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Article
Publication date: 26 June 2021

Gergely Szolnoki, Stylianos Filopoulos, Claudia Stein-Hammer and David Brazsil

The health effects of alcoholic beverages and the differentiation between moderate consumption and alcohol abuse are discussed controversially in medicine, sociology and…

Abstract

Purpose

The health effects of alcoholic beverages and the differentiation between moderate consumption and alcohol abuse are discussed controversially in medicine, sociology and politics. Therefore, this paper aims to analyse how consumers assess the relation among health, wine consumption and alcohol abuse.

Design/methodology/approach

A representative survey in Germany and in Hungary was conducted with 2,000 and 1,500 respondents, respectively. The survey included questions regarding the assessment and definition of alcohol abuse and moderate wine consumption.

Findings

The results show that in Hungary, moderate wine consumption is defined similarly as in Germany; on the contrary, in the case of alcohol abuse, there are significant differences. Regardless of cultural background, the respondents agreed that excessive wine consumption harms health and certain consumer groups (pregnant women or people under 16 years old) should avoid drinking wine.

Practical implications

These findings can contribute to a long-term goal-oriented wine in moderation strategy for consumers and support policy advice on moderate and excessive wine consumption.

Originality/value

The results help to understand how consumers perceive moderate and excessive wine consumption in everyday life, and how they judge wine as an alcoholic beverage. To the best of authors’ knowledge, there has not been similar study published on the perceptions of wine consumers in this regard, neither in Germany nor in Hungary.

Details

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

Keywords

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Article
Publication date: 9 April 2020

Gergely Szolnoki and Katharina Hauck

This study investigates organic wine consumption and analysed the motives, preferences and basic characteristics of German consumers of organic and non-organic wines.

Abstract

Purpose

This study investigates organic wine consumption and analysed the motives, preferences and basic characteristics of German consumers of organic and non-organic wines.

Design/methodology/approach

The comparative study is based on data from a representative survey conducted with 2,000 consumers in Germany. Two segments of wine drinkers were created according to their consumption of organic wine. Consumers of organic and non-organic wine were compared by analysing the differences in wine-related behavioural factors and socio-demographic variables.

Findings

The study reveals that consumers of organic wine differ significantly from those who do not drink organic wines. Socio-demographic factors (e.g. age and social class) and behavioural attributes (e.g. frequency of wine consumption and involvement with and preference for other organic products) demonstrate the differences between the two consumer groups.

Originality/value

To our knowledge, no findings exist to date regarding differences between consumers of organic wine and consumers of non-organic wine. Therefore, these results fill a research gap and provide valuable inputs both to the wine industry as well as to the scientific community dealing with organic food preferences.

Details

British Food Journal, vol. 122 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 18 June 2018

Gergely Szolnoki

The purpose of this paper is to use a new segmentation approach based on objective variables to calculate direct tourism-related sales volume and revenue by selling wine…

Abstract

Purpose

The purpose of this paper is to use a new segmentation approach based on objective variables to calculate direct tourism-related sales volume and revenue by selling wine at a winery in the Rheingau region of Germany.

Design/methodology/approach

In the framework of a 2015 face-to-face survey in the Rheingau, 1,555 tourists were interviewed. For segmentation, two-step clustering was applied to classify survey participants into homogeneous groups. To calculate tourism-related wine sales volume and revenue, a special model based on official statistics and the survey’s results was used.

Findings

Four wine-tourist segments were identified by using cluster analysis with objective variables, such as nationality, visiting frequency and volume of wine purchased in the region: wine and Rheingau lovers who have a high interest in wine, wine-oriented tourists who do not come to the region very often, first-time tourists who came to the region mainly because of the nature and history and international tourists. With the help of calculations on tourism-related wine sales volume and revenue, it can be stated that approximately 18 per cent of total wine production will be purchased directly in the region by tourists, valued at €36m.

Originality/value

This paper contributes to existing wine-tourism research because a multi-dimensional segmentation model was applied using objective variables, such as nationality, visiting frequency and volume of wine purchased in the region. Using the calculation of tourism-related sales volume and revenue, winemakers in the Rheingau can gain a clear picture of tourism’s importance.

Details

International Journal of Wine Business Research, vol. 30 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

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Article
Publication date: 3 June 2020

Maximilian Carl Tafel and Gergely Szolnoki

This paper aims to put Germany on par with other countries in terms of academic research on the topic of wine tourism from a producers’ perspective.

Abstract

Purpose

This paper aims to put Germany on par with other countries in terms of academic research on the topic of wine tourism from a producers’ perspective.

Design/methodology/approach

For this study, 199 in-depth interviews and 703 online questionnaires with winery operators in Germany were collected and analyzed according to a mixed-methods framework.

Findings

The results indicate that wine tourism is highly relevant not only for wineries but also for the families behind the predominantly small companies. The respondents reported increased demand for wine tourism activities, particularly those that are close to large cities. The findings show that the main challenges in the German wine tourism sector are to achieve a coordinated collaboration among stakeholders and to stop the ongoing concentration process in the restaurant industry.

Social implications

Appropriate strategic decisions backed by governmental support may help to enhance Germany’s developing wine tourism industry, thereby preserving cultural heritage and strengthening some of the country’s structurally disadvantaged rural areas.

Originality/value

To the best of the authors’ knowledge, this work is the first mixed-methods framework study in the research field of wine tourism that includes producers from all wine regions in one country.

Details

International Journal of Wine Business Research, vol. 33 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

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Article
Publication date: 4 June 2019

Christopher Karl Köhr, Armando Maria Corsi, Roberta Capitello and Gergely Szolnoki

This study aims to investigate the relationship between organizational systems, market orientation, family culture and the long-term business performance of family…

Abstract

Purpose

This study aims to investigate the relationship between organizational systems, market orientation, family culture and the long-term business performance of family businesses in the wine sector in three countries.

Design/methodology/approach

A survey by questionnaire was undertaken with 123 wineries in Australia, Germany and Italy. Multiple-item measurement scales and multiple regression models were used to investigate mediation effects.

Findings

The findings indicate a marked influence of organizational systems and family culture on financial performance. Market orientation fully mediates the effect of family culture and partially mediates the effect of organizational systems on financial performance.

Practical implications

From a managerial perspective, this research indicates the central role of family culture when evaluating a firm’s capabilities and potential in the long term. The findings and their implications are of immediate concern for family firms in the wine sector.

Originality/value

For the first time, the antecedents of market orientation are investigated through simultaneous application of two key frameworks from marketing research and family business research in a single joint analysis.

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Article
Publication date: 11 March 2014

Gergely Szolnoki and Dieter Hoffmann

The purpose of this study is to test the segmentation based on the usage of sales channels and to compare the segments with each other in terms of socio-demographic and…

Abstract

Purpose

The purpose of this study is to test the segmentation based on the usage of sales channels and to compare the segments with each other in terms of socio-demographic and behavioural characteristics.

Design/methodology/approach

This study was conducted using representative data collected in Germany through a face-to-face interview. 2,000 German consumers answered questions towards the usage of different sales channels when purchasing wine as well as socio-demographic and other behavioural questions. A hierarchical cluster analysis was run, to classify the respondents into segments.

Findings

The results illustrate the usefulness of this kind of segmentation and show significant differences between the six consumer groups: discount-customers, food-retail-customers, supermarket-customers, cellar-door-customers, wine-store-customers and multichannel-customers. These segments differ in their socio-demographic as well as in their behavioural structure. Furthermore, the six segments could be split into two groups depending on their average purchase value: a basic group and a premium group.

Practical implications

This segmentation provides an analysing tool for the German retailers, which is able to identify the loyal and potential consumers of the different sales channels.

Originality/value

This segmentation was conducted using the purchase activity of German consumers in different sales channels. This segmentation approach has been never used to identify, describe and classify wine consumers.

Details

International Journal of Wine Business Research, vol. 26 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

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Article
Publication date: 10 June 2014

Gergely Szolnoki, Dimitri Taits, Moritz Nagel and Alessio Fortunato

This paper aims to conduct two studies to investigate the use of social media tools by wineries in Germany and assess the impact of Facebook membership on customers by…

Abstract

Purpose

This paper aims to conduct two studies to investigate the use of social media tools by wineries in Germany and assess the impact of Facebook membership on customers by comparing them with customers who were not members. Today, a vast number of books and studies are being published about social media in general, but less is known about their usage and effectiveness in the wine industry.

Design/methodology/approach

The first study was conducted among 321 German wineries. It focused on the attitudes and preferences of the winemakers regarding social media, and it analysed the daily use of this new communication tool. The second study took place in August 2012, and it set out to define the value that accrued to a winery from having Facebook fans. This analysis was based on an online survey with customers of the winery as well as on a comparative analysis of the buying patterns of customers who were Facebook fans and those who were not. The analysis compared the turnover from the purchases of both groups over a period of three years.

Findings

It was determined that 60 per cent of German wineries did communicate with their customers using social media. Facebook was the most important social media channel, followed by Twitter and YouTube. Of the winemakers interviewed, 40 per cent planned, in the near future, to implement additional activities involving social media. The consumer study proved that Facebook fans had a higher turnover compared to the non-Facebook fans of the winery studied. This finding emphasises the loyalty of Facebook fans. In addition, the study revealed that Facebook fans are open to receiving sales offers from the company which they support.

Practical implications

Winery owners should be aware of the effectiveness of this modern communication tool. This is not only because Facebook fans generate a much higher turnover but also because of the possibility that they are interested in additional special offers on Facebook, which could mean an expansion of the available sales channels.

Originality/value

To our knowledge, this kind of overview about the Germany wine sector as well as about the value of a Facebook-fan of a winery has not yet been undertaken.

Details

International Journal of Wine Business Research, vol. 26 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

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