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1 – 10 of over 2000
Article
Publication date: 12 June 2007

Fang Liu and Jamie Murphy

This research aims to examine Chinese consumers’ wine consumption and purchasing behaviour.

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Abstract

Purpose

This research aims to examine Chinese consumers’ wine consumption and purchasing behaviour.

Design/methodology/approach

The study, conducted during the Chinese New Year in early 2006, used in‐depth interviews with 15 consumers in Guangzhou, People's Republic of China.

Findings

The results suggest that Chinese consume Chinese spirits for all occasions, yet consume red wine only for special occasions such as Chinese new year and other holidays. A key point for selling red wine to the Chinese is its positive image; drinking red wine is considered trendy and shows good taste. Another key point is consumer perceptions of red wine as healthier than Chinese spirits because wine contains less alcohol. Two other findings are that most Chinese consumers assume all wine is red wine and have little wine knowledge. Most respondents did not know of white wine or that Australia produces wine. Finally, China's culture of face value, mianzi, plays a key role in purchasing and consuming wine. Chinese tend to purchase inexpensive wine for private consumption and public occasions, yielding more mianzi in front of others. In some important occasions, consumers will purchase a foreign (French) red wine to impress their guests and obtain even more mianzi. In most situations, Chinese purchase and consume wine for perceived health and symbolic – lucky or good face – values.

Research limitations/implications

The small sample size is a limitation. Another limitation is that all the respondents lived in the urban area of Guangzhou, one of China's most developed cities. The findings do not generalize to China.

Practical implications

The findings suggest that wine is a symbolic product rather than a necessity product in China; therefore, image is an important attribute for selling wine in China. Furthermore, limited wine knowledge tends to make Chinese consumers rely heavily on price for their wine purchasing decisions, as price relates to mainzi. Chinese consumers’ high awareness of France as a wine making country and their deep‐rooted positive beliefs about French wines pose difficulties for marketing other foreign wines, such as Australian wines, in China.

Originality/value

This is perhaps the first academic study in English of Chinese wine consumption and wine purchasing. It offers important insights on the characteristics of wine consumption and purchasing in China.

Details

International Journal of Wine Business Research, vol. 19 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 25 May 2012

Raquel Chocarro Eguaras, Margarita Elorz Domezain and José Miguel Múgica Grijalba

The mere presence of categories, irrespective of their content, positively influences the satisfaction of choosers who are unfamiliar with the choice domains. In the…

Abstract

Purpose

The mere presence of categories, irrespective of their content, positively influences the satisfaction of choosers who are unfamiliar with the choice domains. In the present research the main goal is to analyze how a complex product category is categorized internally by consumers, with and without price information available, and explore the effect of product involvement and category knowledge on such structures within the wine category.

Design/methodology/approach

Additive tree analysis allows us to visualize the perceptual structure of complex sets of alternatives and the multinomial logit model enables us to analyze the influence of these inherent personal characteristics.

Findings

The results show that consumers organize information on red wines and rosés according to a “type→origin” cognitive construct and use “price”, if available, as a third attribute. Consumers comparing red wines and white wines organize the available information according to a “type” construct in which “price”, even if available, plays no role. Subjects with a greater knowledge of the category exhibit more complex structures.

Research limitations/implications

A broader database would be necessary to draw further conclusions with respect to the specific category of wine. Another possible limitation may arise from the chosen set of alternatives. There are more red wines among the stimuli for the survey. As a result of this numerical imbalance between the red wines on the one hand and the rosé/white wines on the other, the red are perceived to be more similar to each other. It would therefore be useful in future research to try to obtain the same number of alternatives for each attribute level. Meanwhile, research on other product categories would be useful to provide further validation of these findings.

Practical implications

The main implication of the authors' findings for retailers is that an understanding of the internal categorization structures underlying consumers' product similarity judgments will enable them to organize their shelf space layout to match the way it is processed by consumers. Furthermore, the findings suggest that high‐knowledge consumers may be selectively targeted by using store layouts arranged on the basis of complex structures, while low‐knowledge consumers may be selectively targeted using store layouts organized on the basis of simple structures.

Originality/value

The main contribution of this paper to the existing literature on perceptual organization is an analysis of the influence of price on respondents' internal categorization structures, when price is considered a key variable in the formation of consumers' impressions of a product. Furthermore, in the novel context of the wine category, the authors describe the moderating effect of two variables, involvement and knowledge, on the results of previous literature on perceptual organization. These two variables have potential as segmentation criteria to enable category managers to tailor their products to target markets. Secondly, though no less importantly, the authors accompany the qualitative additive tree methodology used to derive the perceived structures with an analysis of variance to achieve a more objective interpretation of the additive trees.

Details

European Journal of Marketing, vol. 46 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 8 June 2010

Steven S. Cuellar, Tim Colgan, Heather Hunnicutt and Gabriel Ransom

The purpose of this paper is to investigate the demand for wine and provide insight into the behavior of USA wine consumers.

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Abstract

Purpose

The purpose of this paper is to investigate the demand for wine and provide insight into the behavior of USA wine consumers.

Design/methodology/approach

This paper uses a fixed effect, instrumental variable approach to estimate the demand for wine in the USA, correcting for endogeneity inherent in demand estimation by using grape prices as the instrument.

Findings

Demand for the six top selling red wines and six top selling white wines was estimated. While the law of demand is confirmed, differences were found in the price elasticity of demand by varietal and price point. Also, these wines are found to be normal good as defined by economic theory and the results generally hold across color, varietal and price segment. There was a greater willingness of red wine drinkers to switch to white wines than white wine drinkers to switch to red wines.

Practical implications

No statistically significant cross price effects were found.

Originality/value

This paper provides an important contribution to the current literature by disaggregating the demand for wine by color, major varietal and price segment to analyze cross price effects.

Details

International Journal of Wine Business Research, vol. 22 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 12 July 2013

Maurício Bonatto Machado de Castilhos, Marília Gonçalves Cattelan, Ana Carolina Conti‐Silva and Vanildo Luiz Del Bianchi

This paper aims to evaluate the consumer acceptance of Bordô and Isabel wines from innovative winemaking in order to increase red wine consumption by consumers to obtain…

Abstract

Purpose

This paper aims to evaluate the consumer acceptance of Bordô and Isabel wines from innovative winemaking in order to increase red wine consumption by consumers to obtain nutritional benefits.

Design/methodology/approach

All wines were produced by a standard procedure of vinification. Pre‐drying treatment aimed at drying the grapes up to 22°Brix and static pomace wines presented the constant contact between the must and pomace. Sensory acceptance was carried out by 80 consumers who evaluated eight samples (six experimental wines and two commercial wines) concerning the attributes: appearance, aroma, body, flavor and overall acceptance.

Findings

Experimental wines presented higher acceptance when compared to commercial wines and cluster analysis shows the splitting of consumer preferences, highlighting the higher acceptance of traditional Bordô wine and static pomace samples in all sensory attributes. Pre‐drying process enhances the concentration of coloured compounds, to highlight the appearance acceptance of these samples.

Research limitations/implications

Although this paper has limited the consumer acceptance of red table wines, the innovative treatments will be applied in Vitis vinifera red wines.

Practical implications

The wide acceptance of static pomace and pre‐drying wines has promoted further information about innovative winemaking that can be applied in Brazilian and worldwide wineries.

Social implications

The innovative treatments can change sensorial features of wines and therefore influence the choice of consumers as well as enhancing the nutritional benefits of red wines.

Originality/value

The pre‐drying and static pomace winemaking are the novelty of this study and the wide acceptance of the sensory attributes concerning these treatments indicates the potential for application in wineries.

Details

Nutrition & Food Science, vol. 43 no. 4
Type: Research Article
ISSN: 0034-6659

Keywords

Article
Publication date: 1 March 2002

Jan Bentzen and Valdemar Smith

In the Spring of 1995 the French military announced a series of nuclear tests to take place at the Muroroa atoll later that year. Despite worldwide protests a nuclear test…

Abstract

In the Spring of 1995 the French military announced a series of nuclear tests to take place at the Muroroa atoll later that year. Despite worldwide protests a nuclear test series of six bombs was carried out from September 1995 to January 1996. In some countries, e.g. Denmark, the public reaction to the test series was quite strong and during the nuclear testing period in the South Pacific many consumers substituted goods from other countries, especially wine, for French goods. This paper analyses the demand for French wine in Denmark with focus on the effects of the nuclear tests on the Danish import of French wine. The effects, if any, may be temporary or more permanent, affecting the consumption of French wine in Denmark in the long run. By the use of monthly data for the Danish import of red wine and white wine, the long‐run trends in these variables are extracted and the analysis of these are in favour of wine import boycott effects of a temporary nature in late 1995 and early 1996 and possibly a minor permanent effect for French red wine on the Danish market.

Details

International Journal of Wine Marketing, vol. 14 no. 3
Type: Research Article
ISSN: 0954-7541

Keywords

Article
Publication date: 1 February 1994

Grant Battersby

Grape types grown in Australia have changed as a reflection of changes in consumers' tastes. Theres have been major changes in the Australian wine market in recent…

Abstract

Grape types grown in Australia have changed as a reflection of changes in consumers' tastes. Theres have been major changes in the Australian wine market in recent decades. The proportion of fortified wines has fallen from 81 per cent to ten percent of production and the popularity of different types of wine has varied. This has led to rapid changes in the types of grapes planted. The pattern of grape type use from 1972–91 at a small, long‐established winery gives a perspective on the general market trends. This winery adapted its use of particular grape types more quickly than the national average and has now established a pattern reflecting its expertise with fortified and red wines and regional characteristics.

Details

International Journal of Wine Marketing, vol. 6 no. 2
Type: Research Article
ISSN: 0954-7541

Keywords

Open Access
Article
Publication date: 8 March 2022

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…

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.

Details

International Journal of Wine Business Research, vol. 34 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 1 October 1995

Philippe Boucheron

Describes and discusses some of the recent evidence which indicatesthat regular consumption of a moderate amount of red wine as part of aMediterranean style diet reduces…

1300

Abstract

Describes and discusses some of the recent evidence which indicates that regular consumption of a moderate amount of red wine as part of a Mediterranean style diet reduces the incidence of coronary heart disease and increases longevity.

Details

British Food Journal, vol. 97 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 4 June 2019

Birgit Gassler, Carina Fronzeck and Achim Spiller

The mechanism by which organic labelling affects consumers’ willingness to pay (WTP) for wine is not yet fully understood. Organic labelling not only transports…

Abstract

Purpose

The mechanism by which organic labelling affects consumers’ willingness to pay (WTP) for wine is not yet fully understood. Organic labelling not only transports information about environmental benefits, but may also influence consumers’ perceptions of quality and taste. The purpose of this paper is to separate the information effect from the perception effect of an organic label on WTP.

Design/methodology/approach

Taste and quality perceptions of 110 German consumers and their WTP for white and red wines were collected in a second-price auction in conjunction with a blind tasting. Each measure was recorded under two experimental conditions: with and without organic labelling. Serial mediation analysis is used to identify the information and perception effect of an organic label on WTP. A moderating effect of commitment to organic consumption is considered.

Findings

Wines marketed as organic are perceived as tastier and of higher quality and value. The organic labelling effect is stronger for committed organic consumers. Mediation analysis confirms perceived better taste as a key driver for WTP, especially for less committed organic consumers. The findings highlight perceptions of wine quality as the main mediator through which organic labelling affects WTP for red wine and for committed organic consumers.

Originality/value

This paper adds to the literature by decomposing the signalling mechanism of organic labelling and by emphasising the role of individual characteristics in determining its magnitude and pathways. Implications from a marketing and wine industry’s perspective are discussed.

Details

International Journal of Wine Business Research, vol. 31 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 1 January 1997

Warwick Murray and Lawrence S. Lockshin

Problems with corks are a major issue in the wine industry. The key problem has been the lack of consumer acceptance of alternative closures. This research used an…

Abstract

Problems with corks are a major issue in the wine industry. The key problem has been the lack of consumer acceptance of alternative closures. This research used an interview and survey approach with 200 wine shoppers in Australia to determine: 1) consumer perceptions of cork problems; 2) acceptance of a synthetic cork with no information provided; and 3) acceptance of a synthetic cork after providing information concerning cork problems and solutions. Consumers who purchased more than one bottle of wine per week had the most problems with corks, but 75% of all consumers interviewed had experienced some problems in the last 12 months. The provision of information was key in gaining consumer acceptance of the synthetic corks. Measures of which attributes of the synthetic corks attracted consumers is also provided along with recommendations for introducing these closures into the marketplace.

Details

International Journal of Wine Marketing, vol. 9 no. 1
Type: Research Article
ISSN: 0954-7541

Keywords

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