Why do we buy? Values as reasons for a consumers' decision to buy food

Nowadays, companies from the agricultural and food sector have to orientate their products towards the consumers' wishes in order to be competitive. Hence, competitive advantages can be generated from knowledge about a consumer's buying motives. Accordingly, the main question is: "Why do consumers buy?" To be able to answer this question, a qualitative study was conducted using the example of wine in February 2007. During this in-depth study, 20 women from Halle/Saale aged between 25 and 45 years, drinking wine at least twice a month were questioned about their buying motives using laddering-interviews based on Means-End Chain Theory. As a main result it can be stated that, among other factors, the values of a sense of well-being/satisfaction and association with local area are important motives when buying or drinking wine.