Factors influencing the consumer's decision.

By P. Batt, A. Dean. 2000

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The influence of involvement on purchase intention for new world wine (2007, background): “For example, price was identified as the main determinant of purchase choice for consumers purchasing wine from retail liquor stores in Batt and Dean’s (2000) Australian-based study.”
Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice (2006, background): “Batt and Dean (2000) found that the origin of the wine was the third most important variable influencing consumers decision to purchase wine in Australia.”