Understanding perceived brand value and actual product quality as drivers of consumer motivation to purchase: A qualitative study of the luxury sparkling wine industry in South Africa

Abstract

The primary objective of this study was to better understand perceived brand value and actual product quality as drivers of consumer motivation to purchase within South Africa’s luxury sparkling wine industry. The study considered a consumer’s exposure to South African and French sparkling wine brands to understand how quality is assessed and how perceptions are formed of sparkling wine as a product and as a brand. From the literature, brand value and product quality were unpacked, and the uses and gratifications theory was applied to understand the need that a consumer seeks to satisfy when purchasing or consuming luxury sparkling wine. The study was conducted qualitatively, making use of semi-structured interviews and reflexive thematic analysis to collect and analyse the data. A sample of participants were identified as consumers of luxury sparkling wine, residing in Cape Town, South Africa and a total of 10 participants were interviewed. Five major themes were identified in the findings, which indicated that, when purchasing luxury sparkling wine, various needs to be satisfied exist and these may conflict or coexist. The sensory experiences and associations linked to sparkling wine consumption form part of a consumer’s quality and brand value evaluations. The findings show that the environment in which a consumer purchases or chooses to associate with a sparkling wine brand may largely influence their brand choice and quality evaluation. By understanding how a consumer forms associations towards sparkling wine consumption, the findings indicate how sparkling wine brands in South Africa can potentially enhance the perceived brand value of South African sparkling wine brands and the perception of the South African sparkling wine industry.