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1 – 10 of 120Wang Yabin and Jiagui Li
The purpose of this paper is to explore China’s online wine market segmentation on the basis of the wine-related lifestyle (WRL). Moreover, this study can provide further…
Abstract
Purpose
The purpose of this paper is to explore China’s online wine market segmentation on the basis of the wine-related lifestyle (WRL). Moreover, this study can provide further understanding and reference about China’s wine market segmentation research, which is limited at present. This work can be helpful for those who want to do further research in the Chinese wine market. It is good for wine importers wanting to import wine to China to understand the Chinese wine consumers.
Design/methodology/approach
Survey data were obtained from a sample of 3,369 participants through cooperation between the College of Enology and the Yesmywine.com website. Questionnaire items included gender, age, area distribution, unit price, bottles consumed, drinking frequency, drinking time, wine-related knowledge, etc. Combined with the influence factors of the WRL, a structural equation model was developed. The data analysis, particularly employing principal component analysis, enabled the identification of five market segments.
Findings
Five distinct segments were identified within the wine market and designated as follows: wine official consumption type enthusiastic fancier; enjoyment consumption; fashionable consumption; and new, young wine drinkers.
Research limitations/implications
The research data were derived from Yesmywine, one of the largest online wine sale platforms. However, the impact of yesmywine is much smaller compared with Tmall and Taobao and Jingdong. In this paper, we can see that WRL is increasingly becoming a part of Chinese people’s daily lives, especially for the enthusiastic and fancier wine consumers, which is the official type of wine consumer. Next, an analysis of time series under the data of the near future years should be conducted to find the online wine segmentation market variation trend. Moreover, it is important to conduct cross-culture comparison between the Chinese and Australians. Brand positioning can be improved by better understanding China’s online wine market segmentation.
Practical implications
WRL segmentation is valuable for the wine importers and producers in west France, Italian, Germany and so on, as they want to develop China’s wine market and understand the mindset of Chinese wine consumers. The wine importers in China should focus more on consumers that enjoy wine along with newer and younger wine drinkers.
Originality/value
This paper analyzes a large sample (3,369) and therefore is useful for understanding online wine market segmentation and wine consumption behavior in China owing to China’s limited wine market segmentation literature. This paper is the first to use WRL tool to segment China’s online wine market. Moreover, the research data have reference value for those who want to learn more about China’s online wine market, as yesmywine is one of the largest online wine-sale platforms. It also gives some managerial implications for wineries and wine marketers that will be helpful to wine companies in understanding the emerging Chinese wine market and in enacting wine marketing strategies more effectively.
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Wine consumer behavior has long been a topic of discussion among scholars and industry professionals aiming to understand the underlying predictors of key behavioral outcomes. To…
Abstract
Purpose
Wine consumer behavior has long been a topic of discussion among scholars and industry professionals aiming to understand the underlying predictors of key behavioral outcomes. To help explain wine consumer behavior, concepts such as involvement, expertise, loyalty, satisfaction and perceived risk are often examined. The overarching objective of this study is to determine the relationship between these predictors and their impact on wine purchase intention utilizing a meta-analytical structural equation modeling (MASEM) technique.
Design/methodology/approach
As MASEM provides substantive evidence regarding the relationships between theoretical constructs through the combination of multiple studies, the researchers’ aim is to make definitive statements about the predictors of purchase intention.
Findings
Findings revealed several relationships that support previous research but also identified relationships that contradict previous literature. This study contributes valuable insights into consumer behavior that wine brands can utilize to improve their marketing efforts.
Practical implications
Wine marketers with a greater understanding of the stronger predictors of purchase intention should be able to create marketing plans that drive wine sales.
Originality/value
Despite the abundance of research that has utilized these theoretical constructs to demonstrate their propensity for determining behavioral outcomes such as purchase intention, no previous attempts have synthesized this body of literature through the use of meta-analysis.
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Terry Lease, Marni Goldenberg, Matt Haberland and Sam Wallan
The paper has a twofold purpose: (1) to test the application of means-end theory to providers of hospitality goods and services, and (2) to explore this question in the context of…
Abstract
Purpose
The paper has a twofold purpose: (1) to test the application of means-end theory to providers of hospitality goods and services, and (2) to explore this question in the context of winery tasting rooms when they had a unique opportunity to restructure their hospitality experience due to government restrictions in response to COVID.
Design/methodology/approach
A qualitative approach was adopted, and a convenience sample was used to conduct semi-structured laddering interviews. Forty interview transcripts were coded as means-end ladders, which were analyzed using a custom computer program to develop the implication matrix and the hierarchical value map.
Findings
This paper demonstrates that means-end is a useful approach to investigate the values and behaviors of the producer, specifically hospitality hosts. It finds that the principal goal of tasting rooms is to generate sales, and offering a compelling guest experience is the characteristic that contributes the most to achieving that goal. The staff and the atmosphere created for the guests are the two factors with the greatest influence on the guest experience.
Originality/value
This is the first paper to use means-end theory to study the hospitality host, or the producer of goods and services in general, and the first to study winery hospitality primarily through the lens of means-end theory. The study also helps fill a gap in research on tasting room sales focused on the winery’s goals.
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Lala Hu, Marta Galli and Roberta Sebastiani
The Chinese market represents an increasingly popular destination for wine firms and recent opportunities derive from the growth of e-commerce. The aim of this paper is to…
Abstract
Purpose
The Chinese market represents an increasingly popular destination for wine firms and recent opportunities derive from the growth of e-commerce. The aim of this paper is to understand the impact of digital platforms on wine firms' internationalisation in China by adopting the service ecosystems approach.
Design/methodology/approach
The authors carried out a case study of Italian premium wine firms from the Valpolicella area by collecting 27 semi-structured interviews with key informants that operate at the micro-, meso- and macro-levels of the internationalisation ecosystem. Italian wine firms were selected as the focus of the analysis, given the recent sales growth of their products in the Chinese market.
Findings
Results show that digital platforms hold a key role in the wine firms' internationalisation in China, intervening with resource integration mechanisms, alignment to the cultural context and mediating firms' digital presence in the market. The platformisation dynamics also reveal the existence of enablers and constraints in the firm internationalisation through digital platforms.
Research limitations/implications
The authors aim to contribute to the marketing literature by analysing how digital platforms influence the wine firms' internationalisation in China through an original perspective, i.e. the service ecosystems lens.
Originality/value
The study adopts the service ecosystems approach to understand the internationalisation of wine firms in the Chinese market through digital platforms.
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Bettina König, Christian Pfeiffer, Marcus Wieschhoff and Elena Karpova
The purpose of this paper is to examine the influence of wine closure types on the quality perception of wine consumers in a traditional wine market, combined with the willingness…
Abstract
Purpose
The purpose of this paper is to examine the influence of wine closure types on the quality perception of wine consumers in a traditional wine market, combined with the willingness to pay for red and white wines in bottles closed with screw caps compared with that for wines in bottles with a cork closure.
Design/methodology/approach
An online experiment with 436 Austrian wine consumers was conducted in a two-by-two between-groups design. To assess the quality of Austrian red and white wine, quality indicators such as origin, grape variety, awards, the content of residual sugar, vintage, geographical indication, ageing potential, organic certification, vineyard designation and brand (producer) have been applied. Furthermore, different involvement levels as well as willingness to pay were taken into consideration.
Findings
Contrary to earlier findings, results confirm that Austrian consumers do not generally perceive wines (both red and white) in a screw cap bottle to be lower or different in quality from those in a cork-closed bottle. However, consumers expect red and white wines in bottles with a cork closure to be higher in price than wines in bottles with a screw cap. Among established quality indicators, the present analysis shows that price is the strongest cue for quality when it comes to wines and indicates that wines in bottles closed with corks and bearing a higher price tag are considered to be of higher quality.
Research limitations/implications
This research comes with limitations, such as the absence of sensory differences. Moreover, the research design is based exclusively on the description of wines and a limited set of quality indicators and does not involve the actual tasting of wines.
Practical implications
Outcomes suggest that in the strategic positioning of wines, the difference in wine consumers’ quality perceptions between wine bottles with screw caps and cork closures plays a smaller role than anticipated. Findings are relevant for practitioners, particularly in old-world wine markets where cork is still seen as the closure of choice for higher-quality wines.
Originality/value
The results of this survey contribute to understanding consumers of an established old-world wine market and their attitudes towards alternative bottle closure types such as screw caps. It adds new insights to the research stream of the quality perception of wines.
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Alessandro Carollo, Seraphina Fong, Giulio Gabrieli, Claudio Mulatti and Gianluca Esposito
Among the growing interest towards market segmentation and targeted marketing, the current study adopted a scientometric approach to examine the literature on wine selection and…
Abstract
Purpose
Among the growing interest towards market segmentation and targeted marketing, the current study adopted a scientometric approach to examine the literature on wine selection and preferences. The current review specifically attempts to shed light on the research that explores the determinants of wine preferences at multiple levels of analysis.
Design/methodology/approach
CiteSpace was used to compute a Document Co-Citation Analysis (DCA) on a sample of 114,048 eligible references obtained from 2,846 publications downloaded from Scopus on 24 May 2021.
Findings
An optimized network of 1,505 nodes and 4,616 links was generated. Within the network, impactful publications on the topic and thematic domains of research were identified. Specifically, two thematic macro-areas were identified through a qualitative analysis of papers included in the 7 major clusters. The first one - “Methods of Wine Making” - included clusters #0, #3, #5, #6 and #18. The second one - “Consumers' Attitudes and Preferences Towards Wine” - included clusters #1 and #2. The first thematic macro-area included more technical aspects referring to the process of wine making, while the second thematic macro-area focused more on the factors influencing individuals' preferences and attitudes towards wine. To reflect the aims of the current paper, publications giving light to the “Consumers' Attitudes and Preferences Towards Wine” macro-area were analyzed in detail.
Originality/value
The resulting insights may help wine makers and wine sellers optimize their work in relation to market segments and to the factors influencing individuals' purchasing behaviors.
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Adele Berndt and Corné Meintjes
Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research paper aims to explore…
Abstract
Purpose
Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research paper aims to explore the family identity elements that family wineries use on their websites, their alignment and how these are communicated online.
Design/methodology/approach
Based on Gioia’s methodology, a two-pronged approach was used to analyze 113 wineries’ websites’ text using Atlas. ti from an interpretivist perspective.
Findings
South African wineries use corporate identity, corporate personality and corporate expression to illustrate their familiness on their websites. It is portrayed through their family name and heritage, supported by their direction, purpose and aspirations, which emerge from the family identity and personality. These are dynamic and expressed through verbal and visual elements. Wineries described their behaviour, relevant competencies and passion as personality traits. Sustainability was considered an integral part of their brand promise, closely related to their family identity and personality, reflecting their family-oriented philosophy. These findings highlight the integration that exists among these components.
Practical implications
Theoretically, this study proposes a family business brand identity framework emphasising the centrality of familiness to its identity, personality and expression. Using websites to illustrate this familiness is emphasised with the recommendation that family businesses leverage this unique attribute in their identity to communicate their authenticity.
Originality/value
This study contributes to understanding what family wineries communicate on their websites, specifically by examining the elements necessary to create a family business brand based on the interrelationship between family identity, personality and expression with familiness at its core, resulting in a proposed family business brand identity framework.
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Michael Shaw, Priyantha Bandara and Sardana Islam Khan
This study is an attempt to apply the techniques of semiotics in conjunction with quantitative analysis to decode and interpret an advertisement which promotes the South Australian…
Abstract
Purpose
This study is an attempt to apply the techniques of semiotics in conjunction with quantitative analysis to decode and interpret an advertisement which promotes the South Australian Barossa Valley as a tourist destination.
Design/methodology/approach
A survey was submitted to a Southeast Asian student and postgraduate sample. Regression analysis and qualitative analysis were carried out, which suggested that the advertisement was engaging the majority of the audience.
Findings
Most respondents expressed a desire to visit the location and used language which was evocative and connective. Those who did not or who were turned off by the advertisement's content expressed themselves in language which terminated further engagement.
Research limitations/implications
The sample was a non-target group, but this is an advantage because it provides a base level of unconditioned response.
Practical implications
A better understanding of semiotics may reinforce other areas of marketing endeavour such as social marketing approaches which are gaining more importance in the still developing COVID-19 economy. This methodology can be extended to other marketing communication contexts.
Social implications
Once campaigns have been aimed at target audiences, there may be potential to orientate another campaign at non-target audiences using the same advertisement. In terms of global marketing, this is extension rather than adaptation.
Originality/value
This study provides an example of how marketing could use semiotics in conjunction with quantitative methods to determine an audience's response and the intention to purchase a product or service.
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Mercedes Teruel, Victòria Soldevila-Lafon and Mònica Martin-Bofarull
This paper aims to establish the determinants of production in the Spanish Designation of Origin (DO) area for Cava wine and forecasts sales to establish vineyard area variations…
Abstract
Purpose
This paper aims to establish the determinants of production in the Spanish Designation of Origin (DO) area for Cava wine and forecasts sales to establish vineyard area variations that maintain market equilibrium.
Design/methodology/approach
By applying a vector autoregressive (VAR) model, the authors forecast demand and the consequent requirements for base wine production.
Findings
The results show that Cava sales determine the base wine supply. After forecasting demand and the consequent requirements for base wine, the authors’ results show that, to avoid oversupply, the vineyard area for Cava wine should not be increased.
Practical implications
The paper develops a simple and effective method for DOs affected by the current European wine plantation regulations to forecast from a supply and demand perspective and their surface needs in response to market changes.
Originality/value
This study contributes to the literature because, to the best of the authors’ knowledge, no other study has investigated the determinants of Cava supply and demand or defines a model to assess the effects of changes in growing areas. The model is applicable to other European protected designations of origin wines and would help policymakers to accurately establish vine planting authorizations.
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