27 March 2007 Sharon's research will help fill wine knowledge gap

The demand for university-qualified personnel in New Zealand's wine industry continues to be strong and winemakers and viticulturists are enjoying good career prospects.

It is a big industry and there are all sorts of jobs and opportunities within it, says Lincoln University School Liaison Officer Jaime Bowman.

For Lincoln University doctoral student Sharon Forbes it is the marketing side of the industry that is currently absorbing her attention.

Sharon, who was Lincoln University's Senior Scholar (top student) in her 2005 graduating class for the Bachelor of Viticulture and Oenology degree, says that while the New Zealand wine industry has gone from standing start to international prominence in virtually one generation and New Zealand-qualified winemakers and viticulturists are working confidently around the world, the "people side" of the industry hasn't kept pace with this spectacular growth.

"By people side I mean the consumer side."

Equipped with two degrees, a BV&O and a Bachelor of Commerce with First Class Honours in Marketing, plus a prestigious Top Achiever Scholarship for her PhD, Sharon is researching the purchasing behaviour of wine consumers in relation to the wine's country of origin and its intended usage situation.

"Until now there has been little research on the marketing side of the wine industry and consumer behaviour," she says.

"Questions about the attributes of particular wines that lead to a purchase need to be asked. What are the drivers – quality or cost? And is there a match between country of origin and usage situations? While there's some research on the attraction of country of origin, there's less on usage situations and none on putting the two together.

"I am keen to look at whether consumers buy for a particular purpose, or buy on impulse. If they haven't planned to buy a bottle of wine but come home from the supermarket with one, what has led to that purchase? Have they bought it on impulse or because it's a special price?"

Sharon's research will have particular relevance to New Zealand because while Kiwis are drinking increased volumes of wine per capita they tend to be drinking more and more imported wine with consumption of the home product decreasing.

"That's an interesting phenomenon," says Sharon, "because typically consumers tend to show a consumption bias towards their own country's products.

"With such a wide range of wine-producing countries and evidence of a global glut of premium wines, it is important to understand consumer behaviour so that countries like New Zealand with small outputs by world standards, but aimed at the quality end of the market, can maximise their sales."

Sharon came to the world of wine after a 17-year career in the IT industry, including over nine years in the United Kingdom.

"I decided I was ready for a change in life and I wanted to push myself in new directions. I was always interested in New Zealand wines as a consumer, so I turned to grapes and wine which I see as one of New Zealand's exciting, new growth industries.

"Going to university as a mature student after years in the work force was actually quite scary. But once at Lincoln I felt completely at home. Everyone is so friendly and helpful. I would certainly recommend it. A university qualification can change your life."

• Enrolment for Lincoln University's mid-year intake of students is open now. Lectures start 2 July. For course details see www.lincoln.ac.nz

Ian Collins, Communications Group, Lincoln University, Canterbury, New Zealand