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Article
Publication date: 1 February 2005

Art Thomas and Gary Pickering

Some wine marketing studies make reference to the importance of Generation‐X as the next wave of wine drinkers, but draw attention to a glaring fact; this next generation is…

405

Abstract

Some wine marketing studies make reference to the importance of Generation‐X as the next wave of wine drinkers, but draw attention to a glaring fact; this next generation is consuming less wine than national averages. Whilst considerable amounts of information about Generation‐X exist, few studies have addressed their underlying wine purchasing behaviours. A mock label for a red and white wine was developed and respondents were asked to indicate their probability of purchase and the price they would pay. A range of wine purchasing behaviour questions were included. A questionnaire was randomly presented in a mail survey to 1,144 New Zealand respondents drawn from a national wine mailing list (n=640) and an academic institution (n=504). No follow‐up was undertaken and a 28% response rate was achieved. Generation‐X wine consumers exhibited more differences than similarities to the older age cohort, with many differences being statistically significant. Whilst Generation‐X purchase wines in a similar fashion, they are mainly light purchasers of bottled wine. Generation‐X respondents showed a stronger likelihood of purchasing a never‐before‐seen wine and place a different emphasis on wine label information. More research on Generation‐X and their behaviours as wine consumers is required.

Details

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

Keywords

Article
Publication date: 29 February 2024

Murray Mackenzie, Karin Weber, Joanna Fountain and Reza Abbasi

This study aims to provide insights into wine consumers in Hong Kong and Mainland China, and the diversity of their behavior, by investigating their motivations, consumption and…

Abstract

Purpose

This study aims to provide insights into wine consumers in Hong Kong and Mainland China, and the diversity of their behavior, by investigating their motivations, consumption and purchasing behavior and segmenting the sample based on wine knowledge and frequency of consumption to identify three distinct clusters that are then profiled.

Design/methodology/approach

Data was collected through an online survey of wine consumers of ethnic Chinese origin residing in Mainland China and Hong Kong, using two methods of recruitment (a convenience sample from wine-related databases, a panel survey undertaken by an international market research firm). The final sample comprised 477 respondents, about equally divided among Mainland Chinese and Hong Kong wine consumers. Analysis of the data using the Statistical Package for Social Sciences for Windows (SPSS) 29 included a series of descriptive analyses, followed by a two-step cluster analysis using an Euclidean distance method.

Findings

Wine knowledge and frequency of wine consumption were relatively higher within the sample as a whole than previous studies, but three distinct consumer segments are evident. There is evidence of a democratization of wine consumption, and a greater focus on wine consumption for enjoyment in relaxed and informal settings. rather than consumption driven by health and status, occurring primarily in commercial or business settings. The dominance of red wine in this market is also declining, and intrinsic cues – specifically, prior experience of the wine – are becoming important in wine purchase decisions.

Originality/value

This study uses a broad sample of wine consumers to identify trends in wine consumption patterns and motivations, and purchase decision-making behavior, of Mainland Chinese and Hong Kong wine consumers. The identification of three clusters of wine consumers offers both points of comparison with previous segmentation research globally and within China, whilst also identifying scope for further research.

Details

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

Keywords

Article
Publication date: 22 March 2011

Thomas A. Brunner and Michael Siegrist

The main objectives of this study are to develop a comprehensive questionnaire and to analyze the nature of wine market segments. Past research has focused on involvement…

5877

Abstract

Purpose

The main objectives of this study are to develop a comprehensive questionnaire and to analyze the nature of wine market segments. Past research has focused on involvement, lifestyle or motives as segmentation criteria. The present study seeks to combine all three perspectives.

Design/methodology/approach

A postal paper‐and‐pencil survey was sent out randomly using addresses from the telephone book in the German‐speaking part of Switzerland, resulting in a final sample size of n=929.

Findings

A principal component analysis identified 17 factors with satisfactory reliability coefficients. Using factor scores, a hierarchical cluster analysis was run, resulting in six wine consumer segments. These segments were further analyzed and described as: the price‐conscious wine consumer; the involved, knowledgeable wine consumer; the image‐oriented wine consumer; the indifferent wine consumer; the basic wine consumer; and the enjoyment‐oriented, social wine consumer.

Research limitations/implications

The methodology used to identify the wine consumer segments was exploratory. It is recommended that future work should continue to develop and validate such a methodology for the wine industry.

Practical implications

Wine producers and marketers should appreciate that there are different segments of wine consumers. The information provided by this research is useful for marketers who seek to gain a competitive advantage through differentiation.

Originality/value

This paper contributes to the academic literature by presenting a useful extension to the available segmentation literature. Combining different approaches for segmenting a market proved to be a fruitful method in identifying wine consumer segments.

Details

British Food Journal, vol. 113 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 9 May 2022

Claudio Aqueveque

The purpose of this paper is to investigate buyers' perceptions and preferences for three different packaging formats of low-priced wines existing in the Chilean market: Brick…

Abstract

Purpose

The purpose of this paper is to investigate buyers' perceptions and preferences for three different packaging formats of low-priced wines existing in the Chilean market: Brick Liquid Carton, Traditional Glass Bottle (0.75 L), and Magnum Glass Bottle (1.5 L). Since differences between these packaging formats do not permit a comparison of intrinsic packaging attributes, a consumer-centered perspective was adopted, with consumption occasion, perceived packages properties and demographic characteristics used as explanatory variables.

Design/methodology/approach

Data were collected through the administration of an online structured questionnaire. The study sample consisted of 433 low-income wine buyers who declared to buy low-priced wine in different package formats.

Findings

Findings reveal that preferences for different packaging options of low-priced wines vary depending on consumption occasion and that there are marginal effects of gender and age on these preferences. Also, results show that buyers' associations of different formats to relevant features are not equal, with perceived differences observed not only in features related to intrinsic package properties but also in terms of the properties of the wine they contain.

Practical implications

The results of this study have several implications for managers in the wine industry. First, and as preferences for alternative formats depend on the consumption occasion, marketing campaigns reinforcing these preferences or showing alternative occasions can be adopted. Second, the BLC format seems to be more accepted by younger consumers, and thus focusing on this segment can be a good alternative for companies selling wine in this format. Finally, firms selling wine in alternative package formats should try to educate or inform consumers about the marginal or null impact of packages on wine properties.

Originality/value

The study sheds light on the perceptions and preferences for alternative package formats within the wine industry, a topic that has been scantly explored. Specifically, it provides valuable marketing insights regarding the impact of consumption occasion on these preferences and the main features associated with the studied formats.

Details

British Food Journal, vol. 125 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 July 2014

Klaus-Peter Wiedmann, Stefan Behrens, Christiane Klarmann and Nadine Hennigs

A deeper understanding of the key drivers of consumer wine perception is a major challenge in the domain of wine marketing. The purpose of this paper is to examine the various…

2080

Abstract

Purpose

A deeper understanding of the key drivers of consumer wine perception is a major challenge in the domain of wine marketing. The purpose of this paper is to examine the various dimensions of customer-perceived value that lead the customers – in general and divided into different age groups – to choose and consume a certain wine.

Design/methodology/approach

In the exploratory study context of examining value-related consumer attitudes and behavioural effects, the drivers and outcomes of wine consumption based on a cross-generation sample, PLS path modelling was considered for the empirical tests of our hypotheses.

Findings

Though there exist differences between Generation X and Generation Y consumers, the empirical results are supportive of the hypothesized positive relations between financial, functional, individual and social perceptions that influence the desire for and the consumption of wine.

Research limitations/implications

For future research, the findings presented in the paper support the importance of enlarging the size of the sample and collecting data in different countries to compare the results on an international level.

Practical implications

Successful wine marketing strategies should focus on the customer's subjective expectations and individual value perceptions by addressing the specific value aspects that are highly relevant for consumer loyalty.

Originality/value

The study results are valuable for researchers, managers and marketers because they address the question of how to measure and forecast the perceived value with the greatest influence on consumerswine choices.

Details

British Food Journal, vol. 116 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 10 February 2020

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…

1381

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.

Details

The TQM Journal, vol. 32 no. 4
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 1 June 2012

Dieter Hoffmann

After a period of 20 years of successful growth in sales in the international wine business, the upcoming International Alcohol Policy is endangering the economic sustainability…

Abstract

Purpose

After a period of 20 years of successful growth in sales in the international wine business, the upcoming International Alcohol Policy is endangering the economic sustainability of the wine business. To reduce alcohol‐caused hazards and harm, the International Alcohol Policy favours taxes and minimum prices for all alcoholic beverages. This policy is based on a large number of empirical studies on the price elasticity of alcoholic beverages. The purpose of this paper is to ask whether higher taxes on alcoholic beverages can solve the problems caused by excessive alcohol consumption or whether they are largely ineffective while producing other sustained damage at the same time.

Design/methodology/approach

The paper evaluates the results of studies on the price elasticity of alcoholic beverages by using the available results of studies on consumer decision making, focusing in particular on the relevance of price elasticity in comparison to the relevance of individually available budgets and prefer ences. In that case the contrast between alcoholics (consumer segment causing alcoholism) and average consumers is analysed using knowledge of the great differences in preferences between consumer segments.

Findings

Wine is highly affected by this alcohol policy due to the expectation of a decrease in overall consumption and the very high costs of alcohol content‐related taxes paid by all wine consumers. The price elasticity of demand for wine is analysed to be much higher than for beer and wine consumers are far away from alcoholism.

Social implications

The big social problem of alcoholism has to be underlined here. This problem and its spread internationally demands an examination of the effectiveness of this alcohol policy on prices and the development of and checks on new instruments for the direct control of alcoholics.

Originality/value

The international alcohol policy is an important field which needs to be analysed scientifically in more depth and in the framework of sustainability, with a focus on harmonizing social, economic and environmental aims. The paper shows that the current instruments used internationally in the alcohol policy cause large economic problems for wine consumers, as well as for wine producers and merchants, without solving the social problems of alcohol‐related hazards and harm.

Details

International Journal of Wine Business Research, vol. 24 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 2 June 2020

Liz Thach, Sam Riewe and Angelo Camillo

The purpose of this paper is to identify the wine consumption preferences and behavior of Gen Z wine consumers in the USA and to determine if and how Gen Z differ from other major…

5013

Abstract

Purpose

The purpose of this paper is to identify the wine consumption preferences and behavior of Gen Z wine consumers in the USA and to determine if and how Gen Z differ from other major generational cohorts in the USA. This study applies the concepts of generational cohort theory to the US wine market to examine similarities and differences between age cohorts and their potential impact on future wine sales.

Design/methodology/approach

A quantitative survey was conducted with a quota sample of 1,136 US wine consumers located in all 50 states. Data analysis included one-way ANOVA analysis to test the null hypothesis that the generational cohort means are equal. If the test detected at least one mean difference across cohorts, then pairwise comparisons were performed to identify, which groups differed. The Tukey–Kramer method was used for all post hoc tests. Basic descriptive statistics were also calculated.

Findings

The results show some parallels in terms of similar consumption levels and a higher preference for red wine across all cohorts. However, on the majority of other common wine consumer research topics, Gen Z shows significant differences. Of specific interest, Gen Z consumers report higher levels of preference for sparkling wine than other cohorts; prefers to drink in social situations; are much more interested in labels and package; make decisions based on varietal and alcohol level and are much more engaged on Instagram and Snapchat social media platforms – all pointed to new marketing tactics needed to reach this new consumer segment.

Originality/value

This is the first empirical wine research study to explore the wine preferences and behaviors of Gen Z in the US market. This is valuable because Gen Z is a very large population of consumers, comprising 32% of the world population (Miller and Wei, 2018) and already represent more than $143bn in buying power (Dill, 2015). They are expected to have a huge impact on consumer products, not only in the USA but also on a global basis. Given that the USA is currently the largest wine market in the world in both volume and value (Wine Institute, 2019; VinExpo, 2018), it is important that research is conducted on this new and powerful generation.

Details

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

Keywords

Article
Publication date: 31 May 2013

Liz Thach, Steve Cuellar, Janeen Olsen and Tom Atkin

The purpose of this paper is to compare and contrast wine sales in neighboring franchise law and non‐franchise law states in order to determine impact on wine price, consumer

Abstract

Purpose

The purpose of this paper is to compare and contrast wine sales in neighboring franchise law and non‐franchise law states in order to determine impact on wine price, consumer choice, consumer satisfaction, and stakeholder perception.

Design/methodology/approach

The study used qualitative interviews with 14 wineries, distributors, and retailers, statistical analysis of Nielsen Scantrack data, and an online survey of 401 wine consumers in Georgia and Florida, USA.

Findings

Results show statistical proof that Florida offers more wine selection and lower wine prices on matching brands than Georgia. Qualitative interviews indicate wineries, distributors, and retailers perceive differences in wine choice, price, and overall operating costs in these two states. However, there was no statistical difference between a sample of 401 consumers from Georgia and Florida when asked about their satisfaction level with wine choice and pricing within their state.

Research limitations/implications

For practical purposes, the research was limited to only two US states. It would be useful to duplicate this study in other states.

Practical implications

Practical implications include the need for new wineries desiring to enter franchise law states to carefully research regulations and distributors before making a commitment, as well as the social issue of less wine choice and higher prices for consumers in Georgia versus Florida.

Originality/value

This is the first empirical study in the USA to focus on the impact of wine franchise laws on consumer choice and wine price. It yields useful information that contributes to the body of knowledge for wine and policy research.

Details

International Journal of Wine Business Research, vol. 25 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 20 March 2009

Eli Cohen

Most marketing researchers use rating scales to understand consumer preferences. These have a range of problems, which can be greatly ameliorated by the use of a new technique…

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Abstract

Purpose

Most marketing researchers use rating scales to understand consumer preferences. These have a range of problems, which can be greatly ameliorated by the use of a new technique, best‐worst scaling (BWS). The purpose of this paper is to demonstrate the BWS method by an empirical example, which demonstrates the steps to design and analyze a BW study.

Design/methodology/approach

A brief critique of ratings and rankings is presented. Then the basic concept of BWS is described, followed by how to use the BW method to explore how Australian and Israeli consumers choose wine in a retail store. The paper demonstrates the design of the questionnaire as well as the steps to analyze and present the results.

Findings

The BWS approach can be easily implemented for research in wine business especially for multicultural comparisons as it avoids scale confounds. After transformation of the best and worst scores of each respondent for each attribute, the data can be analyzed directly using various statistical methods and can be expressed as choice probabilities.

Research limitations/implications

The advantage of BWS is its ability to compare attributes using B−W and B/W scores. The BW method provides a better discrimination of the attributes analyzed.

Practical implications

The simplicity of the analysis and graphical presentation makes a significant contribution to practitioners as the B−W counts and probabilities of attributes are easy to obtain and understand.

Originality/value

This paper presents BWS method in a form that researchers and practitioners can use and adopt for research and market surveys. The paper presents an empirical example using BWS method to determine the importance of wine cues while consumers are choosing wine in a retail store.

Details

International Journal of Wine Business Research, vol. 21 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

1 – 10 of over 5000