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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

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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

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Article
Publication date: 27 September 2011

Jia‐Gui Li, Jin‐Rong Jia, Dennis Taylor, Johan Bruwer and Elton Li

This study aims to explore the nature of Chinese young adults' (CYAs) wine drinking behaviour. It also aims to examine CYAs' wine knowledge and establish whether there are…

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3666

Abstract

Purpose

This study aims to explore the nature of Chinese young adults' (CYAs) wine drinking behaviour. It also aims to examine CYAs' wine knowledge and establish whether there are positive relationships between wine knowledge and wine drinking behaviour variables.

Design/methodology/approach

Information was obtained from a convenience sample of 414 university students in China using the self‐administration data collection method. The nature of CYAs' basic wine knowledge and wine drinking behaviour including wine drinking frequency, venue, and purpose of wine drinking were examined in the survey.

Findings

The majority of CYAs lack even the most basic wine knowledge. Generally, they drink wine infrequently. A large proportion of CYAs prefer red wine (92 per cent) to white wine (7 per cent). Most (60 per cent) CYAs like to drink wine at home, followed by hotels (21 per cent) and restaurants (15 per cent). About 60 per cent of CYAs drink wine for social communication while 27 per cent drink for body health reasons. A high 96 per cent of CYAs consider themselves likely to drink wine in the future. Significant differences exist between the genders in wine knowledge and likelihood of future wine drinking. Strong correlations were found between consumer wine knowledge and frequency and likelihood of future wine drinking.

Research limitations/implications

The paper provides an overview of CYAs' wine drinking behaviour by a convenience sample investigation, which could not elude generalization and simplification. Considerable regional diversity in China compels differentiated regional studies in terms of wine purchasing, wine culture and wine marketing.

Originality/value

The paper contributes a baseline study on CYAs' wine knowledge and wine drinking behaviour. 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.

Details

British Food Journal, vol. 113 no. 10
Type: Research Article
ISSN: 0007-070X

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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: 18 November 2019

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

The globalization of wine markets together with a prolonged decline in wine consumption, especially in traditional wine-producing countries such as Spain, make it more…

Abstract

Purpose

The globalization of wine markets together with a prolonged decline in wine consumption, especially in traditional wine-producing countries such as Spain, make it more relevant than ever to study population segments such as female wine consumers. Such segments could contribute to increasing consumption. The purpose of this paper is to investigate the distinctive features of wine consumption according to gender, identifying sociodemographic profiles of female wine consumers and non-consumers in Tenerife (Canary Islands). The Canarian archipelago is one of the Spanish regions with a long tradition in wine production.

Design/methodology/approach

This study uses data from a survey carried out on a representative sample of 1,028 Tenerife residents. Independent tests and correspondence analyses were performed. Moreover, an ordered mixed logit model was estimated.

Findings

Gender is a determining factor when analysing the frequency of wine consumption. The profiles of female consumers and female non-consumers differ substantially. Considering unobserved heterogeneity in the estimated model also allows us to verify the variability of the effects on the probability of women with the same sociodemographic characteristics having the same consumption pattern.

Research limitations/implications

Non-sociodemographic variables could be considered in this paper.

Practical implications

Marketing strategies should not consider women as a homogenous group.

Originality/value

This study examines in depth the sociodemographic factors that influence the frequency of wine consumption according to gender. It is relevant given the scarcity of studies that analyse these factors. Likewise, unobserved heterogeneity in consumer decisions is taken into account, an aspect that has not been sufficiently considered in wine consumption literature so far.

Details

British Food Journal, vol. 122 no. 1
Type: Research Article
ISSN: 0007-070X

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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

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Article
Publication date: 1 February 2005

Aysu Ozay, Ayse Akyol and M.Omer Azabagaoglu

Large parts of Turkey enjoy the right climate for viticulture. Viniculture for table grapes is an important part of the national economy. However, compared to the…

Abstract

Large parts of Turkey enjoy the right climate for viticulture. Viniculture for table grapes is an important part of the national economy. However, compared to the worldwide wine industry the Turkish wine industry is underdeveloped. Following the worldwide trend of growth in the wine industry the Turkish wine industry has started also to flourish and gain momentum. This article proposes to study the Turkish wine sector, including its historical background, its current situation, and the problems it is facing.

Details

International Journal of Wine Marketing, vol. 17 no. 2
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 26 April 2013

Justyna Matysiewicz and Slawomir Smyczek

Purpose – The purpose of this paper is to identify and analyze factors influencing the mutual relationship between patients and medical units in the virtual environment…

Abstract

Purpose – The purpose of this paper is to identify and analyze factors influencing the mutual relationship between patients and medical units in the virtual environment. Since introduction of the internet and other electronic tools for medical services provision is at the very initial stage, it is necessary to examine factors which condition engagement of patients and medical units in building bilateral relations in a new virtual environment and to develop relationship models on the health services market. Design/methodology/approach – The paper presents findings of the field study conducted in Poland, being a representative market under transition. Surveys were conducted among patients and medical units by means of structured questionnaires. The identification of relationship factors was based on the approach used in consumer behavior models, where the method of the so‐called summary of variables is left behind. Findings – According to research results, the most important factors affecting relationships between patients and medical units in the virtual environment include: the motivation, ability and market opportunity. With respect to patients, the most powerful factor is represented by the ability, whereas with respect to medical units by the market opportunity. Practical implications – Identified factors and developed models may be widely applied in practical operation of medical units, particularly in developing marketing programs for introduction of virtual service and communication tools, as well as in building patient loyalty programs. Originality/value – The paper is one of the first to have defined factors determining relationships on the virtual healthcare market and to have provided useful insights into the subject. Moreover, it constitutes a basis for future studies. The findings can greatly contribute to development of customer behavior and partnership marketing theories.

Details

EuroMed Journal of Business, vol. 8 no. 1
Type: Research Article
ISSN: 1450-2194

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 8 September 2021

Ayse Nil Tosun and Ayfer Ezgi Yilmaz

This study examines the effect of taxes, similar financial liabilities, and demographic variables such as respondent age, company age, and field of operation on the table…

Abstract

Purpose

This study examines the effect of taxes, similar financial liabilities, and demographic variables such as respondent age, company age, and field of operation on the table wine market in Turkey.

Design/methodology/approach

An online survey was conducted on the wine producers and importers via SurveyMonkey. Thirty-six survey questions were answered using a five-point Likert scale. The responses obtained from 51 owners and administrators of wine companies were analyzed using the Statistical Package for the Social Sciences 23 program.

Findings

Excise and value-added taxes affected the amount and price of table wine production in Turkey, whereas the banderole affected quality and price. The excise tax, value-added tax, banderole, Resource Utilization Support Fund, customs duty, and authorizations also affected the amount, quality and price of table wine imports. Although financial liabilities such as the banderole, Resource Utilization Support Fund and authorizations required for import do not constitute a heavy load on wine costs, they do have similar effects as other taxes on table wine imports.

Research limitations/implications

A limitation of this study was its sample size. Only 51 individuals responded, as it was an online questionnaire. However, this did not compromise the representativeness of the sample with regard to the company's field of operation (production and import of table wine), lending credibility to the opinions provided.

Originality/value

This study establishes that, contrary to popular belief, decisions regarding wine production and import are not solely affected by a heavy tax burden. Other factors, such as the banderole, Resource Utilization Support Fund, ages of companies and respondents and authorizations required for import, which are not viewed as a heavy burden in monetary terms, also prove to be decisive.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

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