Consumer personality and other factors in situational brand choice variation

Abstract

This paper examines drivers of intrapersonal variation in individual brand choice across consumption situations. Based on a consumer sample, it was established that individual choice of wine brands varied across three situations, depending on whether the wine was chosen for self-consumption, hosting friends or as a gift. Similarly, four of the six benefits desired by consumers in wine were found to vary. Quality and social benefits were more important in the 'host' and 'gift' situation, and value-for-money and emotional benefits were more important in the 'self' consumption scenario. While no situational variation was found for environmental and health benefits, these factors were found to influence brand choice as well. The results further point to drivers of differential brand choice particularly consumer personality (susceptibility to interpersonal influence and product-category involvement), consumer situational disposition (risk-taking, variety-seeking and curiosity), purchasing behaviour (spending per bottle and purchasing frequency) and demographics (age and gender). The findings will assist managers in tailoring brands to both consumers and consumption situations.