In addition to these intrinsic and extrinsic attributes, the consumption situation has been found to have a determining influence in the selection and purchase of wine. Indeed, situation is becoming an important area of focus in marketing research because the situational influence on consumer behavior suggests that situation may be used as a basis for market segmentation (Hall and Lockshin, 2000). Despite this growing importance, however, to date a limited number of studies have been conducted which investigate situation as a determinant of choice behavior. Sandell published an early work in 1968 in which subjects were presented with an inventory.
