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Article
Publication date: 18 September 2011

G. Nazan Gunay and Michael J. Baker

The purpose of this study is to analyse the factors influencing wine consumption in Turkey. Since a wine consumption culture is a recent development in Turkey, there is a…

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Abstract

Purpose

The purpose of this study is to analyse the factors influencing wine consumption in Turkey. Since a wine consumption culture is a recent development in Turkey, there is a need to examine consumer factors that affect wine consumption to better understand consumers’ buying processes.

Design/methodology/approach

This study presents the findings of a field study conducted in Izmir which has the highest alcohol consumption per capita in Turkey. A sample of 431 wine consumers is used to identify the factors influencing consumers’ behaviour on wine consumption.

Findings

The wine market has been blooming in Turkey in recent years. Wine consumption is influenced by cultural, demographic, consumer attitudes, consumption habits as well as other different factors. A number of socio‐economic and demographic consumer characteristics indicate that these factors influence wine consumption and consumers’ preferences. The study offers important insights into the characteristics of wine consumption and the target market in Turkey.

Research limitations/implications

As an exploratory study, both the scope and the use of convenience samples limit the generalizability of the findings. Further research exploring consumer attitudes to factors such as taste, aroma, certification etc. and a more robust sampling methodology is called for.

Originality/value

This is the first research conducted in Turkey to define the factors influencing wine consumption and provides useful insights into the topic as well as a basis for future studies.

Details

EuroMed Journal of Business, vol. 6 no. 3
Type: Research Article
ISSN: 1450-2194

Keywords

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Article
Publication date: 21 August 2017

M. Carolina Rodríguez-Donate, Margarita Esther Romero-Rodríguez, Víctor Javier Cano-Fernández and Ginés Guirao-Pérez

The Spanish wine sector has gained ever greater relevance not only in economic terms but also from a social and environmental perspective. One Spanish region with a deeply…

Abstract

Purpose

The Spanish wine sector has gained ever greater relevance not only in economic terms but also from a social and environmental perspective. One Spanish region with a deeply rooted history of growing and producing wine is the Canary Islands, and specifically the island of Tenerife. The wine sector there has undergone notable evolution since the end of the past century. The main aim of these changes has been to improve the quality of Canarian wines, although it is also crucial to design marketing strategies that contribute to maintaining and increasing market share. In this context, it is essential to improve our knowledge of wine consumption among the population, especially given the scarcity of studies that analyze consumption preferences. Thus, the aim of this study is to identify wine consumption profiles.

Design/Methodology/Approach

This study uses data from a survey carried out on a representative sample of 1,028 Tenerife residents. Discrete choice models are estimated to identify profiles of wine consumers.

Findings

The main results show that the probability of consuming wine is the greatest among adult men compared to a lower consumption by younger individuals and women. Furthermore, it was shown that the probability of occasional consumption increases with higher educational levels.

Originality/value

This study examines in depth the individual factors that influence decisions on wine consumption (frequency and amount) in Tenerife (Canary Islands), which has a wine-growing landscape that produces several unique grape varieties. The study quantifies the probability of wine consumption depending on resident individuals’ sociodemographic characteristics. Thus, it contributes to a greater understanding of demand and consumption patterns in the island´s wine sector and allows comparisons to be made with studies for other geographical areas. It is, therefore, a valuable framework for designing targeted marketing strategies to increase consumption and attract demand from potential consumers with specific characteristics.

Details

International Journal of Wine Business Research, vol. 29 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 21 October 2019

Vikas Gupta and Manohar Sajnani

The purpose of this paper is to discover the numerous risk and benefit perceptions involved in the patrons’ purchase and consumption decisions related to wine in India. It…

Abstract

Purpose

The purpose of this paper is to discover the numerous risk and benefit perceptions involved in the patrons’ purchase and consumption decisions related to wine in India. It will also recognise and find out the motives behind the consumers’ drinking patterns and attitude towards wine, which affect their overall behavioural intentions (word of mouth and repurchase intentions).

Design/methodology/approach

Data were collected using a structured survey questionnaire from the 375 wine patrons in Delhi. Exploratory factor analysis was used in which the risk (five) and benefit (two) factors related to wine consumption were verified on a factor model using 25 constructs. It was a two-phase process in which the measurement model, with six constructs and 18 measurement items, were measured, trailed by the structural model. A conceptual framework was used to illustrate the relationships amongst the variables and was empirically verified.

Findings

The findings revealed that the risk and benefit perceptions of the wine patrons are not only interlinked but are also accountable for their fluctuations in attitudes. In the factorial analysis, it was discovered that perceived benefit factors, i.e. value for money and convenience, are accountable for positively affecting the attitudes of patrons towards the wines. The results also specify that an increase in benefit perception or decrease in risk perception will positively transform the patrons’ attitude towards wine.

Originality/value

Although a few studies have been done to find out the risk/benefit perceptions of wine consumers in the developed countries (i.e. USA, France, UK, etc.) but this will be the first attempt to find out how the consumption patterns and purchase decisions of wine consumers are affected in developing countries like India. Moreover, it will help the stakeholders to align their wine products as per the needs and demands of the patrons.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 17 December 2019

Antonio Iazzi, Paola Scorrano, Pierfelice Rosato and Balakrishna Grandhi

The purpose of this paper is to verify the preferences for the purchase of rosé wine by Italian and French Millennials, with the aim of allowing Italian companies to…

Abstract

Purpose

The purpose of this paper is to verify the preferences for the purchase of rosé wine by Italian and French Millennials, with the aim of allowing Italian companies to acquire knowledge in improving the positioning of this product in both the Italian and French markets.

Design/methodology/approach

The study involved a descriptive survey conducted between December 2018 and January 2019 on Millennials residing in Italy and France, intercepted via Facebook. In total, 500 valid responses to a highly structured self-administered questionnaire were collected. Descriptive and multivariate analysis techniques were used to examine the responses.

Findings

The two groups of Millennials show different preferences in the purchase of rosé wine. French Millennials rarely buy the product, and perhaps only for reasonable prices. Their purchasing process involves no characteristics of particular importance. On the other hand, Italian Millennials buy the product with a higher frequency and show a greater propensity to spend. In general, they attribute greater importance (though not a great deal of importance) to the characteristics of the product, paying attention to both its intrinsic aspects and its territorial origin and the quality certifications.

Research limitations/implications

The main limitation of the research is the small sample size. Future insights into the consumption of rosé wine will be sought in other significant European markets.

Practical implications

This study is of value to academic researchers, wine industry practitioners and other members of the wine distribution channel, as it provides insights into consumer behavior differences.

Originality/value

This research is the first to compare rosé wine preferences of Millennials in France and Italy.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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