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Article
Publication date: 1 February 2003

Simone Pettigrew

While the wine market is significant in Australia, very little has been done in the way of consumer research to investigate Australians' attitudes towards the product…

Abstract

While the wine market is significant in Australia, very little has been done in the way of consumer research to investigate Australians' attitudes towards the product. This study explored the physical and social contexts that are considered appropriate for wine consumption in Australia. Interviews were conducted with 82 adults, adolescents, and children across three Australian states. The findings indicate that the apparent preference of females for wine over other forms of alcohol is contrived by the social environment in which Australians live and consume, as is the tendency for many men to avoid wine consumption in particular informal contexts. Wine marketers need to be aware of the extent to which different segments of the population adhere to the social norms surrounding wine consumption in order to select appropriate ways to attempt to integrate wine more fully into a wider range of consumption contexts.

Details

International Journal of Wine Marketing, vol. 15 no. 2
Type: Research Article
ISSN: 0954-7541

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Book part
Publication date: 23 September 2005

Ingeborg Rossow

The study aimed at assessing whether diffusion theory may be applicable to explain the increasing trends in consumption of table wine in Norway over a four-decade period…

Abstract

The study aimed at assessing whether diffusion theory may be applicable to explain the increasing trends in consumption of table wine in Norway over a four-decade period. Data comprised a series of eight cross-sectional surveys from 1962 to 1999 in national samples of adults. The results indicated that diffusion theory might in part be applicable to explain the trends in wine consumption in Norway. Thus, early adopters were characterized by high social status and being more “cosmopolite”. Yet, the typical S-shaped curve for adoption rate was not found, nor the expected association between wine consumption and social network.

Details

Substance Use: Individual Behaviour, Social Interactions, Markets and Politics
Type: Book
ISBN: 978-1-84950-361-7

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Article
Publication date: 22 March 2021

Mª Carolina Rodríguez-Donate, Margarita E. Romero-Rodríguez and Víctor Javier Cano-Fernández

This paper compares the socio-demographic features, wine consumption preferences and habits of individuals of Generations X and Y. The influence of age, as a life cycle…

Abstract

Purpose

This paper compares the socio-demographic features, wine consumption preferences and habits of individuals of Generations X and Y. The influence of age, as a life cycle effect, on individuals' consumption preferences from the same generation is analysed. In addition, the generational effect and period effect on consumption by each generation are studied to ascertain changes in preferences due to specific values of their birth cohort or period.

Design/methodology/approach

Mixed ordered logit models are estimated to identify which traits influence the probability of consuming a certain quantity of wine for each generation. The variability of the effects of different variables on the consumption decision is analysed in depth, as a reflection of the unobserved heterogeneity present in individuals' decisions. For this purpose, data from two exhaustive surveys carried out in Tenerife (Canary Islands) over a time interval of 13 years are used.

Findings

Individuals' age and period are relevant factors in the consumption decision. There are some similarities in the behaviour of both generations, although the variability of the effects of some individual traits is greater for Generation X.

Originality/value

This paper contributes to a better understanding of the profile of wine consumers from different generations through a joint analysis of age effects, period and cohort, which have rarely been addressed jointly in the literature. In addition, it provides an exhaustive analysis of the heterogeneity in consumption preferences that highlights the variability of the effects found.

Details

British Food Journal, vol. 123 no. 11
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 1 January 2005

Steven S. Cuellar and Aaron Lucey

One of the biggest obstacles facing wine producers today is attracting entry level drinkers. The wine industry has attempted to gain access to this market with a variety…

Abstract

One of the biggest obstacles facing wine producers today is attracting entry level drinkers. The wine industry has attempted to gain access to this market with a variety of fruit flavoured products appealing to a younger palate. Ostensibly, one of the goals of wine producers is to produce some brand loyalty which they hope will carry over to the main product line. This article tests the hypothesis that appealing to consumers with entry level products will result in consumption of the main product line. The article begins with an overview of wine consumption in the US. They then present a theoretical model of consumer behaviour in which the consumption of entry level products leads to consumption of main product lines. Using data on wine and wine cooler consumption for fifty states and the District of Columbia for the years 1980–2001, the results show that wine coolers did not act as a gateway to wine consumption.

Details

International Journal of Wine Marketing, vol. 17 no. 1
Type: Research Article
ISSN: 0954-7541

Keywords

Content available
Article
Publication date: 18 November 2019

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…

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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.

Details

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

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Article
Publication date: 17 September 2019

Diletta Acuti, Valentina Mazzoli, Laura Grazzini and Rinaldo Rinaldi

The purpose of this paper is to advance the understanding of wine by the glass (WBG) consumption as a new growing trend in wine consumption. To this end, the roles of risk…

Abstract

Purpose

The purpose of this paper is to advance the understanding of wine by the glass (WBG) consumption as a new growing trend in wine consumption. To this end, the roles of risk perception, wine involvement and variety seeking are investigated in determining WBG purchase intentions.

Design/methodology/approach

Two studies based on a scenario-based survey have been conducted. In Study 1 (n=248), the relationship between WBG risk perception and WBG purchase intention mediated by variety seeking is tested. In Study 2 (n=200), the relationship between wine involvement and WBG purchase intention with the mediating role of variety seeking is analysed.

Findings

Results show that variety seeking plays a key role in determining WBG purchase intentions considering both WBG perceived risk and wine involvement as independent variables.

Research limitations/implications

The study advances the literature on WBG consumption by enclosing the psychological mechanism (i.e. variety seeking) behind consumers’ WBG purchase intentions. The main limitation of this study lies in it being conducted in a single country (i.e. Italy).

Practical implications

This paper provides useful guidelines for wine managers. Specifically, variety seeking can attract consumers in new wine-consuming places based on a rich assortment. Moreover, it can present a challenge to wine producers in creating brand loyalty.

Originality/value

Although WBG is a growing trend in wine consumption, empirical studies are still scant and a deeper comprehension of its antecedents and consequences is needed. By showing variety seeking as the mechanism behind WBG consumption, this study offers a new theoretical explanation of this phenomenon.

Details

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

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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: 12 February 2018

James Joseph Taylor, Mark Bing, Dennis Reynolds, Kristl Davison and Tanya Ruetzler

Wine sales are at the highest volumes ever and warrant a robust understanding of consumption behavior. Consequently, this study aims to examine intrinsic motivational…

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1390

Abstract

Purpose

Wine sales are at the highest volumes ever and warrant a robust understanding of consumption behavior. Consequently, this study aims to examine intrinsic motivational factors (e.g. personal attributes) – those that push the consumer toward wine products – and the extrinsic motivational product attributes (e.g. situational attributes) those that draw – or pull – the consumer toward wine products.

Design/methodology/approach

A model has been tested in which intrinsic and extrinsic motivations interacted to predict personal involvement (PI) with wine, which in turn predicted wine consumption, forming a mediated moderation model.

Findings

Support has been found for a mediated moderation model of wine consumption. Thus, this study improves the understanding of how interactive motivations are mediated by PI in their influence on wine consumption.

Research limitations/implications

The sample is limited to participants in the National Restaurant Show, and thus the results may be limited to the sample investigated.

Practical implications

The findings suggest using intrinsic and extrinsic motivational factors and PI with wine to influence marketing strategies.

Social implications

This study has helped to expand the understanding of interactive and mediating forces that drive wine consumption.

Originality/value

Although previous research proposed that motivational factors interact to predict wine consumption, this interaction has not been tested empirically prior to the current study. Therefore, this study adds new insights into wine consumption by demonstrating that intrinsic and extrinsic motivators interact to predict PI with wine, which subsequently predicts wine consumption in a holistic, mediated moderation model.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 2
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 29 September 2021

Raúl Compés, Samuel Faria, Tânia Gonçalves, João Rebelo, Vicente Pinilla and Katrin Simon Elorz

This study aims to provide a better understanding of the behaviour of wine consumers in a completely new and unexpected setting, that is, a forced lockdown due to the…

Abstract

Purpose

This study aims to provide a better understanding of the behaviour of wine consumers in a completely new and unexpected setting, that is, a forced lockdown due to the COVID-19 pandemic. It seeks to explain consumer decisions and the probability of changes occurring in wine expenditure compared to a normal situation.

Design/methodology/approach

The empirical analysis, conducted on a representative sample of Iberian consumers and based on the random utility theory, consists in the application of a multinomial logit model, setting the “usual” pattern of expenditure as a baseline category.

Findings

The results show that the coronavirus pandemic could have changed alcohol drinking habits. Consumers generally spent less on wine during the lockdown, maybe due to the uncertainty regarding their future income and professional situation. Those people more likely to spend more on wine were those who increased their wine consumption during the lockdown, those who drank for romantic purposes, those who purchased less wine in supermarkets but more online, those who used a wine app and those living in urban areas. The increased consumption of other alcoholic beverages also increases the probability of spending less than usual on wine. Additionally, the absence of certain reasons for drinking wine other than social purposes, such as wine and food pairing, its taste and relaxing effects, together with the previous consumption pattern leads to a decrease in the probability of spending less per bottle.

Originality/value

This paper makes a significant contribution to the understanding of the determinants of wine consumption in a very abnormal setting, an imposed lockdown and provides important policy implications. The findings show that managers and policymakers should pay attention to the different influence of variables related to behaviour and consumption patterns that may contribute to an increase in the demand for less expensive wines. Specifically, they should focus on new consumption patterns that may arise, adapting the supply chain and defining appropriate marketing strategies to fill new market segments.

Details

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

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Article
Publication date: 26 June 2021

Gergely Szolnoki, Stylianos Filopoulos, Claudia Stein-Hammer and David Brazsil

The health effects of alcoholic beverages and the differentiation between moderate consumption and alcohol abuse are discussed controversially in medicine, sociology and…

Abstract

Purpose

The health effects of alcoholic beverages and the differentiation between moderate consumption and alcohol abuse are discussed controversially in medicine, sociology and politics. Therefore, this paper aims to analyse how consumers assess the relation among health, wine consumption and alcohol abuse.

Design/methodology/approach

A representative survey in Germany and in Hungary was conducted with 2,000 and 1,500 respondents, respectively. The survey included questions regarding the assessment and definition of alcohol abuse and moderate wine consumption.

Findings

The results show that in Hungary, moderate wine consumption is defined similarly as in Germany; on the contrary, in the case of alcohol abuse, there are significant differences. Regardless of cultural background, the respondents agreed that excessive wine consumption harms health and certain consumer groups (pregnant women or people under 16 years old) should avoid drinking wine.

Practical implications

These findings can contribute to a long-term goal-oriented wine in moderation strategy for consumers and support policy advice on moderate and excessive wine consumption.

Originality/value

The results help to understand how consumers perceive moderate and excessive wine consumption in everyday life, and how they judge wine as an alcoholic beverage. To the best of authors’ knowledge, there has not been similar study published on the perceptions of wine consumers in this regard, neither in Germany nor in Hungary.

Details

International Journal of Wine Business Research, vol. 33 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

1 – 10 of over 5000