LE NGUYEN HA ANH - Dissertation PDF

CONSUMERS DECISIONS ON WINE GIFT-PURCHASE
LE NGUYEN HA ANH
A DISSERTATION SUBMITTED IN PARTIAL FULFILMENT OF

THE REQUIREMENTS FOR THE BA (HONS) IN
INTERNATIONAL HOTEL AND TOURISM MANAGEMENT
SCHOOL OF HOSPITALITY, TOURISM AND CULINARY ARTS

UOW MALAYSIA KDU PENANG UNIVERSITY COLLEGE
IMI
INTERNATIONAL MANAGEMENT INSTITUTE
SWITZERLAND
MAY 2022
CERTIFICATION OF DISSERTATION
The Dissertation Committee for the School of Hospitality, Tourism and Culinary Arts,
UOW Malaysia KDU Penang University College certifies that this manuscript is the
approved version of the dissertation with the following title:
Committee:
_________________
Dr. Cheah Swee Ting
Dissertation Supervisor
_________________
Dr. Cheah Swee Ting
Dissertation Coordinator
_________________
Ms. Cindy Loh Wei Ching
Head of Department
School of Hospitality, Tourism and Culinary Arts
i
DECLARATION
I, Le Nguyen Ha Anh declare that the contents in this dissertation are the end results
of my original work. All sources and materials used in this study are duly
acknowledged.
The similarity index of this report is 6% and is deemed acceptable under the rules set
forth by the dissertation committee.
The word count of the whole dissertation is 9093. This is within the acceptable word
limits and as much it was granted and approved by the supervisor as signed below:
Signed:
____________
Le Nguyen Ha Anh
0203512
Date: 12.4.2022
Approved by:
____________
Dr. Cheah Swee Ting

Dissertation Supervisor
Date: 13 April 2022
ii
ACKNOWLEDGEMENT
I would like to show my gratitude and appreciation to everyone who support

me to complete my study. It is my pleasure to be under Dr. Cheah’s supervision. My
sincere thanks for her assistance in helping me achieve my academic goal.
There are no better words than ‘thank you’ to my family’s support during the
time I studied for my research. I am so thankful that my college life in Malaysia
inspired me to study about Wine Industry.
iii
ABSTRACT
In Malaysia, the wine market has the potential to grow in the future. This study aims
to understand determinants of wine purchase among Malaysian while they buy wine
for gifting. The survey was conducted online to 100 Malaysian respondents. A
descriptive and multiple regression analysis was utilized to determine the decision of
purchasers when buying a wine for gifting. This research pointed out the reason of
why the Malaysians care about price, quality, and packaging of wine during the
process of decision-making. The result of this research would be used to support
marketers, retailers to reach their target market, as well as understand customer’s
decision when they purchase wine for gifting, which can support the development of
the wine market in Malaysia.
Keywords: wine, gift-giving, price, quality, packaging
iv
TABLES OF CONTENT
CERTIFICATION OF DISSERTATION i
DECLARATION ii
ACKNOWLEDGEMENT iii
ABSTRACT iv
TABLE OF CONTENT v
LIST OF TABLES vii
LIST OF FIGURES viii
LIST OF APPENDICES ix
CHAPTER 1 INTRODUCTION
1.1 Background of Study 1
1.2 Problem Statement 1
1.3 Research Objective 4
1.4 Research Question 4
1.5 Research Frameworks 4
1.6 Hypotheses 5
1.7 Significance of Study 5
1.8 Scope of Research 6
CHAPTER 2 LITERATURE REVIEW

2.1 Malaysian Consumers’ Gift-giving Behavior 7
2.2 Wine as A Gift. 8
2.3. Price of Wine 9
2.4 Quality of Wine 11
2.5 Packaging of Wine 12
CHAPTER 3 METHODOLOGY
3.1 Research Design and Research Method 14
3.2 Sample, Sample Size, and Sampling Technique 14
3.3 Research Instruments 15
3.4 Data Gathering Method 18
3.5 Data Analysis Method 18
CHAPTER 4 RESULTS AND DISCUSSIONS OF FINDINGS

4.1 Pre-test study 19
4.2 Demographic Profile 21
v
4.3 Normality Test and Descriptive Analysis 23
4.4 Multiple Linear Regression 26
4.5 Hypothesis Testing 28
4.6 Discussions of Findings 29
CHAPTER 5 CONNCLUSIONS AND RECOMMENDATIONS
5.1 Conclusion 33
5.2 Limitations and Recommendation for Future Studies 34
REFERENCES 36
APPENDICES 44
vi
LIST OF TABLES
3.1 Review Summary 16

4.1 Cronbach’s Alpha Value for Decision to Buy A Wine as A Gift 20
4.2 Cronbach’s Alpha Value for Price 20
4.3 Cronbach’s Alpha Value for Quality 20
4.4 Cronbach’s Alpha Value for Packaging 21
4.5 Summary of Respondents’ Demographic Profile 21
4.6 Normality Test and Descriptive Test Results 24
4.7 Multiple Linear Regression Model for Price, Quality, and 27
Packaging
4.8 Result of Hypotheses Testing 29
vii
LIST OF FIRGUES
1.1 Research Framework 5
viii
LIST OF APPENDICES
Appendix A: Research Questionnaires 44
ix
CHAPTER 1
INTRODUCTION
1.1 Background of Study
Wine is known as the oldest man-made beverages, it is consumed in more than

70 countries, and it is produced in all the areas which have good climatic condition to
grow grape (Camillo, 2011). Recently, drinking wine gradually becomes one of the
essential things in the culture of both the Western and the Orient. In Malaysia, Muslim
people are forbidden to drink alcoholic beverages according to Islamic law (Chan et
al., 2012), so the alcoholic drinks market in Malaysia is mainly aimed at the non-
Muslim community, which includes Chinese, Indians, and other non-Muslims (Mun,
2011). Nonetheless, since 2000, the number of wine consumption in Malaysia has
increased due to the upward trend in importing and distributing various kinds of wine.
Most Malaysians would get their wine either in wine shop, duty-free shops or
restaurants, and so on (European Union, 2020). This research aims to understand the
perspectives that influence purchasers’ decisions when buying a bottle of wine for a
gift purpose rather than their personal consumption. The results of this research will
help winemakers and retailers have better strategies for distributing wine to customers.
1.2 Problem Statement
According to Tan (2011), Malaysia had been listed in the top 10th countries
that had the largest consumers of alcoholic beverages. It was equivalent that
Malaysians spending more than 500 million dollars on consuming alcohol, with 7
liters per capita alcohol consumption. In the report of Code Blue (2020), almost 50
percent of Malaysians who consume alcohol drink is much higher than other
countries, such as Indonesia, United Kingdom. The World Health Organization (2016)
1
stated that the main population of Malaysian alcohol drinkers is around 22 years old,
and there are many teenagers in Malaysia (youngsters from 18 years old) who have
started to drink alcoholic beverages at an earlier age. During the Covid-19 pandemic,
the wine market, as well as other alcoholic drinks, have witnessed a decrease in the
number of sales because of restrictions and temporary closure of foodservice venues
(Euromonitor International, 2021). In Malaysia, due to not having a solid wine-
drinking culture, the wine market is competitive with other alcoholic beverages like
high spirits and beer. Most wine drinkers consume wine occasionally (Mun, 2011). At
the same time, according to the Department of Statistics Malaysia (2018), the Chinese
take the lion’s share in the wine market, which has over a third of the total population.
In fact, drinking wine on different occasions and in discrepancy places can express joy
and sorrow; hence, alcoholic beverages are used to celebrate special occasions. For
Malaysians, the wine will be a better choice for family reunions, gatherings, the new
year, or crucial occasions when either happiness or excitement appears (Mun, 2011).
On the other hand, people tend to vary their preference to wine rather than beer or
liquor for wine affordable price and positive influences (Higgins & Llanos, 2015).
Once again, the appearance of a bottle of wine is always undeniable (Wolf & Thomas,
2007).
In the research of Higgins and Llanos (2015), there are various factors in wine
purchase decisions, such as previous experience, personal recommendations, etc.
Consumers are also being influenced by packaging, nutrition, price, and
characteristics. People purchase wine not only for their personal purpose but also for
gift-purchasing. Wine is believed as a universally appreciated gift, and it is suitable for
almost all occasions (Rachel, 2019). Nevertheless, wine has a particular etiquette, and
each consumer will have their own preferences and decisions when choosing a bottle
of wine for gifting. The main objective of this research is to examine the determinants
of wine purchase among Malaysian when they buy wine for gifting.
The Edge Markets (2014) reported that Malaysians are sensitive shoppers, they
would like to know all the prices of items before purchasing. It means before
purchasing any items for their gifting, the price will be considered (The Edge Markets,
2
2014). According to the Rakuten Survey (2015), Malaysians are willing to spend an
average of RM 200 to buy gifts on Valentine’s Day. It also showed that the most
significant factor influencing Malaysians when buying a gift is the price (Malay Mail,
2016). In Malaysia, the wine industry, local wine consumers are price conscious
(GAIN Report, 2014). It is demonstrated that budget-conscious consumers look for
promotional or reasonable prices, while affluent or wine experts tend to purchase wine
from speciality or fine dining restaurants.
These days, when giving gifts to others, givers try to optimize the moment
receivers open the gifts and the value of the gift that receivers will derive for a long
period (Wen, 2019). In other words, the recipient can enjoy the gift often over time.
In Malaysia, based on different occasions, the quality of gifts is matters to both the
giver and receiver (Philips, 2019). The drinking culture in Malaysia is increasing, it
means consumers in this country has more knowledgeable about wine, therefore, the
young and well-educated part of alcohol–drinking society require higher quality of
wine to enjoy moments of life (European Union, 2020). The quality of wine when
giving as a gift is conscious to Malaysians because they find wines to open a new
experience and make an impression on the receiver (European Union, 2020). Besides,
Malaysian consumers focus on having a better experiment with different varieties,
flavours, and especially quality (European Union, 2020). Hence, the wine quality is
attributable to the quality of a gift, which can convince the givers. The study proposes
to understand the wine quality attributions affect purchasing decisions of consumers
on gift-giving occasions.
Packaging of gifts matters because well-packaging can help the recipient feel
the value of the gift (Mbabazi, 2021). Packaging is considered as a criterion to decide
whether the wine is of good quality. In Malaysia, people try to look for classy and
luxurious designs which can be displayed at social gatherings or occasions; therefore,
the givers will feel confident when facing their friends and family (European Union,
2020). According to the reported information from European Union (2020), recently,
Malaysian consumers are improving their knowledge and appreciation of alcoholic
drinks, it’s time for manufacturers to refine their packaging products and enhance
3
product attractiveness, which can help them to earn profit from the market. Therefore,
the appearance of wine is a point considered when deciding on gifting. The study
investigates the influence level of wine appearance in buying wine as gift-giving.
1.3 Research Objective
The findings of this research are to examine the determinants of wine purchase as a
gift among Malaysians.
Specific Objective:
1. To identify the relationship between price of wine and purchase decisions of
purchasers.
2. To examine the relationship between quality of wine and purchase decisions of
purchasers.
3. To investigate the relationship between packaging of wine and purchase decisions
of purchasers.
1.4 Research Question
This study purpose is to examine the determinants of wine purchase

preferences among Malaysians under the gift-giving occasion, therefore, the following
are the research questions to be solved:
1. Is there any relationship between price of wine and purchase decisions of

purchasers?
2. Is there any relationship between quality of wine and purchase decisions of
purchasers?
3. Is there any relationship between packaging of wine and purchase decisions of
purchasers?
1.5 Research Frameworks
4
This framework was created based on the framework of Méndez et al. (2015).
An extended framework had been developed, which investigate the relationship of
price, quality, packaging, and wine preferences in gift-giving occasion. The Figure 1.1
demonstrates the proposed framework adapted on the wine preference.
Figure 1.1
Research Framework
Price
Quality Wine
Preferences
Packaging
1.6 Hypotheses
Based on the research question, three main hypotheses are proposed as below:
H1: There is a relationship between price of wine and purchase decisions of

purchasers.
H2: There is a relationship between quality of wine and purchase decisions of
purchasers.
H3: There is a relationship between packaging of wine and purchase decisions of
purchasers.
1.7 Significance of Study
5
By conducting this research, it supported the marketers to identify and
understand the demand and the trend of the market. It provided a focused view on the
preference of consumers; hence, the statistics and results in this research were
available to help marketers and experts adapt to the common trends of the market. The
marketers were able to adopt the proper marketing communications, which could help
to alleviate products to consumers, to attract a wider consuming market.
The findings of this study were helpful for winemakers to modify their way of
making a bottle of wine, which could satisfy consumers’ demand, and vary their
marketing strategies to meet the purchasers’ needs. By having knowledge in the
preference of consumers, and more information related to Malaysian culture when
buying a wine as a gift, the winemakers from other regions and the distributions can
satisfy the customer’s needs and increase their sales and revenues. Retailers can refer
from this research to change their gift packaging to adapt the needs of more
consumers to enhance their business in a positive way.
This study was also useful and support future researchers. This study would be
a foundation for them to follow their future research, which would also be related to
the wine business in Malaysia. This study helped future research gain more
information and better understand of Malaysian wine culture values in giving wine as
a gift.
1.8 Scope of Research
This research focused on Malaysian consumers above 21 years old. The

location of the research was in Malaysia. Sample size required for completing this
study was 100 respondents. The research would contain four variables: price, quality,
and packaging, and purchasers’ decisions. The questionnaire survey was conducted
online from 14th February 2022 to 7th March 2022.
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CHAPTER 2
LITERATURE REVIEW
2.1 Malaysian Consumers’ Gift-giving Behavior
Gift-giving is naturally a way of investment that humans use to contribute and

invest in a better relationship. It is considered as a catalyst to celebrate life,
relationship, friendship, love, and other people also. Many secret things are shown in a
gift as well as the personality of an individual (Davies et al., 2010). Therefore, people
take their time, love, and thought to choose a present, and they believe that giving a
gift is a great chance to reveal who they really are. Due to the different meanings,
each gift is associated with such special events, for instance, Mother’s Day, reunion,
engagement day, birthday, wedding, etc. Furthermore, gifting is an art of
communication with implicit and explicit meanings, like love, regret, respect,
congratulation, etc. (Isaac, 2014). Gifts may symbolize not only a relationship but also
the identities of the giver or the receiver. Gifts are considered as the transmitted
pictures people have in their minds.
Following a social perspective, gift-giving is a way to connect, maintain, and

improve the social relationship between giver and receiver (Ganesh Pillai &
Krishnakumar, 2019). In addition, the giver's happiness is also increased by
purchasing more money on gifts, and the act of giving also can lead to an increase the
positive emotions in both the giver and receiver (Dunn et al., 2008). According to
Clarke and Belk (1979), it is demonstrated that with the same product, people take
more time to select and choose as a present than purchasing for personal use.
Malaysia is a multi-ethnic and multi-cultural country, including Malay,

Chinese, Indian, and others. Due to this cultural diversity, Malaysians encounter
various special occasions, every year, including holidays, rites of passage, etc.
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Therefore, it is undeniable that gift-giving, which can support Malaysians to show on
certain things, has become one of the common activities among the Malaysian
(Chuean et al., 2018). For instance, during the Hari Raya Puasa celebration, Malays
will participate in gift-giving rather than Chinese. There are some common presents
such as sweets, cookies, or kuih. Other than that; they might be chocolate, high tea,
sparkling juice (Crown Relocations, 2020). On the other hand, Chinese people in
Malaysia will participate in gift-giving during Chinese New Year and other Western
culture occasions like Christmas, Mother’s Day, Father’s Day, etc. It is demonstrated
by research done by Othman et al. (2005) they claimed that the Chinese is more
generous in accepting Western Culture. For Malaysian Chinese, Chinese New Year is
one of the most crucial times of the year, when they have time to express their respect
and gratefulness; hence, they focus on their gift well (Pang, 2021). Generally, they
will choose some sort of gift like tea, fruits, alcoholic beverages, etc. to their receivers.
Similarly, Malaysian Indians also celebrate during their special occasion, such as
Deepavali and Thaipusam, and participate in gift-giving during the special occasions
(Othman et al., 2005).
2.2 Wine as A Gift.
For the most part, we have known that humans give and receive gifts as a part
of life (Wen, 2019). It is suggested that gift-giving is a foundation for human survival
(Cialdini, 1993). Anything can become gifts, like gold, silver, food, jewelry, etc.
Therefore, wine is also a frequent gift to friends, colleagues, business, celebrating and
to paying a compliment to occasions.
Different literatures and research focus on wine choice behaviors, preferences,

decisions, habitats regarding personal consumptions. For example, the research of
Lockshin et al. (2006) had investigated consumer sensitivity when choosing a wine,
followed by criteria: brand, region, price, etc. Additionally, they also examined the
wine consumption based on occasion; it could be a closed dinner with the family
(Jarvis et al., 2010), or a party with friends in a restaurant or at home, or a special
8
occasion like a wedding, Christmas, etc. Nevertheless, the research related to giving
wine as a gift has not received more attention (Boncinelli et al., 2019).
It is examined that while dining at someone’s house, guests usually bring along
a wine as a gift for the host (Bruwer et al., 2011), which represents the appreciation
and esteem held by the guests to their hosts. Furthermore, many findings show that
wine is found in both the low involvement category of easy to obtain in gift-lists
(similar as books, chocolate, and flowers) and the high involvement category (such as
luxury clothing, perfumes) (Hatak & Stöckl, 2008). Shanka and Handley (2011) stated
that sending wine as a gift can strengthen the relationship between the giver and
receiver. Hence, wine is always highly appreciated and suitable for different
occasions.
In the Malaysian market, wine has become a great and preferred option for
celebrations because of being a healthier beverage and an impressive beverage
(Briceag, 2021). Additionally, Malaysians has a trend of drinking wine at home to
wind down after a long hard-working week; hence, it is obvious that Malaysians are
curious to understand more about the wine market, which can help to promote the
wine market. Recently, wine has been a popular choice for enjoying and being offered
as a good choice for gifting in Malaysia (Lavowine, 2021). The best time to offer
someone a wine gift in Malaysia is attributable to the major celebration, for example,
a major anniversary, a celebratory day, a unique event, retirement day, or simply just a
party day. In Malaysia, they can choose between a single bottle of wine, or make an
impression by investing in a hamper or wine gift sets, which can show the receivers’
attitude and specialties (Lavowine, 2021).
2.3. Price of Wine
Traditionally, the price makes up around 40% of the decision-making process

of consumers, therefore, most purchasers depend on the price of products to
understand the perspectives’ products (Fountain & Lamb, 2011). Generally, price
always holds a vital position in gift-giving. It is examined that under the circumstance
9
of buying a gift similar to a regular purchase, it may have negative impacts on the
choice utility. By contrast, givers also choose high-priced presents to improve and
demonstrate the value of their relationships. In this situation, the price of a gift may
have positive influences on choice utility because it demonstrates how the giver cares
about their receivers (Wang & Lans, 2018).
When deciding to buy wine as a gift, price is a vital component. Although the
taste of wine is always unique, the price range is considered important, especially
wine as a gift for special occasions. Some research has stated that consumers have a
tendency to buy expensive wine as a gift rather than buying it for personal utilization
(Verdonk et al., 2017). The price of wine is determined by various attributes,
including geographical factors, viticulture factors, internal factors, external factors,
supply for wine, production costs, etc. (François & Fur, 2017). Knowing these factors,
consumers will have to consider the price of wine before they decide to buy it as a
gift.
In Malaysia, 45% of the Malaysian participants of the qualitative research on

Mirosa and Tang (2016) were concerned about the importance of the price of wine.
They want to buy wine wisely. One of the factors that can attract amateur drinks is the
reasonable price of wine. With an affordable price, Malaysians have chances to drink
and explore beyond beer and cider. The journal of the European Union (2020) has
stated that wine with a low to medium price range tends to attract budget-conscious
consumers and find promotional pricing. At the same time, they also attract people
who just want to try new tastes or buy one for gifting or special occasions. Wine
experts will purchase wine from speciality shops, the young millennials or beginners
are willing to try European wines, and they are encouraged by affordable prices
(European Union, 2020).
Therefore, the following hypothesis is proposed on the basis of these findings:
H1: There is a relationship between price of wine and decisions of consumers when
buying it as a gift.
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2.4 Quality of Wine
Compared to other food products, wine is considered as one of the most

characterized products (Schäufele, 2017). Likewise, Reynolds (2010) has stressed that
the quality of wine is assessed by the winery during the wine-making process,
especially when the winery allocates wines to styles followed by purchaser
requirements. In terms of sensory attributes, the wine quality is measured by
winemaker experts, wine tasting panelists, or experienced winemakers so that the wine
will have a standard quality in appearance, color, smell, taste, etc. (Reynolds, 2010).
When taking into account wine quality, it is proved that wine quality is associated
with the region of production, vintages, and producers (Carsana & Jolibert, 2017).
Hence, based on the quality and functional associations, consumers can choose wine
as a gift for ritualistic purposes or personal consumption (Silva et al., 2016). In Guse
Janse van Vuuren (2018) research, it is demonstrated that there are interdependent
components between purchase situations. Dangelico and Vocalelli (2017) also agreed
that price and quality of products are related closely; therefore, consumers expect a
connection between price and quality, especially in wine, the price will correlate with
the quality of the product.
Under gift-giving situations, when purchasers intend to buy the wine as a gift
for occasions, the buyers concentrate on the brand of wine, original production, type
of grapes used to make that wine, vintages, certifications, or even positive health
influences (Boncinelli et at., 2019). While Sapiro (1970) concerned that the quality of
any products is the most component when choosing something for themselves, Belk
(1982) demonstrated that in case of having high-involvement situations, buyers should
focus on more expensive gifts and higher quality. For instance, many purchasers link
high-quality products with brand-name products, which can affect buyers’ decisions
(Aaker, 1991). In some situations, consumers might choose the sustainable wine
which contains fewer chemicals because these wines are believed to have better taste,
better quality, and can protect the environment (Stanco et al., 2020). Research
focusing on Korean and American gift-giving behavior by Park (1998) showed that
While Korean preferred buying branded gifts, which were the symbol of quality and
11
were acceptable in other views, people in America were likely to concentrate on
quality and the practical function of the gift.
Among Malaysians, they tend to find a suitable wine that can pair well with
food as well as open to a new experience to consumers (AsiaEuro, 2021). Hence, wine
quality is a criterion to decide a wine. Mirosa & Tang (2016) demonstrated that the
quality of has positive benefits to consumers’ health. In addition, high-quality wines
are promoted during special events in Malaysia. They also stressed in their qualitative
research that consumers look for high ‘sensory aspects’, which create a high-quality
wine to purchase, especially during celebrations, special occasions, or giving them to
special guests. Malaysian concentrates on the information noted on the marks or other
awards of the wine, which can help them decide the quality of wine too (Stanco et al.,
2020).
The hypothesis is:
H2: There is a relationship between quality of wine and decisions of consumers when
buying it as a gift.
2.5 Packaging of Wine
The finding of Barber et al. (2007) stated that a part of the wine-buying
decision is affected by packaging elements of a bottle of wine. Many purchasers desire
to believe in their own impression of wine by seeking an impressive label instead of
referring to guidance from retailers or other people (Barber et al., 2008). Similarly,
Jennings and Wood (1994), the wine package’s design impacts directly on the
appearance of products, which consumers consider while choosing a wine. The quality
of the products is reflected by their appearance and packaging. Human sense can
judge the quality of any products, both external and internal quality of products;
hence, in wine, the packaging and labels are information that consumers can use to
judge the quality of wine before making the decision process (Renaud, 2007).
12
Wine packaging consists of a variety of attributes, such as historical and
traditional wine, bottle shape, color, design, logo, information provided, etc. or other
style details, including cork, screw, and so on (Barber et al., 2007). In gift-giving
scenarios, the packaging is the central point of connection between the ambition of the
consumer with the products. For example, to Japanese, packaging of products plays a
vital position in their culture, the packaging is considered as an obligatory part of the
product; therefore, consumers have joy when unpacking any products. They believe
that the gift-giving ritual is shown by packaging; hence, in some circumstances, the
packaging is more necessary than the value of the present (Lina et al., 2020). For
receivers, they feel to be more appreciated when receiving a nice packaged gift.
Additionally, Joutsela et al. (2016) also make a point that the characteristic of
packaging is to nominate attention and sell the products. In the area of buying wine as
a gift, the package of wine also helps to increase the value of the wine (Hatak &
Stöckl, 2008), which can help to appreciate both receiver and giver.
For Malaysian consumers, good wine packaging is crucial, and it creates an

emphasis to promote them make a choice. At the same time, a good display of the
selling point of wine will allow Malaysian consumers to understand more about the
wine (Mirosa & Tang, 2016). Glass bottle is a common material used in wine
packaging in Malaysia. Glass bottle has a highly aesthetic and multifunction.
Nevertheless, following the sustainable trend, some winemakers and distributers will
use the alternative bottle (cans, PET bottle…), and they can still retain the attractive
packaging for the wine (Stanco et al., 2020). If an impressive bottle of wine is
displayed in gatherings or sent as a gift, it allows the givers to have a face among their
family and friends or colleagues.
As a result, the hypothesis is stressed:
H3: There is a relationship between packaging of wine and decisions of consumers

when buying it as a gift.
13
CHAPTER 3
METHODOLOGY
3.1 Research Design and Research Method
Deductive research was used to test whether the theory was valid in the given
circumstances. In this research, deductive approaches would help the researchers to
find out the relationship between three independent variables with dependents
variables; at the same time, it helped to guide the researcher gather data and
confirmation of the question research.
Research design is a tool to help carry out a research study (Babbie, 2021).
Similar to earlier studies on consumers preference according to the purchase occasion
(Boncinelli et at., 2019), this research used explanatory-based quantitative data to
approach the quantifying data and numerical data. In order to test these hypotheses
and findings, this study concentrated on three determinants influencing the process of
decision in terms of purchasing wine as a gift. The online survey distribution method
would allow the collection of information; therefore, this research could approach a
huge sample of Malaysian consumers, which helped to evaluate the relationships of
three independent variables.
3.2 Sample, Sample Size, and Sampling Technique
The research focused on Malaysians who are above 21 years old. According to
Food Regulation 1985, under regulation 361, it is stated that only persons above the
age of 21 can purchase and consume alcohol products; hence, people in the age group
of 21 was chosen for this research. The target of this research was to understand the
determinants of Malaysian wine purchase as a gift among Malaysians.
14
When conducting the research, the quality sampling would be decided by the
number and selection of subjects. Large sample size would be a suitable representative
of the population, and it also helped to limit the influence of outliers (Boncinelli et at.,
2019). Therefore, for this study, it was conducted to 100 respondents, which was
sufficient to provide a reasonable result among variables (Mesa et al., 2014).
Non-probability sampling was a technique where samples were chosen based

on the subjective researcher rather than random selection, and this sampling method
could save time for researchers (Ayhan, 2011). Convenience sampling was a method
where the researcher could collect the data from an available pool of respondents, and
the respondents were approachable to participate in responding the study (Etikan,
2016). Based on the target population and sampling size, convenience non-probability
technique was assimilated to conduct surveys. This technique is convenient, high
speed, available, and cost-effective. Samples were easily recruited among the entire
population (Stratton, 2021). Additionally, in order to reach a huge number of
respondents faster, snowball sampling recruitment was utilized too, by using
interpersonal relations and connections among people.
3.3 Research Instruments
The questionnaires survey for this research were conducted online, formed by
Google Form, and they were handed out to participants through social media. The
questionnaire forms had five parts, including demographic information, decision to
buy wine as a gift, price of wine, quality of wine, and packaging of wine. For the
demographic information, respondents were asked four questions related to their
gender, age, race, experience in buying wine as a gift. For the 4 remaining parts, each
included five questions, which were listed in the Table 3.1 review summary table.
Participants answered the questionnaires using a five-point Likert scale (1 = strongly
disagree; 5 = strongly agree) because the researcher aimed to understand decisions to
purchase a bottle of wine for their gift-giving purposes according to three factors,
regardless of price, quality, packaging. Additionally, the questionnaire forms were
15
written in English in order to reach as much as Malaysians in different races, including
Chinese, Malays, Indians and others.
Table 3.1
Review Summary
Variables Items References
Decision When participating in special occasions (wedding,

Bruwer et al.
to buy a anniversary, birthday party, etc), I always choose to
(2007)
wine as a buy a wine as a gift rather than choosing other gifts.
gift
I buy wine when I have meals in restaurant with Silva et al.
friends/business or family. (2016)
I will buy wine as a gift to socialize with others.

Mun (2011)
I buy wine as a gift because I believe it can strengthen Shanka &

the relationship I share with the receiver. Handley
(2011)
I prefer buying wine as a gift. Bruwer et al.

(2013)
Price I always buy a higher price product for gifting. Verdonk et al.
(2017)
I always purchase wine in supermarket or hypermarket

Hatak, I., &
for a better price to give as a gift.
Stöckl, A.
(2008)
Depending on the importance of occasion, I will

Bruwer et al.
decide to buy a higher price or a lower price for a
16
wine. (2013)
I would pay any price for a wine-gifting

Barber et al.
In any case (personal consumption or gift-giving), I (2009)
would buy a bottle of wine at a higher price.
Quality Brand name decides the quality of wine. Carsana &

Jolibert (2017)
I always focus on certification marks or awards shown Stanco et al.

on labels to know the quality of wine. (2020)
I believe international brand wine (French or Italian) Verdonk et al.

has better quality to give as a gift. (2017)
I believe sustainable wine contains less or non- Stanco et al.

chemicals, which has better quality. (2020)
I am concerned about the amount of alcohol in a wine.

Guse (2018)
Packaging The shape of bottle of wine will persuade me to buy Barber (2006)
wine as a gift.
Packaging containing labelling with necessary

Hatak, I., &
information will be important for gifting.
Stöckl, A.
I always choose a bottle of wine with high quality (2008)
packaging and the material used.
I am willing to purchase wine in alternative packaging Stanco et al.

to glass bottle (for example: bag-in-box, PET bottle) (2020)
for gifting.
I will consider traditional labeling when purchasing a

Renaud, L.
17
wine for gifting. (2007)
3.4 Data Gathering Method
The data for this study were collected in Malaysia by means of an online
questionnaire survey. There would have a cover attached with the questionnaires; it
explained to the respondents the purpose of this study and indicated the appreciation
of the researcher. All the respondents were informed that their participations were
voluntary. The researcher was responsible for keeping anonymous and confidential all
the provided information. The researchers would try to approach respondents through
social media platforms like Facebook, Instagram, in some group gathering wine-lovers
or groups that consumers can share their experience about wine. In order to ensure the
questionnaire survey is clearly articulated and the response options are relevant,
comprehensive, and mutual exclusive, a pre-test would be conducted to 30
respondents (SAGE Publishing, 2016).
3.5 Data Analysis Method
All the data collected was analyzed through the SPSS system. A descriptive
analysis was used to describe frequency and proportion of demographics in the
research. The descriptive would provide the result of statistical data and identify the
similarities among variables. Multiple regression analysis was employed to determine
whether the dependent variable depends on the other independent variable. In this
research, multiple regression helped to figure out the relationship between price,
quality, packaging, and decision of purchasers when buying a wine for gifting.
18
CHAPTER 4
RESULTS AND DISSCUSSIONS OF FINDINGS
4.1 Pre-test study
Pre-test is a critical step in survey development process because it can figure

out the problem arears, and support to decide whether the respondents respond the
questionnaires accordingly (SAGE Publishing, 2016). A pre-test study is a tool to
provide valuable insights for researcher to understand the response rate of
respondents, potential problems, and deficiencies in the research instruments prior to
conducting full study (Enago, 2021).
In this research, a pre-test study was caried out from 14th December 2021 to 4th
January 2022 by Google Form. The questionnaire was distributed to respondents via
Facebook, Whatsapp, and Instagram. According to Hill (1998), 30 participants for
pilots in survey research is sufficient for obtaining the accurate data, hence, for this
research, researchers decided to distribute to 30 Malaysians above 21-year-old
respondents to test the reliability of the questionnaires.
The respondents were informed and explain before doing the pre-test. After the
pre-test, all the information and question provided in the questionnaire survey were
understood clearly. All the results of pre-test were collected and analyzed before
conducting the actual survey. In this study, in order to measure the reliability of the
internal consistency, researcher used Cronbach’s alpha. The reliability of the
questionnaire was evaluated by the result of Cronbach’s Alpha with the acceptable
values vary from 0.70.
19
Table 4.1
Cronbach’s Alpha Value for Decision to Buy A Wine as A Gift
Cronbach’s Alpha Cronbach’s Alpha Based N of Items

on Standardized Items
.727 .739 5
Table 4.1 indicates that Cronbach’s Alpha value for variable Decision to buy a
wine as a gift is 0.727, which means the level of internal consistency is acceptable.
Therefore, all 5 items in this variable would be utilized in the actual study.
Table 4.2
Cronbach’s Alpha Value for Price

.758 .781 5
The value of Cronbach’s Alpha indicated in Table 4.2 is 0.758, which is the
acceptable value for the level of internal consistency, hence, all items under Price
variable were remained.
Table 4.3
Cronbach’s Alpha Value for Quality

.788 .805 5
20
According to the Table 4.3, the Cronbach’s Alpha value for Quality is 0.788,
which indicates that internal consistency level is acceptable. Therefore, 5 items under
Quality variables would be used in the actual survey.
Table 4.4
Cronbach’s Alpha Value for Packaging

.754 .754 5
Table 4.4 illustrates that Cronbach’s Alpha Value for Packaging is 0.754,
which is an acceptable value, hence, the items under Packaging were remained for
actual test.
4.2 Demographic Profile
In the actual data collection, the data was succeeded in gathering from 100
respondents. Table 4.5 is the demographic profile of respondents, including: gender,
age, race, experience to buy wine as a gift.
Table 4.5
Summary of Respondents’ Demographic Profile
Demographic
Frequency Percent Mode Class
Profile
Male 67 67.00
Gender Male
Female 33 33.00
21
21 years old to
46 46.00
30 years old
31 years old to 21 years old to

Age 36 36.00
40 years old 30 years old
More than 40
18 18.00
years old
Chinese 45 45.00
Malays 15 15.00
Race Chinese
Indian 28 28.00
Others 12 12.00
Yes, I have 72 72.00
Experience to
No, but I will
buy wine as a Yes, I have
buy wine as a
gift 28 28.00
gift in the
future
Table 4.5 illustrate the frequency of participants in actual test. It showed that in
term of gender, there were 67 percent of male respondents and 33 percent of female
respondents. The percentage of respondents in the age of 21 to 30, 31 to 40, and above
40 were 46 percent, 36 percent, and 18 percent, correspondingly. In term of race, 45
percent of total respondents were Chinese, followed by Indian with 28 percentage,
Malay respondents made up for 15 percent and other were 12 percent. In 100
respondents, there were 72 percentage of participants having the experience in buying
22
wine as a gift, while the number of people who had not buy wine as a gift but intended
to buy it in the future made up for 28 percent.
4.3 Normality Test and Descriptive Analysis
It is important to have a step of testing the normality of data set, which can
help to understand whether the concluded data is normal based on the normality test
(Gupta et al., 2019). According to Ghasemi and Zahediasl (2012), the acceptable
values of skewness and kurtosis are between -2.00 and 2.00. Table 4.6 indicates the
result of normality test and descriptive analysis. The skewness value in Table 4.6
ranged from -0.547 to 0.542, which stated that the skewness value is in valid range.
Additionally, the kurtosis value ranges from -1.931 to 0.724, which is within the range
of acceptable value.
Furthermore, Table 4.6 also illustrates mean value and standard deviation
value. Mean value shows the average value of items, while standard value illustrates
whether the data is near to or spread from the mean. According to Ghasemi and
Zahediasl (2012), while a greater standard deviation indicates the data value is widely
spread from mean value, and a smaller standard value shows the data is near to the
mean. Cronbach alpha is a tool to measure the internal consistency of the data, it also
illustrates the reliability of the data. The acceptance value for the reliability is from
0.70. If the alpha value is lower than 0.7, which means the items are not reliable. By
contrast, if the alpha value is higher than 0.7, which indicates the items are reliable.
In the Table 4.6, the value of mean and standard deviation for ‘Decision to buy
wine as a gift’ are 3.67 ± 0.418. Moving on ‘Price’, the mean value and the standard
deviation are 3.75 ± 0.402. In addition, the mean value and standard deviation for
‘Quality’ and ‘Packaging’ are 3.87 ± 0.446, 3.69 ± 0.402, in turn. The Cronbach’s
alpha for ‘Decision to buy wine as a gift’ (α = 0.720) is greater than 0,7, hence, the
items are reliable. The Cronbach’ alpha for ‘Price’, ‘Quality’, and ‘Packaging’ are α =
0.751, α = 0.798 and α = 0.706, respectively. All the 3 Cronbach’s alpha for 3
variables are over 0.7, which means items as reliable.
23
Table 4.6
Normality Test and Descriptive Test Results
Std.
Mean Skewness Kurtosis
Deviation
Decision to buy wine as a gift

3.67 0.418 -0.066 0.414
(α = 0.720)
When participating in special

occasions (wedding, anniversary,
birthday party, etc.), I always 3.29 0.498 0.430 -0.677
choose to buy a wine as a gift
rather than choosing other gifts.
I will buy wine when I have meal

in restaurant with 3.72 0.451 -0.995 -1.031
friends/business or family.
I will buy wine as a gift to

3.50 0.643 0.000 -0.199
socialize with others.
I buy wine as a gift because I

believe it can strengthen the
3.96 0.650 -0.412 -0.743
relationship I share with the
receiver.
I prefer buy wine as a gift. 3.89 0.709 -0.186 -0.185
Price (α = 0.751) 3.75 0.402 -0.029 -0.252
I always buy a higher price

3.46 0.610 -0.117 -0.343
product for gifting.
I always purchase wine in

supermarket or hypermarket for 3.88 0.517 -0.168 0.575
a better price to give as a gift.
24
Depending on the importance of
occasion, I will decide to buy a
3.47 0.558 -0.057 -0.785
higher price or a lower price for
a wine.
I would pay any price for a wine-

3.82 0.557 -0.048 -0.054
gifting.
In any case (personal

consumption or gift-giving), I
4.12 0.607 -0.061 -0.303
would buy a bottle of wine at a
higher price.
Quality (α = 0.798) 3.78 0.446 -0.111 0.545
Brand name decides the quality

3.40 0.666 0.167 -0.077
of wine.
I always focus on certification

marks or awards shown on labels 3.62 0.647 -0.547 0.250
to know the quality of wine.
I believe international brand

wine (French or Italian) has 3.83 0.569 -0.007 -0.108
better quality to give as a gift.
I believe sustainable wine

contains less or non-chemicals, 3.96 0.530 -0.045 0.656
which has better quality.
I am concerned about the amount

4.12 0.590 -0.031 -0.162
of alcohol in a wine.
Packaging (α = 0.706) 3.69 0.402 -0.342 -0.565
The shape of bottle of wine will

3.37 0.525 0.542 -0.637
persuade me to buy wine as a
25
gift.
Packaging containing labelling

with necessary information will 3.58 0.496 -0.329 -1.931
be important for gifting.
I always choose a bottle of wine

with high quality packaging and 3.64 0.594 -0.269 -0.080
the material used.
I am willing to purchase wine in

alternative packaging to glass
3.87 0.630 -0.389 0.724
bottle (for example: bag-in-box,
PET bottle) for gifting.
I will consider traditional

labelling when purchasing a 4.01 0.703 -0.192 -0.410
wine for gifting.
4.4 Multiple Linear Regression
Multiple Linear Regression analysis is a tool to examine the relationship

between a group of independent variables and a s single dependent variable (Aiken et
al., 2013). Table 4.7 demonstrates the result of regression model on the variables of
‘Price’, ‘Quality’, and ‘Packaging’ to ‘Decision to buy wine as a gift’. Table 4.7
includes model summary, analysis of variance (ANOVA) and coefficient.
In Table 4.7, the R value for model is 0.607, and the R square value is 0.368.
These values prove that 36.8 percentage of variance difference in the decision to buy
wine as a gift is explained buy Price, Quality, and Packaging. Additionally, in
ANOVA table, the F value is 18.647 while the significant value is 0.000. Hence, the
research model is under the reliable value.
26
Table 4.7
Multiple Linear Regression Model for Price, Quality, and Packaging
Model Summary
Model R R Square Adjusted R Std. Error of

Square the Estimate
1 0.607a 0.368 0.348 0.337
ANOVAa
Sum of df Mean Square F Sig.

Squares
1 Regression 6.377 3 2.216 18.647 0.000b
Residual 10.944 96 0.114
Total 17.322 99
Dependent Variable: Decision
Predictors: (Constant), Price, Quality, Packaging
Coefficients a
Model Unstandardized Standardized

Coefficients Coefficients
B Std. Error Beta t Sig.
1 (Constant) 0.392 0.457 0.858 0.393
Price 0.357 0.099 0.343 3.618 0.000
Quality 0.283 0.090 0.302 3.137 0.002
Packaging 0.539 0.090 0.519 6.004 0.000
27
a. Dependent Variable: Decision to buy wine as a gift
The beta value (β) under Coefficients in Table 4.7 is used to figure out the
influence of the independent variables on the dependent variable. The greater beta
value (β) indicates the stronger effect on dependent variable (Tranmer et al., 2020).
Based on the result of Table 4.7, the value of ‘Price’ is β = 0.357, t = 3.618, p = 0.000
< 0.05, p value is smaller than 0.05, so there is a positive relationship between ‘Price’
and ‘Decision to buy wine as a gift’. Hence. H1 is supported.
H1: There is a relationship between price of wine and consumers’ decisions

Moving on the value of ‘Quality’ under coefficient Table 4.7, β = 0.283, t =

3.137, p = 0.002 < 0.05, it indicates that due to the significant value of ‘Quality’ is
smaller than 0.05, therefore, there is a positive relationship between ‘Quality’ and
‘Decision to buy wine as a gift’. H2 is supported.
H2: There is a relationship between quality of wine and consumers’ decisions

Table 4.7 demonstrated that ‘Packaging’ (β = 0.539, t = 6.004, p = 0.000 <

0.05) is relevant in influencing the ‘Decision of buying wine as a gift’ because the
significant value is lesser than 0.05. Hence, H3 is supported.
H3: There is a relationship between packaging of wine and consumers’

decisions when buying it as a gift.
4.5 Hypothesis Testing
The significant value, which is indicated in Table 4.7, proves whether the
hypothesis is supported or not supported. Table 4.8 demonstrates the result of
hypothesis testing. Due to the significant value of ‘Price’ is smaller than 0.05, H1 is
supported, therefore, there is a relationship between price of wine and consumers’
decisions when buying it as a gift. In addition, H2 is also supported since the
significant value is lesser than 0.05, hence, there is a relationship between quality of
28
wine and consumers’ decisions when buying it as a gift. Furthermore, the result of
Table 4.8 describes that H3 is supported because the significant value is lesser than
0.05. Therefore, there is a relationship between packaging of wine and consumers’
decisions when buying it as a gift.
Table 4.8
Result of Hypotheses Testing
Hypotheses Results
H1 There is a relationship between price of wine and Supported

consumers’ decisions when buying it as a gift.
H2 There is a relationship between quality of wine and Supported

consumers’ decisions when buying it as a gift.
H3 There is a relationship between packaging of wine and Supported

consumers’ decision when buying it as a gift.
4.6 Discussions of Findings
Research Question 1: Is there any relationship between price of wine and

consumers’ decision when buying it as a gift?
Based on the findings, it proves that there was a relationship between price of
wine and consumers’ decisions when buying it as a gift. It also means that when
consumers consider choosing a bottle of wine for gifting, they concern about the price
of wine. Malaysians care about the price before deciding to buy wine may be due to
the characteristic of being sensitive with the price (The Edge Market, 2021). It is
possibly that most Malaysians are value sensitive that they could try to get the best
value for money during purchase decision process (Jaafar, 2012). In the market, it is
obvious that low price products, as well as wine, may become the target of consumers,
hence, low price wine might attract more consumers. Currently, due to the rising of
living cost in Malaysia, they need to pay more for their monthly bills, rental fees,
which have deducted the income of consumers, as well as influence on their
29
purchasing power (Dass, 2021). Hence, consumers will consider more about the price
and save more for their budget (Healy, 2009).
Besides, the result also supports the findings from qualitative research of
Mirosa and Tang (2016), who also found out that Malaysians depend on the price of
wine to determine their purchase. Raj (2020) stated that Malaysia is a country having
the second-highest alcohol excise duty in the world, it would lead to a serious
consideration of Malaysian consumers when choosing a wine. It also means when
consumers choose wine as a gift, they will concern whether the wine is appropriate to
the situations (Jaafar, 2012).
According to Verdock et al. (2017), the research emphasized on the

importance of price to customers. Customers have different views regarding the price,
some seeking affordable price with acceptable taste, some finding higher price with
better taste for gifting to express their appreciation. Besides, Kotler and Keller (2009)
explained that many consumers concern about price as an indicator of product’s
quality. Similarly, for Malaysians, they believe that high price gives high quality, and
by contrast, lower price gives worse quality (Jaafar, 2012). Hence, price is always
considered before any wine is bought by Malaysians.
Research Question 2: Is there any relationship between quality of wine and

consumers’ decisions when buying it as a gift?
According to the results, there is a relationship between quality of wine and

consumers’ decisions when buying it as a gift, which can be understood that
consumers are quality consciousness when buying wine as gifts. Malaysia is not a
country owning a large number of vineyards, and there is no domestic wine
production too (European Union, 2020). Based on statistic provided by
TrendEconomy (2021), all wine products in Malaysia are imported from oversea –
major wine producing countries, such as Australia, France, Italy, Chile, etc.
Additionally, in order to import wine in Malaysia, it is required a valid import license
issued by the Royal Customs and Excise Department, which means Malaysia control
30
all the wine items, hence, wine must have standard quality before being imported in
Malaysia (GAIN Report, 2014).
Jaafar (2012) supported the findings by stating that higher quality products will
have more confidence and trustful when using, and higher quality products are not
high-risk products. Hence, in order to avoid mistake when buying any wine item,
consumers tend to choose higher price and perceived them are high quality product
when buying a gift (Wen, 2019). In Malaysia, the knowledge about wine of younger
generations is improving (David, 2021), because they are the generation who are more
travelled, studying and working overseas, flexibility in approaching new trends. and
leading the demand towards world wines, therefore, they always require a higher
quality wine for consuming as well as gift-giving in the market (Briceag, 2021).
Additionally, Kamaruddin and Mokhlish (2003) conducted research about

adolescents in Malaysia also emphasizing on the crucial of quality during decision-
making. Their findings also indicated that the more interactions with peers, the more
consciousness about getting high-quality products, as well as value for their budget. It
is obvious that Malaysians has various kind of imported wine, hence, for frequent
Malaysian drinkers, it is not hard for them to determine the quality of a wine to
purchase (European Union, 2020), and a good quality wine as gift can express their
care to receivers (Zang & Epley, 2012). On the other way, consumers who have less
experience in choosing a wine, they will determine the quality of wine by price and
brand (Jaafar, 2012). Therefore, Malaysian consumers will always consider about
quality of wine before determining any wine items.
Research question 3: Is there any relationship between packaging of wine and

consumers’ decision when buying it as a gift.
The result of test indicates that there is a relationship between packaging of

wine and consumers’ decision when buying it as gift. In Malaysia, it is stated that the
most popular packaging for wine is glass bottle, because glass bottle is believed to
have the aesthetic and functional value, recycle (European Union, 2020). In the
handbook, it also said that normal size of a bottle is 750ml, material is glass, which
31
can attribute to preserve food quality, as well as preserve food during transportation.
Hence, Malaysian consumers still choose the traditional package and material for a
bottle of a wine. Some higher-income group people find a new design, or luxurious
design, which can let them have face among friends and family at social gatherings or
reunions (Rocchi, 2006).
Ampureo and Vila (2006) also agreed that packaging is crucial because it
reaches to almost consumers, especially during decision-making process, consumers
will look for all the information on packaging and decide whether they buy the
product. Similarity with Malaysians, when considering a wine, they would look at all
the detailed information provided, such as the percentage of alcohol, region of wine,
type of grapes, etc. (Mirosa & Tang, 2016).
Nevertheless, in some situations, consumers bear in mind that purchasing a

wine with lower price, or with discount price, and simple packaging, which can lead to
high-risk of purchasing low quality products (Sudhir & Talukdar, 2004). Therefore,
the retailers in Malaysia are trying to upgrade their packaging outside the wine by
making it look more attractive, luxury, and they will use the packaging to convince
more consumers (Jaafar, 2012). Additionally, Beneke (2010) also supported that
retailer as well as manufacturers use better packaging to appeal customers’ attention,
because a better packaging has informed consumers about the quality of wine, at the
same time the appearance of wine when giving it as gift. In short, packaging and
express upscale images, and by contrast, wine’s image would be detected and affected
if it has worst packaging. Therefore, it is important for Malaysians to consider about
packaging of wine before purchasing as a gift.
32
CHAPTER 5
CONCLUSIONS AND RECOMMENDATIONS
5.1 Conclusions
In conclusion, this research is completed in demonstrating consumer's

decisions on wine gift purchase in Malaysia. By conducting a quantitative survey and
analyzing all the collected data, the findings illustrate that price, quality, and
packaging have a significant relationship with the decisions on wine gift purchase in
Malaysia. It is found that price is a big point when Malaysians decide to buy a wine
since Malaysian wine consumers are price sensitive (The Edge Malaysia, 2021), as
well as the tax charged on wine is very high (Raj, 2020). The findings also discussed
the influence of quality on consumers when choosing wine. Malaysians tend to buy
higher quality products to avoid high-risk products (Jaafar, 2012). Due to the
perceived quality of wine in Malaysian younger generations are improved (David,
2021), this indicates that quality is indispensable during the decision-making process.
Packaging is also discussed and concluded as a crucial part when Malaysian purchase
a gift. This is due to the fact that packaging is the appearance of a product, which can
express the quality and all the important information about wine (Ampureo & Vila,
2006). The findings from this study are useful not only to the marketers but also to
winemakers to identify ways to improve their wine in order to attract consumers to
buy their products. Besides, this study also provides some basic ideas for marketers or
organizations to understand the demand, concerns, and trends from consumers in
Malaysia. This study could also act as a foundation for future researchers who are
interested in conducting in-depth choice-based research on wine in Malaysia.
33
5.2 Limitations and Recommendations for Future Studies
There are few limitations in the entire process of conducting this research
study. Firstly, this sample size is quite limited, with only 100 respondents. Although
this number is sufficient to get a good result (Mesa et al., 2014), it is still small to
represent Malaysians' behavior. Small sample size can lead to challenges to any
statical analyses and result in lower predictive level when compare with larger sample
size (Stockwell & Peterson, 2002). Since the sample size increases, the accuracy
should also increase until approaching the maximum accuracy potential (Hernandez et
al., 2006). Therefore, there is one recommendation for future research is that when
conducting, the sample size should be increased to get higher accuracy data, cover and
generalize the perception of Malaysian behaviors. The recommendation sample size is
300 respondents, who can provide a good result for the research (MacCallum et.,
1999).
Secondly, the questionnaires were written in English, some of the respondents

might not be fluent in English, which can lead to misunderstanding the meaning of
questions and answers. Therefore, it could affect the validity of feedback as well as
the accuracy of the responses. Malaysia is a multilingualism country, which has
different languages being used, such as Bahasa Melayu, Mandarin, English, Tamil,
etc. (Zhou & Xiaomei, 2017). Thus, during the time conducting questionnaire to all
respondents, translating the questionnaire into Mandarin, Bahasa Melayu, and using
English are recommended for the future researchers.
Lastly, one of the limitations of this study is the limitation in variables. In this
study, there were three variables utilized in understanding Malaysian consumer’s
decision on wine gift purchase, including price, quality, and packaging. Nevertheless,
because the fact that decision of consumer when buying a wine has numerous
influencing factors, such as products characteristics, brand, country of origin, etc.,
(Hatak & Stöckl, 2008); hence, future researchers are suggested to study on other
variables. According to McCutcheon et al., (2009), region of origin of a wine is a very
crucial factor in decision-making process. In Malaysia, since Malaysians have been
34
exposed to wine culture abroad through travel for business, studies, tourism, the
demand of wine from France, Australia, New Zealand is being boosted, which means
the needs of understanding wine’s country origin is higher (European Union, 2020).
Therefore, country of origin is a potential variable for future study about consumer
decision on wine-gift purchase.
35
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43
Appendix A
Research Questionnaire
Dear respondents,
My name is Le Nguyen Ha Anh, and I am a student of Bachelor of International Hotel

and Tourism Management students at UOW Malaysia KDU Penang University
College. I am currently doing a study on Consumers Decisions on Wine Gift-
Purchase. Your participation in this study will assist in providing valuable information
pertaining to determinants of wine purchase among Malaysian while they buy wine
for gifting. It is anonymous and confidential. The overall findings will be used only
for academic purposes and could be published in academic journals.
This questionnaire consists of six sections:
Section A: Decision to buy a wine as a gift
Section B: Price
Section C: Quality
Section D: Packaging
Section E: Demographic
It would take approximately 4-5 minutes to complete the questionnaire. There are no
right or wrong answers but simply different types of responses according to individual
opinions. Your participation is greatly appreciated.
Thank You.
Sincerely,
Le Nguyen Ha Anh
Bachelor of Arts (Hons) in International Hotel & Tourism Management

School of Hospitality, Tourism and Culinary Arts
32, Jalan Anson, George Town, 10400 George Town, Pulau Pinang
Email: haanh.lenguyen123@gmail.com.
44
Section A: Decision to buy wine as a gift
A1: When participating in specials occasions (wedding, anniversary, birthday party,

etc), I always choose to buy a wine as a gift rather than choosing other gifts.
 Strongly disagree  Disagree  Neutral  Agree  Strongly Agree
A2: I buy wine when I have meals in restaurant with friends/business or family.
A3: I will buy wine as a gift to socialize with others.
A4: I buy wine as a gift because I believe it can strengthen the relationship I share
with the receiver.
A5: I prefer buying wine as a gift.
Section B: Price
B1: I always buy a higher price product for gifting.
B2: I always purchase wine in supermarket or hypermarket for a better price to give as
a gift.
B3: Depending on the importance of occasion, I will decide to buy a higher price or a
lower price for a wine.
B4: I would pay any price for a wine-gifting.

45
B5: In any case (personal consumption or gift-giving), I would buy a bottle of wine at
a higher price.
Section C: Quality
C1: Brand name decides the quality of wine.
C2: I always focus on certification marks or awards shown on labels to know the
quality of wine.
C3: I believe international brand wine (French or Italian) has better quality to give as a
gift.
C4: I believe sustainable wine contains less or non-chemicals, which has better
quality.
C5: I am concerned about the amount of alcohol in a wine.
Section D: Packaging
D1: The shape of bottle of wine will persuade me to buy wine as a gift.
D2: Packaging containing labelling with necessary information will be important for
gifting.
46
D3: I always choose a bottle of wine with high quality packaging and the material
used.
D4: I am willing to purchase wine in alternative packaging to glass bottle (for

example: bag-in-box, PET bottle) for gifting.
D5: I will consider traditional labeling when purchasing a wine for gifting.
Section E: Demographic
E1: Gender
 Male  Female  Prefer not to say
E2: Age
 21 years old to 30 years old
 31 years old to 40 years old
 More than 40 years old
E3: Race
 Chinese  Malays  Indians  Others (foreigners)
E4: Experience in buying wine as a gift
 Yes, I have  No, but I will buy wine as a gift in the future
THANK YOU VERY MUCH FOR YOUR COOPERATION
47

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CONSUMERS DECISIONS ON WINE GIFT-PURCHASE

A DISSERTATION SUBMITTED IN PARTIAL FULFILMENT OF

SCHOOL OF HOSPITALITY, TOURISM AND CULINARY ARTS

CONSUMERS DECISIONS ON WINE GIFT-PURCHASE

Dr. Cheah Swee Ting

Dr. Cheah Swee Ting

Ms. Cindy Loh Wei Ching

School of Hospitality, Tourism and Culinary Arts

Dr. Cheah Swee Ting

I would like to show my gratitude and appreciation to everyone who support

Keywords: wine, gift-giving, price, quality, packaging

CHAPTER 2 LITERATURE REVIEW

CHAPTER 4 RESULTS AND DISCUSSIONS OF FINDINGS

3.1 Review Summary 16

1.1 Research Framework 5

Appendix A: Research Questionnaires 44

1.1 Background of Study

Wine is known as the oldest man-made beverages, it is consumed in more than

1.2 Problem Statement

1.3 Research Objective

1.4 Research Question

This study purpose is to examine the determinants of wine purchase

1. Is there any relationship between price of wine and purchase decisions of

1.5 Research Frameworks

H1: There is a relationship between price of wine and purchase decisions of

1.7 Significance of Study

1.8 Scope of Research

This research focused on Malaysian consumers above 21 years old. The

2.1 Malaysian Consumers’ Gift-giving Behavior

Gift-giving is naturally a way of investment that humans use to contribute and

Following a social perspective, gift-giving is a way to connect, maintain, and

Malaysia is a multi-ethnic and multi-cultural country, including Malay,

2.2 Wine as A Gift.

Different literatures and research focus on wine choice behaviors, preferences,

2.3. Price of Wine

Traditionally, the price makes up around 40% of the decision-making process

In Malaysia, 45% of the Malaysian participants of the qualitative research on

Therefore, the following hypothesis is proposed on the basis of these findings:

Compared to other food products, wine is considered as one of the most

The hypothesis is:

2.5 Packaging of Wine

For Malaysian consumers, good wine packaging is crucial, and it creates an

As a result, the hypothesis is stressed:

H3: There is a relationship between packaging of wine and decisions of consumers

3.1 Research Design and Research Method

3.2 Sample, Sample Size, and Sampling Technique

Non-probability sampling was a technique where samples were chosen based

3.3 Research Instruments

Variables Items References

Decision When participating in special occasions (wedding,

I will buy wine as a gift to socialize with others.

I buy wine as a gift because I believe it can strengthen Shanka &

I prefer buying wine as a gift. Bruwer et al.

I always purchase wine in supermarket or hypermarket

Depending on the importance of occasion, I will

I would pay any price for a wine-gifting

Quality Brand name decides the quality of wine. Carsana &

I always focus on certification marks or awards shown Stanco et al.

I believe international brand wine (French or Italian) Verdonk et al.

I believe sustainable wine contains less or non- Stanco et al.

I am concerned about the amount of alcohol in a wine.

Packaging containing labelling with necessary