To read the full version of this content please select one of the options below:

Wine Consumption Contexts

Dr Simone Pettigrew (Edith Cowan University, Pearson Street, Churchlands, WA 6018, Perth, Western Australia)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 February 2003

Downloads
882

Abstract

While the wine market is significant in Australia, very little has been done in the way of consumer research to investigate Australians' attitudes towards the product. This study explored the physical and social contexts that are considered appropriate for wine consumption in Australia. Interviews were conducted with 82 adults, adolescents, and children across three Australian states. The findings indicate that the apparent preference of females for wine over other forms of alcohol is contrived by the social environment in which Australians live and consume, as is the tendency for many men to avoid wine consumption in particular informal contexts. Wine marketers need to be aware of the extent to which different segments of the population adhere to the social norms surrounding wine consumption in order to select appropriate ways to attempt to integrate wine more fully into a wider range of consumption contexts.

Keywords

Citation

Pettigrew, S. (2003), "Wine Consumption Contexts", International Journal of Wine Marketing, Vol. 15 No. 2, pp. 37-46. https://doi.org/10.1108/eb008755

Publisher

:

MCB UP Ltd

Copyright © 2003, MCB UP Limited