Historically, Old World wine countries such as Italy, France, Germany and Spain had a reputation of superior wine in terms of quality and taste. However since the early 1990’s, New World wine countries such as South Africa, the United States, Australia, Argentina, New Zealand, and Chile have shown affluence in the global wine market. In contrast, since the early 2000s major social, political, and environmental changes influenced the global wine industry leading to changes in consumer’s wine purchasing behaviour. From this, the South African wine market in particular has gained both academic and commercial interest due to its growth rate between 2009 and 2013. However, the question still remains - what factors influence consumer behaviour in store?This study will attempt to make a contribution to the body of wine marketing literature, and industry by investigating the influence of knowledge, risk and involvement on purchase behaviour for New world wines. Additionally unique combinations of product attributes will be evaluated in relation to knowledge, risk and involvement. As a token of my appreciation for your participation in this important study, upon receipt of your completed questionnaire, your name will be entered in a series of lotteries in which respondents are eligible to win three prizes. The first prize is a case of Pongracz sparkling wine (worth ±R700), the second prize is a case of Fleur du Cap Cabernet Sauvignon, and the third a case of Fleur du Cap Chardonnay. The three winners will be contacted via e-mail by 13 March 2015. To be part of this lucky draw, please remember to insert your e-mail address on the last page of the survey (as requested).Your answers will be completely confidential and anonymous. Moreover, the results of the survey will be reported in a summary format, so again no one will link you to your responses. Please complete the online survey by following the link below, by Friday 6 March 2015. The survey will not take more than 15 - 20 minutes. Note that you must must be a South African citizen and above the legal South African drinking age of 18.https://sunsurveys.sun.ac.za/winecoza.aspxThank you in advance for your participation in this study. If you have any questions about the administration of the survey, please contact me on cgjvv@sun.ac.za.