Women wine consumers: information search and retailing implications
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 13 November 2007
Abstract
Purpose
The purpose of this research is to examine gender differences in information search procedures and selection criteria relative to purchase situation and social and financial risk aversion.
Design/methodology/approach
An online questionnaire was completed by 497 males and 877 females in the USA. A total of 88 percent of the respondents stated that they drank wine at least once per week. Participants were obtained by sending e‐mails to customer lists provided by wine‐related organizations.
Findings
Findings suggest that, if a consumer is unsure about making a wine selection, women are more apt than men to seek information from store personnel, a server, sommelier, or winery personnel. Labels and shelf tags are also significantly more important for women. While winery region is very important to both men and women, women rely on medals and awards more than men.
Research limitations/implications
Consumers who are not necessarily comfortable with using the internet would not have had an opportunity to participate in this study.
Practical implications
The differences by gender in the importance of and the usage of various information sources could help retailers prioritize their communication methods in US stores. Store personnel, servers, sommeliers, and winery personnel should be well‐prepared to answer questions and make recommendations.
Originality/value
Women buy 80 percent of the wine sold in the USA. This study helps retailers understand their preferences and how to assist them more effectively in their purchase decisions.
Keywords
Citation
Atkin, T., Nowak, L. and Garcia, R. (2007), "Women wine consumers: information search and retailing implications", International Journal of Wine Business Research, Vol. 19 No. 4, pp. 327-339. https://doi.org/10.1108/17511060710837454
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited