QR Codes:Purchasing Wine in the Information Age
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The document explores the role of QR codes in wine purchasing decisions, noting that while consumers find value in product information, only a small percentage reported increased purchase interest due to QR codes. A survey conducted with 631 participants indicated demographic trends and preferences for wine features, revealing that QR codes are not considered highly desirable by most consumers. The findings suggest that marketers may favor QR codes more than the general public and that there's a need for better consumer engagement with wine production characteristics.
QR Codes:Purchasing Wine in the Information Age
- 1. Purchasing Wine in the Information Age: The Role of Quick Response (QR) Codes Lindsey Higgins Mitch Wolf Marianne McGarry Wolf California Polytechnic State University San Luis Obispo, CA Selected paper prepared for the 2013 AAWE conference in Stellenbosch, South Africa
- 2. Motivation Wine as an experiential good Wine as information laden Implications for purchase decisions Cooper-Martin (1991) Thach (2008) Top purchase decision criteria: Prior tasting experience
- 3. Motivation Technology empowers consumers
- 4. Motivation
- 5. Motivation Quick Response (QR) Codes Developed as supply chain strategy tool
- 6. Motivation Comscore (2012) QR code use in Europe increased 96% from 2011 to 2012 17.4 million users in July of 2012 3 out of 4 users scanned the QR code for product information October of 2011, 20.4 million Americans used their smart phone to scan a QR code for product information Okazaki and Barwise (2011) QR codes as an area of emerging research and growth in retailing
- 7. QR Codes Information Purchase Decision • Product knowledge is key in consumer decision-making (Raju, Lonial, and Mangold, 1993) • Information search as the primary method of risk reduction in the wine purchase decision (Mitchell and Greatorex, 1989) • One step closer to interactive marketing (Shin, Jung, and Chang, 2012) • Younger wine consumers? • purchase out of convenience • little wine knowledge • more likely to be engaged electronically (Lecat and Pelet, 2011)
- 9. Objectives Explore the role of QR codes in the wine purchase decision desirability of QR codes on wine labels Determine the segment of consumers most likely to respond to QR codes wine consumption behavior demographics wine knowledge other sources of wine information
- 10. Methods 25 question survey designed demographics, reported behavior QR code concept exposure Administered during the fall of 2012 to wine consumers nationally recognized test market location intercept approach
- 11. The hands that tend our vineyards are the same that craft our wine, a rare tradition in today’s wine industry. For three generations our family’s vineyard-to-bottle ideology has allowed us to create lively, approachable wines with plenty of character. $11.99 $9.99 Our back label has a QR code.
- 13. Methods 11 point purchase intent scale (Juster, 1966) Verbal anchors and probability estimates
- 14. Results: Demographics 631 usable responses 52% Male
- 15. Results: Features 11 features 5 point scale Extremely desirable (5) to Not desirable at all (1) The following is a list of features people may look for when purchasing wines. Please indicate the desirability of each feature to you when you purchase wine.
- 16. Results: Features Feature % Extremely / Very Desirable Feature % Extremely/ Very Desirable Good value for the money 85.3% Screwcap closure 11.4% Locally produced 52.2% Organically grown 31.9% Grown in an enviro. friendly way 47.1% Sustainably grown 33.9% Recommended by friends 73% Grown using biotechnology 11.9% Varietal I like 79.3% From a family owned winery 46.9% Feature % Extremely / Very Desirable % Not Desirable at all QR Code 7.4% 43.9%
- 17. Results: Concept Exposure 50% of respondents said there was at least 60 chances in 100 they would buy the new wine
- 18. Results: Concept Exposure Respondents indicated they were likely to purchase 11.33 bottles of wine in the next 3 months If available, respondents likely to purchase 3.44bottles of the concept wine in the next 3 months
- 19. Results: Concept QR Increase purchase interest? 38% reported that it definitely did not increase their purchase interest 31.2% reported that it probably did not increase their purchase interest
- 20. Results: QR Increase Segment Reported influence of QR code Few demographic differences No difference in: Age Beer consumption Wine consumption or spending Gender Relationship status Education Employment Income QR increased purchase interest 11.6% QR did not increase purchase interest 88.4% VS.
- 21. Results: QR Increase Segment Reported influence of QR code Few demographic differences No differences in closure preferences More likely to regularly use apps QR Increased purchase interest 11.6% QR did not increase purchase interest 88.4% VS.
- 22. Results: QR Segments and Features Feature QR likely to Increase QR not likely to increase P-value QR Code 3.08 1.8 .000 Locally produced 3.88 3.51 .004 Produced in an enviro. friendly way 3.75 3.31 .001 Organically grown 3.45 2.96 .000 Certified Sustainable 3.38 3.00 .005 Biotech used 2.62 2.37 .042 Family owned 3.71 3.34 .006 5= Extremely desirable, 4=Very desirable, 3=Somewhat desirable, 2=Not very desirable, 1= Not desirable at all
- 23. Results: QR Segments and Info Info Source QR likely to Increase QR not likely to increase P-value Google 56% 35% .000 Facebook 33% 21% .024 Youtube 14% 5% .006 Facebook ads 8% 2% .002 Blogs 16% 7% .003 Which of the following do you regularly use to get news or find information about wine?
- 24. Results: QR Segments and Descriptors Descriptor QR likely to Increase QR not likely to increase P-value Wine enthusiast 2.96 2.67 .006 Talk wine 3.00 2.65 .000 Wine Connoisseur 2.42 2.16 .008 Would use an app that allows me to instantly purchase wine 2.71 2.24 .005 4=Strongly agree, 3=Agree, 2=Disagree, 1=Strongly disagree How strongly do you agree or disagree with the following statements?
- 25. Conclusions Little importance to most No differences by age Marketers may be more fond of QR codes than consumers Some differences related to information Interested in production characteristics Interested in learning more Interested in talking about wine QR code becomes very useful tool
- 26. Conclusions Targeted Group Learn More About Wine Production Characteristics Talk About Wine 2% 13% 9% .6% .6% 2% 2 % .6% of 631 consumers = 4 consumers
- 27. Concluding Remarks Questions Contact information: Lindsey Higgins lhiggins@calpoly.edu Marianne McGarry Wolf mwolf@calpoly.edu