WINE CONSUMPTION AND CUSTOMER VALUE : AN INVESTIGATION OF THE INFLUENCE OF THE SITUATIONAL AND CULTURAL CONTEXTS

Abstract

This empirical study extends existing customer value research by examining the influence of the situational and cultural context upon the customer value hierarchy. Using wine as the focal product, laddering interviews were conducted with 30 American consumers. The findings reveal that five aspects of the situational context – task definition, temporal, antecedent state, location, and social setting – influence the importance of customer value hierarchy dimensions and linkages. In addition, the findings reveal that these situational aspects interact with the cultural context to make specific norms and values salient and that these cultural norms and values, in turn, influence the dimensions and linkages of the customer value hierarchy. The findings are supplemented with supporting literature to develop tentative propositions. The study concludes with a discussion of future research issues.