Information Sources Used by Millennial Restaurant Wine Consumers

Hammond, Rhonda; Velikova, Natalia

doi:10.1080/15378020.2013.850381

Cited by 17 publications

(16 citation statements)

References 31 publications

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“…The most general conclusion about this generational segment is that they have a growing interest in wine, they are willing to spend much money on wine, and their wine consumption differs from that of previous generations (Hall et al, 2004;Thach and Olsen, 2006). Previous studies on these consumers have focused on their interaction with wine, wine preference, consumption, and purchasing behaviour (Agnoli et al, 2011a;Ritchie, 2011;Marinelli et al, 2013); differences in wine behaviour from older generations (Qenani-Petrela et al, 2007;Fountain and Lamb, 2011;Chrysochou et al, 2012;Garcia et al, 2013); lifestyle and attitudes regarding wine (Bruwer and Li, 2007;Charters et al, 2011); importance given to wine attributes (Chrysochou et al, 2012;Hristov and Kuhar, 2014a); and knowledge, purchase risk, and information search (Li et al, 2011;Atkin and Thach, 2012;Hammond et al, 2013). Although a number of studies have been conducted for this generational cohort in the field of wine worldwide, limited knowledge exists in the countries emerging from the dissolution of Yugoslavia.…”

Section: Introductionmentioning

confidence: 99%

“…At the same time, older consumers were found to prefer serious, more direct, and informative advertisements, including ratings and reviews. The recent study conducted on a sample of millennial restaurant wine consumers showed a positive relationship between consumers' experiences, subjective and objective knowledge in wine, and relying on one's own information regarding wine (Hammond et al, 2013).…”

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confidence: 99%

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Subjective knowledge as a determinant of young adult consumers wine behaviour

Hristov

Kuhar

2015

British Food Journal

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Purpose – The purpose of this paper is to provide additional insight into how the level of subjective knowledge (SK) related to wine explains differences in the wine-consumption behaviour of young adults. Particular attention was given to information search strategies employed by young adult wine consumers. Design/methodology/approach – A web-based survey was carried out on 287 young urban wine consumers who were recruited in specialised wine shops and at wine festivals. The key variables presenting the consumers’ wine searches were measured using the best-worst scaling method. Latent class cluster analysis (LCA) was used to segment the respondents into clusters based on their level of SK of wine. Findings – The study identifies three consumer segments with corresponding levels of SK related to wine. The segments present considerable differences in the wine-consumption-related behaviours and information search strategies. Research limitations/implications – Understanding young adults’ SK of wine will assist wine marketers in their efforts to establish marketing strategies for this generational cohort. In addition, research (preferably transnational) is recommended to validate the conclusions and to gain additional understanding of SK as an indicator of wine-related behaviours. Originality/value – This study contributes to a better understanding of the wine-purchasing behaviours of young adults with particular focus on SK related to wine. The results obtained may be applied by winemakers in the development of marketing and promotion strategies geared towards the promising young adult consumer segment.

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Section: Introductionmentioning

confidence: 99%

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confidence: 99%

Subjective knowledge as a determinant of young adult consumers wine behaviour

Hristov

Kuhar

2015

British Food Journal

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“…Their study corroborated other IJWBR 29,4 findings that expert consumers are more inclined to draw on objective knowledge and attach higher importance to wine attributes that relate to its origin and terroir (Viot, 2012), vintage, official ranking and chateau name (Aurier and Ngobo, 1999). It should be noted that studies by Forbes et al (2008) and Hammond et al (2013) have also highlighted a positive relationship between subjective and objective wine knowledge, suggesting that wine consumers draw both on their own self-perceived knowledge as well as factual knowledge during their consumption of wine.…”

Section: Using Pushpull Winescape Attributesmentioning

confidence: 94%

Using push-pull winescape attributes to model Australian wine tourist segmentation

Quintal

Thomas

Phau

et al. 2017

IJWBR

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Purpose The study aims to introduce a comprehensive segmentation instrument that incorporates the push–pull winescape attributes, providing a new perspective of the wine tourist profile and explaining their behavioural intentions in the Australian winescape. Design/methodology/approach A literature review, focus groups and expert panels generated an extensive list of push–pull winescape attributes. Pen-and-paper surveys conveniently sampled 739 wine tourists at three wineries across three wine regions in Australia. Adopting push–pull winescape attributes as the segmentation base, cluster analysis identified four segments, namely, inspireds, self-drivens, market-drivens and inerts, and their behavioural intentions were examined. Findings Inspireds demonstrate both self- and market-motivation. Self-drivens exhibit self-motivation but limited market-motivation, whereas Market-drivens characterise market-motivation but limited self-motivation. Inerts are limited in both market- and self-motivations. At the Swan Valley, all four segments were identified, with Inspireds being the most willing to revisit and recommend to others and Inerts, the least willing. At the Barossa Valley, only two segments emerged. Again, Inspireds and Inerts were the most and least willing to revisit and recommend to others respectively. Finally, at the Yarra Valley, three segments were identified. Market-drivens were most willing to revisit and recommend to others, followed by self-drivens and lastly, by inerts. Research limitations/implications A comprehensive push–pull winescape segmentation base of wine tourists is introduced, which provides a more sophisticated profile of wine tourist segments than otherwise would be attained with conventional measures. Practical implications New insights into who the wine tourist is and what it is they seek from the winescape are vital to smaller wine producers whose best access to the domestic retail and export markets is through direct selling at the cellar door. Originality/value The empirically tested 18-item push–pull winescape instrument presents a comprehensive segmentation approach, which profiles wine tourists and predicts their behavioural intentions based on an extensive investigation of push–pull winescape attributes.

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“…Wine as a complex consumer product Wine is often defined as a complex product (Bruwer et al, 2011;Muelleret al, 2011;Ferro and Amaro, 2018;Lai, 2019) that goes beyond a mere consumer good but requires an understanding of how it is perceived and consumed, including influences such as culture, history, identity, value and socialization. Early this century, several researchers have attempted to make sense of these many factors that determine the consumer experience and then drill down into different consumer groups and their unique preferences IJWBR 32,3 (Hammond et al, 2013;Lategan et al, 2017;Spielmann et al, 2016). Popular factors were the different taste and visual aspects of the wine and correlating it with gender, age and experience (Bruwer et al, 2011), others have explored the factors that affect wine purchasing behaviour such as the location and environment when purchasing or consuming wine (Bruwer and McCutcheon, 2017) and others again compared the findings across countries (Mueller et al, 2011).…”

Section: Literaturementioning

confidence: 99%

Wine consumers in British Columbia, Canada

Lembke

Cartier

2020

IJWBR

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Purpose The purpose of this study is to redirect wine producer marketing strategies in British Columbia (BC) to better market their wine to the next generation of local consumers and compete against foreign imports. Design/methodology/approach This study was conducted using representative data collected from BC wine consumers through a survey of 500 participants and subsequent focus groups to better understand and interpret the findings. Findings The findings confirm that the growth of wine sales in BC is driven by the Millennial generation. This generation shows some different wine purchasing and consumption behaviours than previous generations. BC wine producers compete against foreign imports by using their direct-to-consumer sales channel (s) and could also use their superior understanding for the next generation of wine consumers to better sell their local wines across multiple channels. Practical implications To onboard the next generation of Millennial consumers to BC wines, BC wine producers are advised to use the tasting room environment to learn more about their local consumers and also sell via other channels. Some gaps in consumer needs across generations are identified and BC producers are advised to further target this new consumer and meet the needs of the local Millennials better than the competition. Originality/value The study is unique in its location. BC wine producers have often used US research or anecdotal data from their own tasting rooms to inform marketing decisions. The researchers argue that this carries significant risk, especially as the next generation of BC wine consumers displays different purchasing behaviours than those reported in US research.

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Information Sources Used by Millennial Restaurant Wine Consumers

Cited by 17 publications

References 31 publications

Subjective knowledge as a determinant of young adult consumers wine behaviour

Subjective knowledge as a determinant of young adult consumers wine behaviour

Using push-pull winescape attributes to model Australian wine tourist segmentation

Wine consumers in British Columbia, Canada

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