
customers
Special
discounts
on the
purchase of
stipulated
amount
Searches for
products like
wine, which
have high
discounts,
schemes and
offers
Quiz contests can
be organized for
gaining an insight
into the approaches
to the launched
wines.
Quality 20-50 Not in
specific
Labelling
consisting
Search for the
discounts and
Quality checks and
controls would be

32
MARKETING
of the
information
about the
storage and
usage
offers not
compromisin
g the quality
crucial for
standardizing the
operations
according to the
specific needs,
demands and
requirements of the
customers
Fig: Questionnaire table
(Source: Created by the author)
5.0 Conclusion and recommendations
Customers are the agents of achieving success. Satisfying the needs, demands and
requirements of the clients and customers is the key towards popularizing the brand. Mention
can be made of the “intensive market research”, which the personnel carried out for reaching
to the specific tastes and preferences of the customers. Installation of privacy cookies in the
customers’ profile would increase the security of their personal information. Regular
maintenance and tracking the responses would improve the stability in the relation with the
customers. Maintaining records of the products flowing from the internal to the external
environment would reduce the chances of losses.
Management is essential in terms of achieving infrastructural development.
Evaluation of the current strategic position makes the personnel of wine retailing brands in
Selangor, Malaysia aware of the need for additional resources. This is in terms of improving
the standards and quality of the business operations. One of the typical components of this

33
MARKETING
evaluation is market research, which enhances the awareness regarding the tactics adopted by
the contemporaries in terms of achieving customer satisfaction.

34
MARKETING
6.0 References
Agresti, A., 2018. An introduction to categorical data analysis. John Wiley & Sons.
Alvino, L., van der Lubbe, R., Joosten, R.A. and Constantinides, E., 2019. Which wine do
you prefer? An analysis on consumer behaviour and brain activity during a wine tasting
experience. Asia Pacific Journal of Marketing and Logistics.
Austrade.gov.au2020. Wine to Malaysia Available at:
https://www.austrade.gov.au/Australian/Export/Export-markets/Countries/Malaysia/
Industries/wine [Accessed on 27th Jan 2020]
Baziana, S. and Tzimitra-Kalogianni, E., 2019. Investigation of consumer behavior: A study
on organic wine. In Brand Culture and Identity: Concepts, Methodologies, Tools, and
Applications (pp. 1400-1411). IGI Global.
Bernabéu, R., Rabadán, A. and Díaz, M., 2019. Organic Wines, Healthy and Sustainable Eco-
Innovation. Research on Open-innovation Strategies and Eco-innovation in Agro-food
Industries, p.121.
Boddy, C.R., 2016. Sample size for qualitative research. Qualitative Market Research: An
International Journal.
Boncinelli, F., Dominici, A., Gerini, F. and Marone, E., 2019. Consumers wine preferences
according to purchase occasion: Personal consumption and gift-giving. Food Quality and
Preference, 71, pp.270-278.
Bruwer, J. and McCutcheon, E., 2017. Marketing implications from a behaviourism
perspective of consumption dynamics and socio-demographics of wine consumers. Asia
Pacific Journal of Marketing and Logistics.

35
MARKETING
Bruwer, J., Roediger, B. and Herbst, F., 2017. Domain-specific market segmentation: a wine-
related lifestyle (WRL) approach. Asia Pacific Journal of Marketing and Logistics.
Canziani, B., Byrd, E.T. and Boles, J.S., 2018. Consumer drivers of muscadine wine purchase
decisions. Beverages, 4(4), p.98.
Caracciolo, F., D’Amico, M., Di Vita, G., Pomarici, E., Dal Bianco, A. and Cembalo, L.,
2016. Private vs. collective wine reputation. International Food and Agribusiness
Management Review, 19(1030-2016-83139), pp.191-210.
Castellini, A. and Samoggia, A., 2018. Millennial consumers' wine consumption and
purchasing habits and attitude towards wine innovation. Wine Economics and Policy, 7(2),
pp.128-139.
Chambers, J.M., 2017. Graphical methods for data analysis: 0. Chapman and Hall/CRC.
Chen, X., Goodman, S., Cohen, J. and Bruwer, J., 2016, February. Wine tourists’ loyalty
intentions: Toward an integrated behaviour model. In 9th Academy of Wine Business
Research Conference (p. 502).
Connolly, M., 2019. Factors Influencing Consumer Wine Choice: The Case of Wine
Tourism. In Management and Marketing of Wine Tourism Business (pp. 43-61). Palgrave
Macmillan, Cham.
Creswell, J.W. and Creswell, J.D., 2017. Research design: Qualitative, quantitative, and
mixed methods approaches. Sage publications.
D'Amico, M., Di Vita, G. and Monaco, L., 2016. Exploring environmental consciousness and
consumer preferences for organic wines without sulfites. Journal of Cleaner Production, 120,
pp.64-71.

36
MARKETING
Di Vita, G., Pappalardo, G., Chinnici, G., La Via, G. and D'Amico, M., 2019. Not everything
has been still explored: Further thoughts on additional price for the organic wine. Journal of
cleaner production, 231, pp.520-528.
Edson, M.C., Henning, P.B. and Sankaran, S. eds., 2016. A guide to systems research:
Philosophy, processes and practice (Vol. 10). Springer.
Ellis, D. and Mattison Thompson, F., 2018. The effect of wine knowledge type on variety
seeking behavior in wine purchasing. Journal of wine research, 29(2), pp.71-86.
Escobar, C., Kallas, Z. and Gil, J.M., 2018. Consumers’ wine preferences in a changing
scenario. British Food Journal.
Etikan, I. and Bala, K., 2017. Sampling and sampling methods. Biometrics & Biostatistics
International Journal, 5(6), p.00149.
Fortes, N. and Rita, P., 2016. Privacy concerns and online purchasing behaviour: Towards an
integrated model. European Research on Management and Business Economics, 22(3),
pp.167-176.
Ghvanidze, S., Velikova, N., Dodd, T.H. and Oldewage-Theron, W., 2019. Are Sustainable
Consumers Health Conscious? A Segmentation Study of Wine Consumers. Journal of Food
Products Marketing, 25(6), pp.690-711.
Hall, D., 2016. Exploring wine knowledge, aesthetics and ephemerality: clustering
consumers. International Journal of Wine Business Research.
Hbr.org 2020. What the Wine Industry Understands About Connecting with Consumers?
Available at: https://hbr.org/2019/03/what-the-u-s-wine-industry-understands-about-
connecting-with-customers [Accessed on 15th Jan 2020]

37
MARKETING
Heeringa, S.G., West, B.T. and Berglund, P.A., 2017. Applied survey data analysis. Chapman
and Hall/CRC.
Hlédik, E. and Harsányi, D., 2019. Towards quality consumption. International Journal of
Wine Business Research.
Huang, A., Dawes, J., Lockshin, L. and Greenacre, L., 2017. Consumer response to price
changes in higher-priced brands. Journal of Retailing and Consumer Services, 39, pp.1-10.
Huiru, W., Zhijian, Z., Jianying, F., Dong, T. and Weisong, M., 2018. Influencing factors on
chinese wine consumers’behavior under different purchasing motivations based on a multi-
classification method. Italian Journal of Food Science, 30(4).
Kennedy, A.M., 2017. Macro-social marketing research: philosophy, methodology and
methods. Journal of Macromarketing, 37(4), pp.347-355.
Kruger, M. and Viljoen, A., 2019. Terroir wine festival visitors: uncorking the origin of
behavioural intentions. Current Issues in Tourism, pp.1-21.
Lecat, B., Le Fur, E. and Outreville, J.F., 2016. Perceived risk and the willingness to buy and
pay for “corked” bottles of wine. International Journal of Wine Business Research.
Maesano, G., Carra, G. and Peri, I., 2019. HOW DO CONSUMERS PERCEIVE
SUSTAINABLE WINE? A REVIEW. Calitatea, 20(S2), pp.351-357.
Maizza, A., Fait, M., Scorrano, P. and Vrontis, D., 2017. Old, new and third wine regions: a
consumer perspective. World Review of Entrepreneurship, Management and Sustainable
Development, 13(5/6), pp.521-541.
Maksan, M.T., Kovačić, D. and Cerjak, M., 2019. The influence of consumer ethnocentrism
on purchase of domestic wine: Application of the extended theory of planned
behaviour. Appetite, 142, p.104393.

38
MARKETING
Malaysia.gov.my 2020 About us. Available at: https://www.malaysia.gov.my/portal/index
Mazzocchi, C., Ruggeri, G. and Corsi, S., 2019. Consumers’ preferences for biodiversity in
vineyards: A choice experiment on wine. Wine Economics and Policy, 8(2), pp.155-164.
Mehta, R. and Bhanja, N., 2018. Consumer preferences for wine attributes in an emerging
market. International journal of retail & distribution management.
Meyers, L.S., Gamst, G. and Guarino, A.J., 2016. Applied multivariate research: Design and
interpretation. Sage publications.
Neuninger, R., Mather, D. and Duncan, T., 2017. Consumer's scepticism of wine awards: A
study of consumers’ use of wine awards. Journal of Retailing and Consumer Services, 35,
pp.98-105.
Paradis, E., O'Brien, B., Nimmon, L., Bandiera, G. and Martimianakis, M.A.T., 2016.
Design: selection of data collection methods. Journal of graduate medical education, 8(2),
p.263.
Pelet, J.É., Lecat, B., Khan, J., Rundle-Thiele, S., Lee, L.W., Ellis, D., Garry Wolf, M.M.,
Wegmann, A.L., Kavoura, N. and Katsoni, V., 2017. Don’t believe the hype: a grounded
exploratory six country wine purchasing study. Journal of wine research, 28(2), pp.91-104.
Pomarici, E., Amato, M. and Vecchio, R., 2016. Environmental friendly wines: a consumer
segmentation study. Agriculture and agricultural science procedia, 8(2016), pp.534-541.
Pomarici, E., Lerro, M., Chrysochou, P., Vecchio, R. and Krystallis, A., 2017. One size does
(obviously not) fit all: Using product attributes for wine market segmentation. Wine
Economics and policy, 6(2), pp.98-106.
Rahmani, D., Loureiro, M., Escobar, C. and Gil, J.M., 2019. Relationship between wine-
evoked emotions and consumers’ preferences and willingness to Pay (No. 2229-2019-1915).

39
MARKETING
Rautiainen, A., Sippola, K. and Mättö, T., 2017. Perspectives on relevance: The relevance
test in the constructive research approach. Management Accounting Research, 34, pp.19-29.
Roe, D. and Bruwer, J., 2017. Self-concept, product involvement and consumption occasions:
exploring fine wine consumer behaviour. British food journal, 119(6), pp.1362-1377.
Samoggia, A., 2016. Wine and health: faraway concepts?. British Food Journal.
Schäufele, I. and Hamm, U., 2017. Consumers’ perceptions, preferences and willingness-to-
pay for wine with sustainability characteristics: A review. Journal of Cleaner production, 147,
pp.379-394.
Schäufele, I. and Hamm, U., 2017. Consumers’ perceptions, preferences and willingness-to-
pay for wine with sustainability characteristics: A review. Journal of Cleaner
production, 147, pp.379-394.
Schäufele, I., Pashkova, D. and Hamm, U., 2018. Which consumers opt for organic wine and
why? An analysis of the attitude-behaviour link. British Food Journal.
Sim, J., Saunders, B., Waterfield, J. and Kingstone, T., 2018. Can sample size in qualitative
research be determined a priori?. International Journal of Social Research
Methodology, 21(5), pp.619-634.
Sogari, G., Mora, C. and Menozzi, D., 2016. Factors driving sustainable choice: the case of
wine. British Food Journal, 118(3), p.632.
Sogari, G., Mora, C. and Menozzi, D., 2016. Sustainable wine labeling: a framework for
definition and consumers’ perception. Agriculture and agricultural science procedia, 8,
pp.58-64.

40
MARKETING
Sogari, G., Pucci, T., Aquilani, B. and Zanni, L., 2017. Millennial generation and
environmental sustainability: The role of social media in the consumer purchasing behavior
for wine. Sustainability, 9(10), p.1911.
Swain, J., 2016. Ethical Considerations in Research and Education. SAGE Publications.
Thedailyworld.com 2020. Raising a glass of Champagne will get more expensive under
Trump’s tariff plan Available at: https://www.thedailyworld.com/business/raising-a-glass-of-
champagne-will-get-more-expensive-under-trumps-tariff-plan/ [Accessed on 15th Jan 2020]
Verneau, F., Griffith, C.J., Agnoli, L., Capitello, R. and Begalli, D., 2016. Behind intention
and behaviour: factors influencing wine consumption in a novice market. British Food
Journal.
Verneau, F., Griffith, C.J., Sogari, G., Mora, C. and Menozzi, D., 2016. Factors driving
sustainable choice: the case of wine. British Food Journal.