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1 – 10 of 718Alessandro 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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Markus Filter and Chris D. Pentz
This study contributes to the scant research on dealcoholised wine from a consumer behaviour perspective by providing insight and reporting on the attributes that South African…
Abstract
Purpose
This study contributes to the scant research on dealcoholised wine from a consumer behaviour perspective by providing insight and reporting on the attributes that South African Generation Y consumers prefer when purchasing dealcoholised wine.
Design/methodology/approach
A two-phased research approach was adopted, involving a main quantitative phase, preceded by a qualitative phase. Data were gathered from 626 South African Generation Y respondents by means of a questionnaire. The best–worst scaling method was applied to 13 selected dealcoholised wine attributes, to measure the level of importance of each attribute. To gain more insight on the data, the best-worst scaling scores were further standardised to a probabilistic ratio scale.
Findings
“Taste”, “price” and “I have tried it before” were the most important attributes that respondents considered when purchasing dealcoholised wine. Furthermore, “taste” was by far the most important of all the attributes. The attributes of “back label”, “attractive front label” and “brand name” were identified as the least important by the respondents, suggesting that they did not consider the visual elements of a bottle of dealcoholised wine as particularly important in their purchasing decision.
Originality/value
The findings of this pioneering study contribute to the lack of knowledge about dealcoholised wine from a consumer behaviour and marketing perspective, and provide insights and strategies that can be used by stakeholders to enhance the dealcoholised wine market in South Africa.
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Nicola Cobelli and Georgina Wilkinson
The purpose of this study is to explore South African and Italian consumers' attitude toward online wine purchasing. In detail, through the application of the technology…
Abstract
Purpose
The purpose of this study is to explore South African and Italian consumers' attitude toward online wine purchasing. In detail, through the application of the technology acceptance model (TAM), this research intends to explain the antecedents of consumers actual online purchasing of wine in South Africa and Italy.
Design/methodology/approach
Two questionnaire-based surveys were conducted, yielding a sample of 190 consumers in South Africa and 179 in Italy. Data were analyzed through several techniques including t-tests, principal component factor analyses, and binary logistic regressions.
Findings
Overall, the findings show that South African and Italian online wine consumers are more similar than the offline wine consumers. However, perceived usefulness has an impact on the use of the online channel to purchase wine in Italy but not in South Africa, whereas perceived complexity has an effect in South Africa but not in Italy.
Research limitations/implications
This study adopts a convenience sampling technique, suggesting that the used samples are not representative of the whole population. Moreover, TAM offers a simple and clear understanding of the actual use of wine e-commerce but overlooks other potential explanatory factors.
Practical implications
Targeting online wine consumers in South Africa and Italy opens up the opportunity for using cross-national highly standardized product and communication strategies. However, different approaches are required to convert offline wine consumers to online wine consumers in South Africa and Italy.
Originality/value
This is the first cross-national study investigating consumers' attitude toward online wine purchasing in South Africa and Italy. Moreover, it offers a comparison of online and offline wine consumers in the two countries. In addition, the research offers a new point of view over consumers of Italy and South Africa, two important countries in terms of wine production and consumption that can be very beneficial for wineries owners and managers.
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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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Elena Barbierato, Danio Berti, Silvia Ranfagni, Luis Hernández-Álvarez and Iacopo Bernetti
The main purpose of this study is to analyze how consumers’ visual attention to wine label design correlates with their preferences. Accordingly, this study uses quantitative…
Abstract
Purpose
The main purpose of this study is to analyze how consumers’ visual attention to wine label design correlates with their preferences. Accordingly, this study uses quantitative eye-tracking metrics to understand which design proposal has greater visual salience. A more specific objective was to assess which design proposal was preferred to be marketed.
Design/methodology/approach
The experiment involved evaluating of three different labeling proposals of an Italian winery. Infrared eye-tracking was used to measure implicit eye movements on the three bottles displayed, simultaneously, on a computer screen. A generalized linear model was used to test how consumers' visual attention to wine label design correlated with their preferences.
Findings
The design proposals were evaluated significantly differently, with one set being preferred. In general, a strong positive relationship was found between pausing to peruse a specific design proposal and making an explicit choice of the same bottle.
Research limitations/implications
The main limitation of the experiment concerns the sample interviewed. As the sample is homogeneous, the results may not be generalizable to other segments. Furthermore, the addition of electroencephalographic devices that monitor brain activity could provide crucial information for understanding consumer behavior during the purchase decision-making process.
Practical implications
Eye-tracking methods could be useful for designers and wine producers during the evaluation process of design projects.
Originality/value
The use of eye-tracking for evaluating design proposals before placing a product on the market is relatively novel. This method provides objective, quantitative and predictive information on consumer preferences contributing guidelines to designers and marketers during the product conception phase.
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Deonir De Toni, Rogério Pompermayer, Fernanda Lazzari and Gabriel Sperandio Milan
The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand…
Abstract
Purpose
The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention.
Design/methodology/approach
The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process.
Findings
This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage.
Originality/value
One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.
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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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Maurizio Lanfranchi, Angela Alibrandi, Agata Zirilli, Georgia Sakka and Carlo Giannetto
The purpose of this paper is to attempt to outline the standard profile of the typical wine consumer, by identifying some relevant features that can influence his/her purchasing…
Abstract
Purpose
The purpose of this paper is to attempt to outline the standard profile of the typical wine consumer, by identifying some relevant features that can influence his/her purchasing choices. Therefore, the purpose of the research is to identify the pre-eminent attributes for wine consumers and the different levels of importance that consumers ascribe to the attributes identified at the time of purchase.
Design/methodology/approach
In order to collect the necessary data, an ad hoc questionnaire was utilized. The questionnaire, which was anonymous, was directly distributed with the face-to-face method. In total, 1,500 copies of the questionnaire had been prepared. The data collected were processed through the use of the binary logistic regression model and the ordinal logistic regression model. The first binary logistic regression model allows to evaluate the dependence of the dichotomous variable on some potential predictors. The ordinal logistic regression model, known in literature as a cumulative model of proportional quotas, is generally appropriate for situations in which the ordinal response variable has discrete categories.
Findings
The results returned by the elaboration of the binary logistic regression model refer to the influence of the variables sex, age, educational status and income on the “wine consumption” result, which is a dichotomous variable. The only variables found to be statistically significant are gender and educational status. The most significant variables that emerged from the implementation of the ordinary logistic regression model are gender, brand, choice based on price, place of production, harvest and certification. The analysis carried out has shown that with reference to wine as a product, it is essential to focus on several attributes, among which there are of course quality and brand.
Research limitations/implications
Although field experiments are extremely useful for testing behavioral hypotheses, they are often limited by a small sample. Future research in this area might focus on the knowledge level of sustainable wine of the consumer. In relation to the knowledge of the characteristics of the wine, it is possible to estimate the willingness to pay a surplus for a wine produced with sustainable methods by the consumer and the possible level of price premium.
Originality/value
The originality of the research lies mainly in a deeper knowledge of wine consumption trends. This information is useful to better define the wine market and to allow, especially to small businesses, to establish effective marketing strategies in relation to the real preferences of consumers and the decision-making process of choice put in place by them. In order to achieve this, the influence of all the variables on the “satisfaction of wine consumption” result was evaluated. The strength of this paper is the use of an adequate statistical approach based on the use of models, typical of inferential statistics, to reach conclusions that can be extended to the entire population of wine growers.
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Luigi Servadio and Jacob Ostberg
This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the…
Abstract
Purpose
This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the Swedish state influenced consumers' alcohol habits and highlights the role of governance units in shaping consumer culture.
Design/methodology/approach
The study reconstructs the historical memory of the “Operation Vin”, a strategic marketing campaign implemented by Systembolaget from 1957 to 1985, to conceptualize the past and to uncover the structures and change dynamics of the Swedish alcohol market system. Following this approach, the research contrasts historical data from multiple sources with market-oriented ethnographical data and traces the trajectory of how the consumption of alcohol has changed as a consequence of the Swedish state’s initiatives.
Findings
The study offers two contributions to the literature in marketing and consumption history. Firstly, it uncovers the lines of actions (framing and settlement) involved in creating marketing systems and shaping consumer culture. Secondly, it explores how the state strategically leveraged its social skills to promote a specific type of alcohol consumption (wine) and to induce the Swedish consumer to cooperate in the refashioning of the alcohol field.
Social implications
The authors aspire for this paper to offer valuable insights into how a state, as a governance entity, can shape consumer culture through a strategic blend of various regulatory measures, both gentle and forceful. The authors emphasize the pivotal role of social skills in fostering cooperation during the implementation of a new alcohol policy.
Originality/value
This paper provides valuable insights into the role of the Swedish state in shaping consumer culture and explores the strategic actions and marketing systems involved, contributing to marketing and consumption history literature.
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Wang 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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