Emergence of New Segments of Swiss Wine Consumers: A Comparison with a Segmentation Study from 2011

Table 3

Purchasing motive items including factor loadings, sources, and reliability coefficients.

Factor and items (when buying wine, I pay attention to…when buying wine…)	Rotated factor loadings	Source
(1) Intrinsic characteristics (Cronbach’s α = 0.74)
Provenance	0.77	Bruwer and Li [20]
Grape variety	0.65	Jaeger et al. [52]
A well-established producer	0.63	Brunner and Siegrist [18]
Organic cultivation	0.60	Fotopoulos et al. [53]
Wine from local producers	0.78	Brunner and Siegrist [18]
(2) Third-party expertise (Cronbach’s α = 0.69)
Reviews and ratings	0.81	Brunner and Siegrist [18]
Awards	0.80	Lockshin et al. [54]
Recommendations of the salesperson	0.56	Jaeger et al. [52]
Recommendations of friends and acquaintances	0.47	Jaeger et al. [52]
(3) Bargain (Cronbach’s α = 0.48)
Bargains and special offers	0.83	Bruwer and Li [20]
I nearly always choose one of the lowest priced wines because they are also nice	0.71	Brunner and Siegrist [18]