Generation Y's perception of wine and consumption situations in a traditional wine‐producing region

Abstract

PurposeThis paper aims to offer an in‐depth analysis of Generation Y's choices concerning the consumption of wine and other alcoholic drinks by examining the consumption situations in a traditional wine‐producing country.Design/methodology/approachThe study applied the multinomial logit model involving a sample of Generation Y alcohol consumers in a city in Northern Italy. Choice sets were constructed using the Bayesian efficient design, and each choice set included four consumption situations: at bars or pubs, at discos, at home and at restaurants or pizzerias.FindingsGeneration Y is aware of the different functions of alcoholic beverages in different consumption situations. Further, the type of company they keep influences their choice of beverage. Wine is the preferred drink in situations or occasions of conviviality or hospitality. However, this result only partly follows the traditional model of wine consumption. Segmentation elements are highlighted by considering gender and age.Practical implicationsThe research identifies some advantages of wine over other types of alcoholic beverages and some weaknesses in the strategies of wine companies. Consequently, six marketing topics emerge in order to develop a constructive relationship with Generation Y in Italy.Originality/valueThis paper applies discrete choice models to consumption situations in order to analyse the variety of contexts, components and products compared with Generation Y's preferences. It analyses the role of consumption situations in driving behaviour choices towards alcoholic beverages.

Perception of the Attributes of Sherry Wine and Its Consumption in Young People in the South of Spain

“…This situation turned out to repeat itself in our population since we do not find significant differences between genders in wine consumption. On the other hand, other studies have shown that men drink slightly more wine than women and these differences worsen after 35 years [29][30][31][32][33][34][35][36][37][38][39][40][41]. We do not find such differences in our study as our population is between 18 and 30 years, and those differences in consumption are not yet observed.…”

“…In short, young consumers evaluate wine as a multifaceted category [31], so that, due to the complexity of this product, novice consumers often find it difficult to appreciate its quality, which can affect the decision and choice processes [32,33]. Young people, although they have limited experience, can assess wines using specific characteristics such as origin, harvest, label, brand and grape variety [34,35].…”

Subjective knowledge, product attributes and consideration set: a wine application

“…287 correctly-completed questionnaires were analyzed. This sample is comparable in terms of size and characteristics to those used in numerous recent wine marketing researches (Agnoli et al, 2011;Concha et al, 2010;Espejel and Fardos, 2009;Latour and Latour, 2010;Orth et al, 2010;St James and Christodoulidou, 2011;Veale and Quester, 2009, etc.). In the first part of the questionnaire, focusing on the choice of the wine, the respondents had to recall the circumstances of their last purchase: specify its purpose choosing from six propositions and indicate the importance given to 30 attributes describing the wine.…”

Customer value perception: cross-generational preferences for wine

“…Various studies have shown that considerable differences in wine consumption can be identified across generations what supports the market segmentation on the basis of age cohorts (e.g. Chrysochou et al, 2012;Agnoli et al, 2011;Barrena and Sanchez, 2009;Thach and Olsen, 2006;Thomas and Pickering, 2005). With respect to the benefits of wine consumption, it was found that young consumers perceive wine as a beverage, playing an important role in social occasions (Olsen et al, 2007).…”