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Article
Publication date: 1 February 2001

Robert Eyler

American wineries have taken marketing steps toward attracting consumers. They employ tasting scores to augment and solidify market share. According to Oster (1999) and Porter…

Abstract

American wineries have taken marketing steps toward attracting consumers. They employ tasting scores to augment and solidify market share. According to Oster (1999) and Porter (1985), competitive advantage comes from either cost advantages or product differentiation. American wineries use tasting scores they receive from experts as the basis for product differentiation and raising prices. To achieve competitive advantage, the product must be seen as important and an improvement in the market, while simultaneously lacking imitation. This article looks at how tasting scores given by wine experts may affect American firms' competitive advantage, barring entry by importing rivals, such as Australian firms. If these tasting scores provide product importance and improvements, while delivering a product that lacks imitation, competitive advantage may result. If importers to the US realise this, these firms can undermine American advantages, increase competition, and gain market share through their own competitive advantages.

Details

International Journal of Wine Marketing, vol. 13 no. 2
Type: Research Article
ISSN: 0954-7541

Keywords

Open Access
Article
Publication date: 10 May 2023

Terry Lease, Marni Goldenberg, Matt Haberland and Sam Wallan

The paper has a twofold purpose: (1) to test the application of means-end theory to providers of hospitality goods and services, and (2) to explore this question in the context of…

Abstract

Purpose

The paper has a twofold purpose: (1) to test the application of means-end theory to providers of hospitality goods and services, and (2) to explore this question in the context of winery tasting rooms when they had a unique opportunity to restructure their hospitality experience due to government restrictions in response to COVID.

Design/methodology/approach

A qualitative approach was adopted, and a convenience sample was used to conduct semi-structured laddering interviews. Forty interview transcripts were coded as means-end ladders, which were analyzed using a custom computer program to develop the implication matrix and the hierarchical value map.

Findings

This paper demonstrates that means-end is a useful approach to investigate the values and behaviors of the producer, specifically hospitality hosts. It finds that the principal goal of tasting rooms is to generate sales, and offering a compelling guest experience is the characteristic that contributes the most to achieving that goal. The staff and the atmosphere created for the guests are the two factors with the greatest influence on the guest experience.

Originality/value

This is the first paper to use means-end theory to study the hospitality host, or the producer of goods and services in general, and the first to study winery hospitality primarily through the lens of means-end theory. The study also helps fill a gap in research on tasting room sales focused on the winery’s goals.

Details

International Hospitality Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2516-8142

Keywords

Article
Publication date: 15 June 2010

Marija Cerjak, Rainer Haas and Damir Kovačić

The aims of this paper is to determine, via an empirical study of beer consumers in Croatia, the influence of tasting on the validity of conjoint analysis (CA) under presence of…

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Abstract

Purpose

The aims of this paper is to determine, via an empirical study of beer consumers in Croatia, the influence of tasting on the validity of conjoint analysis (CA) under presence of familiar or unfamiliar brands.

Design/methodology/approach

The research comprised a face‐to‐face survey with 403 beer consumers. The respondents were divided into four groups regarding CA experiment (familiar/unfamiliar beer brand in combination with presence or absence of beer tasting). CA validity was measured with five criteria: face validity, convergent validity, internal validity, predictive validity and subjective evaluation of conjoint task. In addition to the CA experiment, a structured questionnaire was used consisting of a few questions regarding respondents' socio‐economic characteristics, beer purchasing, and consuming behaviour.

Findings

The research results confirmed that tasting as an additional presentation method has significant influence on validity of CA. However, the results of the study indicate that tasting should be used as a stimulus presentation method for CA with food and beverage products/brands, which are unfamiliar to the consumers. When testing familiar brands and brands with established perceptions, simpler and less expensive verbal stimulus presentation can be used.

Practical implications

According to the research results, it could be concluded that when performing CA with strong familiar brands, it is not necessary to use CA with tasting since tasting increases research complexity and costs and it does not achieve better results. However, tasting as a stimuli presentation method gives better results than pure verbal CA in the case of unfamiliar brands.

Originality/value

The paper is one of the first to deal with tasting as a presentation method in conjoint analysis and its results have direct implications for the future use of CA with food and beverages.

Details

British Food Journal, vol. 112 no. 6
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 11 March 2014

Marin Shapiro and Miguel I. Gómez

– The purpose of this paper is to study the linkages between customer satisfaction (CS) and sales performance among wineries in New York State's Finger Lakes region.

1995

Abstract

Purpose

The purpose of this paper is to study the linkages between customer satisfaction (CS) and sales performance among wineries in New York State's Finger Lakes region.

Design/methodology/approach

A survey instrument was used to collect data from visitors to winery tasting rooms in the Finger Lakes. Responses from 457 visitors were collected from nine wineries during the period June 2010 through November 2010. The authors used a factor analysis to identify the primary drivers of CS. Then, the authors modeled the relationship between these drivers and overall CS and assessed the impact of CS on sales, purchase and repurchase intentions.

Findings

The authors found five principal drivers of CS: ambience, tasting protocol, service, retail execution, and tasting experience. Of these, ambience and service exerted the most influence on overall CS. Furthermore, as expected, CS significantly influences purchase intentions, the amount of dollars spent and quantity purchased.

Practical implications

The results provide valuable information to winery tasting room managers/owners on measures they can use to improve sales performance. Identifying attributes of the tasting room that generate a positive customer reaction can help winery managers/owners make profit-maximizing decisions.

Originality/value

While the links between CS and sales performance have been established in other product sectors, few studies have focused on a comprehensive assessment of CS and sales performance in wine tasting rooms.

Details

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

Keywords

Article
Publication date: 11 March 2014

Lauren Thomas, Miguel I. Gómez, Christopher James Gerling and Anna Katharine Mansfield

The purpose of this paper is to study the impact that tasting sheet sensory descriptors have on wine sales in tasting rooms that rely on direct-to-consumer sales to sell the…

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Abstract

Purpose

The purpose of this paper is to study the impact that tasting sheet sensory descriptors have on wine sales in tasting rooms that rely on direct-to-consumer sales to sell the majority of their wines, such as those in New York wine regions.

Design/methodology/approach

Nine tasting rooms participated in the study that took place on weekends (Friday, Saturday, and Sunday) during a six-week period in July and August 2012. Tasting rooms alternated tasting sheets by weekend, one including sensory descriptors and one omitting sensory descriptors. At the end of each weekend, tasting room managers compiled information on daily wine bottle and (in the case of seven wineries) dollar sales. A multivariate statistical model was created to measure the relationship between the treatment (tasting sheet with or without descriptors) and wine sales, controlling for other variables that could influence wine sales.

Findings

The authors found that both bottle and dollar sales were higher when tasting sheets without sensory descriptors were used, with dollar sales statistically significant at the 10 percent level. Other variables that impacted wine sales included the specific tasting room, the day of the weekend, and festivals occurring in the area.

Practical implications

Many tasting rooms, particularly in New York, rely on the tasting room for the majority of wine sales. Determining factors that affect sales can help tasting room managers/owners optimize the tasting room experience for maximized profits.

Originality/value

While there have been studies involving the impact of descriptors on sales of food and wine products, these studies have all taken place in a grocery store or restaurant setting where many different brands and varieties are offered. There has been no research studying the impact of descriptors on wine sales in the tasting room, where tasters have a limited selection and an option to sample products before purchasing. There has also been little research studying aspects of tasting sheets.

Details

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

Keywords

Open Access
Article
Publication date: 24 September 2019

Liwei Hsu and Yen-jung Chen

Music has a priming effect on product selection. The purpose of this paper is to extend the current understanding on this issue using an experimental design incorporating…

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Abstract

Purpose

Music has a priming effect on product selection. The purpose of this paper is to extend the current understanding on this issue using an experimental design incorporating behavioural and brainwave data.

Design/methodology/approach

An experiment with 40 participants was conducted to explore how and why wine tasting preferences would be primed by different genres of musical stimuli. Electroencephalographic measurement was adopted to measure participant brainwave activity in two experiments, each involving two rounds of wine tasting, and the treatment was administered between the two rounds.

Findings

Significant associations between the musical stimulus genre and participant change in wine selection were found, and the musical stimuli resulted in different brainwave activities because participant β and γ wave activities significantly differed in the first and second wine tasting rounds. Correlational analyses indicated that α, β and γ wave activities generated by the musical stimuli were significantly but negatively correlated with α wave activity. α wave activity in the musical stimulus phases was significantly negatively correlated with β wave activity in the second round of wine tasting, and the other associations were significant and positive.

Originality/value

This study highlighted the priming effect of musical stimuli in wine tasting. Empirical evidence derived from experimental research was analysed with behavioural and brainwave data. This study’s original contribution is that it explored wine tasting preferences from a neuromarketing perspective. The results of this study can provide empirical evidence on how to effectively use music in marketing strategies.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 25 September 2019

Matti Haverila, Kai Haverila and Mehak Arora

The purpose of this study is to compare satisfied and non-satisfied customers in the context of wine tasting rooms using the SERVQUAL model and to examine the relationships in the…

Abstract

Purpose

The purpose of this study is to compare satisfied and non-satisfied customers in the context of wine tasting rooms using the SERVQUAL model and to examine the relationships in the model in terms of service experience to better understand customer needs.

Design/methodology/approach

The data used in this study were derived from a survey conducted among wineries in British Columbia, Canada. Analysis of survey results using the partial least squares structural equation modeling was undertaken. Sample size was 402.

Findings

The findings show that the SERVQUAL constructs that had the most impact on customer satisfaction and dissatisfaction were tangibility and assurance. Somewhat surprisingly, the perceived value for money construct was not significantly related to customer satisfaction but was significantly related to repurchase intent. Furthermore, all SERVQUAL constructs, except the reliability construct, were significantly related to customer satisfaction.

Originality/value

This study provides an overview of how wineries can improve their services to increase the number of satisfied customers.

Details

International Journal of Wine Business Research, vol. 32 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 9 August 2018

Armand Viljoen, Martinette Kruger and Melville Saayman

The role and importance of arts festivals are well documented within the festival and events literature. Art and culture, as well as the subsequent enhancement thereof, are…

Abstract

Purpose

The role and importance of arts festivals are well documented within the festival and events literature. Art and culture, as well as the subsequent enhancement thereof, are especially significant in multicultural societies. However, little is known regarding the role of culinary experiences within an arts festival setting. The paper aims to discuss these issues.

Design/methodology/approach

The case study was a well-known and popular Afrikaans national arts festival held annually in Potchefstroom, South Africa. Visitors to three distinct tasting experiences (brandy, whisky and sparkling wine, including Méthode Cap Classique), offered as part of the festival programme, were surveyed.

Findings

In the analyses, 292 completed questionnaires were included, which revealed three managerial factors for a successful tasting experience, as well as six tasting experience dimensions. In all cases, the experiences exceeded the expectations. This research greatly contributes towards the body of knowledge regarding tasting experiences at national arts festivals, an aspect that has not been researched to date.

Practical implications

Based on the results, practical implications are provided to enhance the current tasting experiences as well as visitor loyalty. This research is a stepping stone towards understanding the needs and preferences of the visitors, as well as identifying how the festival can capitalise on delivering these experiences.

Originality/value

This research identified for the first time the factors that contribute to a memorable tasting experience, as well as evaluated the tasting experience dimensions.

Details

International Journal of Event and Festival Management, vol. 9 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 29 May 2020

Matti Haverila, Kai Haverila and Jenny Carita Twyford

Relying on importance–performance theory, this paper uses a distinctive statistical analysis instrument to investigate the importance and performance of crucial wine tasting room…

Abstract

Purpose

Relying on importance–performance theory, this paper uses a distinctive statistical analysis instrument to investigate the importance and performance of crucial wine tasting room constructs and indicators with a purpose to make real and tangible recommendations for wine tasting room managers to improve the winery visit experience.

Design/methodology/approach

The surveys (N = 402) were conducted among 14 wineries in British Columbia, Canada. The data was analysed by using partial least squares structural equation modelling software SmartPLS with importance–performance functionality embedded in it.

Findings

The findings indicate the importance and performance of the service quality constructs, assurance, empathy, reliability, responsiveness, and tangibility and their respective indicator variables in importance–performance map analysis (IPMA). The responsiveness construct showed the highest need for improvement in terms of performance of exogenous service quality constructs in wine tasting rooms. Empathy, value for money and reliability constructs got “no change” recommendation and “tangibility” and “education” recommendation. The assurance construct was not significantly related to customer satisfaction and was not included in the IPMA analysis.

Originality/value

The approach provides an easy to use and visual tool for wineries to assess the importance and performance of the various service quality elements. The tool provides the management of wineries guidance for the identification of strategic areas of service quality improvement.

Article
Publication date: 6 November 2009

Larry Lockshin and David Knott

The purpose of this paper is to focus on both the sales effects of free wine tastings and the effects on attitudes towards future purchases four weeks after the tastings.

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Abstract

Purpose

The purpose of this paper is to focus on both the sales effects of free wine tastings and the effects on attitudes towards future purchases four weeks after the tastings.

Design/methodology/approach

Store scanner data for the four weeks before and after each of ten wine tastings are used to measure the effect tastings had on sales. A total of 170 consumers, who attended a free tasting in wine shops across 4 cities, are interviewed as they leave the store and 37 of these consumers respond to a call back survey one month after the free tasting.

Findings

Scanner data shows a 400 per cent increase in sales of the wines tasted on the day of tasting, and a small but significant effect on sales during the four weeks afterwards. The survey shows that there is no difference in purchasing between those attending a tasting with the intention to purchase and those just stopping by. Both groups purchase at about the same rate. Only about 33 per cent of the attendees purchase; the other two‐thirds are boozing.

Research limitations/implications

Free tastings boost immediate sales just like most price promotions, but the effect on the intention to purchase is stronger for those who made a purchase. The study is conducted in one country among a small number of buyers, which limits its generalisability.

Practical implications

The results and implications of this research can be used by retailers and wine companies to make more informed decisions about free tastings. From this small study, attracting the maximum number of tasters to increase sales and long‐term purchasing intentions would be recommended.

Details

International Journal of Wine Business Research, vol. 21 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

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