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Rosemarie Neuninger

rosemariePhD Research Student

Title of research: The role of awards on consumer decision-making: a study of wine awards

Qualifications: Dipgrad, PGDipCApSc, MCApSc Otago
Apprenticeship in Retail Trade (German Chamber of Industry and Commerce)

PhD start date: Feb 2011

Supervisors: Associate Professor Robert Aitken, Dr Tara Duncan and Dr Damien Mather


Rosemarie's research and publications

Research aim

The main aim of my PhD is to understand the influence of wine awards on consumers’ attitudes and purchase behaviours. Awards may have a more important role for wine than for other products, as consumers rely primarily on extrinsic cues (e.g., price, vineyard, region, variety, bottle, label, etc.) when purchasing wine. My research will take a strong multidisciplinary focus, combining expertise in marketing, consumer food science, and sensory science. I will combine qualitative and quantitative approaches by following a two-step methodology. Firstly, a focus group study will explore how awards are perceived among different consumers. I am interested in New Zealand Pinot Noir drinkers, as Pinot Noir is among the most recently introduced grape varieties to the country and is relatively unexplored. Then, with a better understanding of the context, I will measure quantitatively how awards influence consumers’ sensory perceptions of wine.

Research outputs

Neuninger, R.; Robertson, K; Aitken, R. (2013). The role of awards on consumer decision-making: a study of wine awards. AMS World Marketing Congress Doctoral Consortium. Melbourne, Australia.

Neuninger, R.; Robertson, K; Aitken, R. (2012). The influence of product involvement on consumers’ attitudes to, and use of, wine awards, School of Business PhD Colloquium, Dunedin, New Zealand

Neuninger, R.; Robertson, K; Aitken, R. (2012). The influence of wine awards on consumer’s attitudes and purchase behaviour. ANZMAC, Adelaide, Australia. (awarded Best Poster).

Neuninger, R. (2011) How extrinsic and intrinsic dimensions influence consumer perception of wine quality. New Zealand Institute of Food Science (NZIFST), Rotorua, New Zealand

Neuninger, R. (2012) Science Notes, Otago Access Radio, Dunedin, New Zealand