Capturing the Younger Wine Consumer

Barber, Nelson; Dodd, Tim H.; Ghiselli, Richard

doi:10.1080/09571260802622225

Cited by 92 publications

(102 citation statements)

References 36 publications

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“…Targeting Generation Y consumers, the specific involvement level is crucial in the consumer's response to wine. Moreover, as in the literature often described (Barber et al, 2008b;Thach and Olsen, 2006), our study supported that Generation Y is striving for fun and pleasure, reflecting in the significant influence of the individual value on the wine consumption behaviour. Focusing on the Generation Y, marketers should therefore likewise the communication with Generation X include personal enjoyment and hedonic experiences in marketing strategies.…”

supporting

confidence: 68%

“…To address these different needs, market segmentation, described as the process of dividing consumers into meaningful, internal homogenous and identifiable groups (Zikmund, 2003), is of crucial interest in the wine industry (Barber et al, 2008b).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…occasions, benefits, usage rate and readiness to purchase (Bruwer et al, 2001;Thach and Olsen, 2006;Barber et al, 2008b). Of particular interest for the present study is the segmentation along generations because demographics of wine consumers are changing wherefore it is not only important to understand "why" consumers purchase but also "who" is purchasing (Barber et al, 2008b).…”

mentioning

confidence: 99%

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Customer value perception: cross-generational preferences for wine

Wiedmann

Behrens

Klarmann

et al. 2014

British Food Journal

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. 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 consumers' wine choices.

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supporting

confidence: 68%

Section: Theoretical Backgroundmentioning

confidence: 99%

mentioning

confidence: 99%

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Customer value perception: cross-generational preferences for wine

Wiedmann

Behrens

Klarmann

et al. 2014

British Food Journal

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“…The wine industry is aware of the need to pay more attention to younger cohorts of wine drinkers with most academic attention currently being focused on Generation Y -hereafter referred to as Gen Y. Research suggests that Generation X (Gen X) are still marginal wine consumers (Barber, et al, 2008;Bruwer, 2002;Mitchell, 2002). By contrast, there are suggestions that Gen Y in the US is exhibiting a positive disposition towards wine (Nielsen, 2007;Thach and Olsen, 2006).…”

Section: Introductionmentioning

confidence: 99%

Generation Y as young wine consumers in New Zealand: how do they differ from Generation X?

Fountain

Lamb

2011

International Journal of Wine Business Research

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Purpose: The primary aim of this research was to identify the wine consumption behaviour of Generation Y in New Zealand, to explore if differences exist in the wine behaviour of Generation Y in comparison to Generation X, and to seek possible explanations for these differences, in terms of cohort, age and period. Research limitations/implications:The research focused on a relatively small sample within a specific urban New Zealand setting and further application to the country as a whole may be useful. Qualitative research, perhaps using a recall methodology to explore previous consumption behaviour, would help to provide more explanation for the findings.Originality/value of paper: This is the first research project to explore the wine behaviour of Generation Y in a New Zealand context. This research has used a random and representative sample, and has been able to analyse cross-sectional, longitudinal and time lag data for Generation Y and Generation X; an approach that has not previously been used in generational research on wine consumption behaviour and which provides insights not available using one method alone.

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“…These tests include independent-samples t-test, and one-way ANOVA (Scheffé post hoc). These choices are also in line with contemporary wine tourism research (e.g., Barber, Dodd, & Ghiselli, 2008). In the following sections, the collected qualitative data from participants' comments will be provided verbatim; comments will be labelled as P1, P2 (Participant 1, Participant 2) and so forth.…”

mentioning

confidence: 99%

The potential for craft brewing tourism development in the United States: a stakeholder view

Alonso

Sakellarios

2016

Tourism Recreation Research

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The craft brewing industry is experiencing growth worldwide; however, research on this industry has been scant in various domains, including research exploring the relationships between craft breweries and tourism. This study contributes to extant academic literature, investigating the perceived potential and challenges of craft brewing tourism (CBT) among 221 micro/small United States craft brewing operators. The study adopts stakeholder theory (ST) as the theoretical framework. Overall, participants perceived the potential of craft beer tourism (CBT) in their region/state. Pubs/bars selling locally crafted beer, packaged tours, beer-food pairings, tours and trails were predominantly identified forms of CBT development, while limited logistics and lack of time were main perceived challenges. Various statistically significant differences were identified, particularly based on level of production and age of the brewery. However, overall, most tests yielded similar levels of agreement. Alignments were revealed between the findings and ST's theses, namely, descriptive, instrumental, normative, and managerial.

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Capturing the Younger Wine Consumer

Cited by 92 publications

References 36 publications

Customer value perception: cross-generational preferences for wine

Customer value perception: cross-generational preferences for wine

Generation Y as young wine consumers in New Zealand: how do they differ from Generation X?

The potential for craft brewing tourism development in the United States: a stakeholder view

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