What drives Greek consumer preferences for cask wine?

Abstract

PurposeCask wine (bag‐in‐box, soft pack) has not received considerable attention in wine marketing research, but interest among winemakers and consumers has been increasing steadily. However, little is known about what drives consumer preferences for cask wine and, furthermore, what the profile of the cask wine consumer is. This study aims at filling this gap.Design/methodology/approachBased on a web‐based survey, the best‐worst scaling (BWS) method was applied to measure the importance of attributes that Greek consumers assign when choosing cask wine. Then, a latent class clustering analysis based on the importance ratings of the attributes was applied in order to segment the Greek cask wine market.FindingsThe most important attributes were found to be price, quality and convenience packaging, whereas brand, grape variety and origin were found to be the least important ones. In relation to structure, the Greek cask wine market was found to consist of four distinct segments that were labelled as connoisseurs, convenience seekers, experienced and risk averse. These segments showed differences in relation to their past experience and in the importance given to intrinsic (quality, taste, origin) as opposed to extrinsic cues (brand, price, convenience packaging).Research limitations/implicationsTwo main strategic directions are suggested to Greek cask wine producers: they can either maintain the current approach to the market by providing a “simple”, not particularly refined wine, or adopt a sustainable eco‐friendly positioning.Originality/valueThis study contributes to the understanding of what drives consumers' preferences for cask wine, something that few studies have done until now. Moreover, this is the first study to use the BWS method for this type of product.

What Portuguese consumers care about when buying wine. How important is the design of the bottle?

“…Their results allowed them to rank certain attributes in order of importance, with the first of these being price, followed by quality, packaging, previous experience, grape variety, region of origin and, finally, brand. Similar results were found in the study by Chrysochou et al (2012).…”

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“…Considering that millennials' preferences for wine are strongly influenced by marketing added-value campaigns [67], communication about environmental activities using social media has a greater impact than for the older cohort. This might be explained by the fact that the young generation is more curious and has grown up in a period where new wine aspects such as environmental sustainability issues have gained great importance when choosing a product [10].…”

Consumer Attitudes and Preference Exploration towards Fresh-Cut Salads Using Best–Worst Scaling and Latent Class Analysis

“…In particular, the experimental design for cluster identification approached on the default division of the whole sample from 2 to 5 clusters in function of individual preferences scores. In our research, the decision to use the rescaled score for the cluster analysis was made as it facilitates the analysis and interpretation of the preferences of the single clusters, and the comparison between them [70]. The best segmentation was evaluated by analyzing the log-likelihood (LL) values and the related Bayesian Information Criterion (BIC) of each model [71,72].…”