IMPACT OF EXTRINSIC CUES ON THAI WINE: HOW THE COUNTRY OF ORIGIN AND MEDAL INFLUENCE THAI CONSUMER’S INTENTION TO BUY THAI WINE

Abstract

This research study is to understand the impact of extrinsic cues on Thai drinker; country of origin, price, and award medal sticker. Wine drinkers from Bangkok and Hua Hin were recruited to an individual interview with a blind wine tasting. Two question sets were asked to assess their knowledge both objective and self-perceived respectively. The drinkers were classified based on the drinking frequency, level of objective knowledge, and perceived knowledge. Country of Origin (COO) is influential to any group. The traditional winemaking countries stand out the most due to their credential reputation. Thailand is a choice for those who already exposed to Thai wine before because they have gained a confidence after having tasted the product. The medal sticker is not seen to be decision making instrument when regular drinkers choose a wine. It does not improve sales, rather an augmented product to assist consumers with decision-making when they have to buy an unknown wine. It increases level of confidence in that particular bottle. However, the medal still cannot replace brand reputation and brand loyalty. Lastly, the consumer does not have much chance to taste the product before a decision making, they exploit extrinsic cue to make their choice. Wines from well-known COO outperform ones from less-heard even though the latter is an award-wining but the former. Thus, the extrinsic cues also connote the price.