Wine market segmentation by age generations in the Western US: expectations after the COVID-19 pandemic

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marianne McGarry Wolf ◽  
Mitchell Wolf ◽  
Benoit Lecat
Keyword(s):  
Generation X ◽  
Market Segmentation ◽  
Online Survey ◽  
Wine Industry ◽  
Purchasing Behavior ◽  
Content Type ◽  
Channels Of Distribution ◽  
Generation Z ◽  
Academic Paper ◽  
Western Us

Purpose The purpose of this paper is to investigate if differences exist between the four wine-consuming generations in wine purchasing behavior, the desirability of wine attributes when making a purchase decision and information sources used. It examines if generational market segmentation is an actionable and valuable strategy for the wine industry. Generation Z, Millennials, Generation X and Baby-Boomers are the four generations examined. This research also investigates if the generations behaved differently concerning wine consumption during the COVID-19 pandemic. Further, expectations concerning future wine purchasing behavior are examined. Design/methodology/approach An online survey was conducted between April 29, 2020 and May 7, 2020, with a sample size of 944 consumers from Western US States (California, Washington, Idaho, Oregon and Nevada). One-way analysis of variance technique and Chi-square tests were used to examine differences. Findings Segmentation by generation is appropriate when creating products, pricing, determining channels of distribution and creating messaging for a specific wine brand. The COVID-19 pandemic caused channel shifting that is expected to continue after the pandemic. Originality/value This is the second academic paper that examines differences in wine purchasing behavior between generations including Generation Z and the only study that examines the purchasing behavior changes and expectations for the future by generation concerning the COVID-19 pandemic. Research limitations/implications A national survey should be conducted to confirm that the results from the sample that was mostly from California and neighboring states reflect the national wine consumer in the USA. Practical implications The research identifies the products, prices, channels of distribution and messaging that are appropriate to target each generation.

scholarly journals Tell me your age and I tell you what you trust: the moderating effect of generations

2019 ◽  
Vol 29 (4) ◽  
pp. 799-817 ◽  
Author(s):  
Carolina Herrando ◽  
Julio Jimenez-Martinez ◽  
M.J. Martin-De Hoyos
Keyword(s):  
Generation X ◽  
Generational Differences ◽  
Online Survey ◽  
Generational Cohorts ◽  
Social Commerce ◽  
Content Type ◽  
Generation Z ◽  
Information User ◽  
Cohort Theory ◽  
The Way

Purpose The proliferation of social commerce websites has allowed consumers to share and exchange information, experiences, advice and opinions. Recently, information provided by users has been considered more trustworthy than the information shared by companies. However, the way in which users interact with technology can vary with age, and generational cohorts show different shopping behaviors, interests and attitudes. Hence, the way users process information (user-generated vs company-generated) can affect trust differently. Drawing on the trust transfer theory and the generational cohort theory, the purpose of this paper is to analyze the effects on user- and company-generated information in boosting trust of three different cohorts (Generation X, Y and Z). Design/methodology/approach The data were collected through an online survey. The sample comprised 715 users of social commerce websites, aged between 16 and 55 years old. The study was analyzed using partial least squares with the statistical software Smart PLS 3. Findings The empirical results show that generational cohorts show different patterns. Generation X transfers trust to social commerce websites mainly from trust in information generated by companies, while Generation Z transfers trust mainly from information generated by users. Finally, Generation Y, in contrast to previous findings about millennials, develops trust based on company-generated information to an even greater extent than does Generation X. Originality/value The originality of this study lies in its analysis of generational differences when it comes to trusting one type of information over another. This study contributes to the idea that users cannot be considered as a whole but must be segmented into generational cohorts.

Thirty years and “I'm still Lovin’ it!”: brand perceptions of McDonald's among generation Y and generation Z consumers in China

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bowen Zhang ◽  
Frank J. Mulhern ◽  
Yingying Wu ◽  
Margaret Xu ◽  
Wenqi Wang ◽  
...  
Keyword(s):  
Market Segmentation ◽  
Online Survey ◽  
Brand Personality ◽  
Generational Cohorts ◽  
Generational Cohort ◽  
Chinese Consumers ◽  
Content Type ◽  
Generation Z ◽  
Cohort Theory ◽  
Brand Perception

PurposeRecognizing the differences between generations Y and Z, this exploratory study uses generational cohort theory as a framework to examine the brand perception of McDonald's, an international brand which has grown up with consumers for over 30 years in China. The paper aims to discuss this issue.Design/methodology/approachMeasures of brand perception was built based on Aaker's brand personality model. A total 1,103 valid questionnaires were collected through an online survey platform. Factor analysis is the primary method to analysis the data.FindingsThe findings of this study reveal a favourable brand perception of McDonald's among young Chinese consumers which is consistent with Aaker's brand personality model and support the use of generational cohort theory as a market segmentation tool for brand perception. The differences between the two generational cohorts are not shown to be significant.Originality/valueThe most important contribution of this study is the evaluation of the personality of a major brand in China for Gen Z, a topic with very little existing research. Also, this research suggests future in-depth research into generational cohort theory in a Chinese context by recognizing homogeneity and heterogeneity exist simultaneously between generational cohorts.

scholarly journals The winery experience from the perspective of Generation Z

2018 ◽  
Vol 30 (2) ◽  
pp. 169-184 ◽  
Author(s):  
Dimitrios P. Stergiou ◽  
David Airey ◽  
Alexandros Apostolakis
Keyword(s):  
Wine Industry ◽  
Generational Cohort ◽  
Student Groups ◽  
Content Type ◽  
Wine Tourism ◽  
Generation Z ◽  
Five Factors ◽  
Service Staff ◽  
Tourism Experience ◽  
Low Performance

Purpose The purpose of this paper is to investigate the wine tourism experience from the perspective of Generation Z adults in Greece, following an actual winery visit. Design/methodology/approach Responses were obtained from a total of 306 respondents drawn from student groups visiting a winery in the Achaia region of the Peloponnese, Western Greece, using convenience sampling. A list of winescape attributes was adopted for testing and used to structure self-administered questionnaires. The data collected were analysed using a factor-analytic and importance-performance analysis framework. Findings Five factors that promote understanding of the desired wine tourism experience of Generation Z adults were identified, namely, cost considerations and wine and entertainment both perceived to be important but the winery’s performance on the same was poor, destination attributes and service staff both perceived to be important with good performance and learning about wine perceived to be unimportant with low performance. Originality/value This is the first academic study focusing specifically on the winery experience from the perspective of Generation Z. As such, it has provided new and useful insights for researchers and managers in the wine industry concerning the experience of this under-researched generational cohort.

Using social media in the wine business

2014 ◽  
Vol 26 (2) ◽  
pp. 80-96 ◽  
Author(s):  
Gergely Szolnoki ◽  
Dimitri Taits ◽  
Moritz Nagel ◽  
Alessio Fortunato
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Wine Industry ◽  
Communication Tool ◽  
Vast Number ◽  
Content Type ◽  
Sales Channels ◽  
Wine Sector ◽  
Use Of Social Media ◽  
The Impact

Purpose – This paper aims to conduct two studies to investigate the use of social media tools by wineries in Germany and assess the impact of Facebook membership on customers by comparing them with customers who were not members. Today, a vast number of books and studies are being published about social media in general, but less is known about their usage and effectiveness in the wine industry. Design/methodology/approach – The first study was conducted among 321 German wineries. It focused on the attitudes and preferences of the winemakers regarding social media, and it analysed the daily use of this new communication tool. The second study took place in August 2012, and it set out to define the value that accrued to a winery from having Facebook fans. This analysis was based on an online survey with customers of the winery as well as on a comparative analysis of the buying patterns of customers who were Facebook fans and those who were not. The analysis compared the turnover from the purchases of both groups over a period of three years. Findings – It was determined that 60 per cent of German wineries did communicate with their customers using social media. Facebook was the most important social media channel, followed by Twitter and YouTube. Of the winemakers interviewed, 40 per cent planned, in the near future, to implement additional activities involving social media. The consumer study proved that Facebook fans had a higher turnover compared to the non-Facebook fans of the winery studied. This finding emphasises the loyalty of Facebook fans. In addition, the study revealed that Facebook fans are open to receiving sales offers from the company which they support. Practical implications – Winery owners should be aware of the effectiveness of this modern communication tool. This is not only because Facebook fans generate a much higher turnover but also because of the possibility that they are interested in additional special offers on Facebook, which could mean an expansion of the available sales channels. Originality/value – To our knowledge, this kind of overview about the Germany wine sector as well as about the value of a Facebook-fan of a winery has not yet been undertaken.

scholarly journals A theoretical approach to segmenting children’s walking behaviour

2015 ◽  
Vol 16 (2) ◽  
pp. 159-171 ◽  
Author(s):  
Lisa Schuster ◽  
Krzysztof Kubacki ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Market Segmentation ◽  
Online Survey ◽  
Physical Activity Behaviour ◽  
Demographic Variables ◽  
Primary School Children ◽  
Health Concern ◽  
Long Distance ◽  
Data Set ◽  
Content Type ◽  
Activity Behaviour

Purpose – This paper aims to extend research applying the principle of market segmentation to gain insight into changing the physical activity behaviour of children, particularly their walk to/from school behaviour. It further examined the utility of employing theory, specifically the theory of planned behaviour (TPB), for this purpose. Childhood obesity is a leading public health concern globally. Design/methodology/approach – An online survey was conducted with 512 caregivers of primary school children. Caregivers were targeted given their control over children’s walk to/from school behaviour. Two-step cluster analysis, based on 14 geographic, demographic, psychographic and behavioural variables, was used to investigate groupings within the data set. Findings – The analysis revealed three distinct segments of caregivers, each with unique beliefs about their children walking to/from school: short-distance frequent walkers, middle-distance sporadic walkers and long-distance non-walkers. Four variables were found to be highly important in distinguishing these segments: distance to school, current walk to/from school behaviour, subjective norms and intentions to increase their child’s walk to school behaviour. Originality/value – The paper demonstrates the usefulness of behavioural, geographic and psychographic variables, as measured by the TPB, in distinguishing segments, offering an important contrast to prior segmentation studies emphasising demographic variables. This result provides empirical evidence of the value of using the four segmentation bases, extending beyond a demographic focus, and the importance of incorporating behavioural theory in market segmentation. In so doing, this research provides key insights into changing children’s walking behaviour.

scholarly journals Environmental practices in the wine industry: an overview of the Italian market

2020 ◽  
Vol 122 (5) ◽  
pp. 1625-1646
Author(s):  
Romeo Bandinelli ◽  
Diletta Acuti ◽  
Virginia Fani ◽  
Bianca Bindi ◽  
Gaetano Aiello
Keyword(s):  
Supply Chain ◽  
Literature Review ◽  
Environmental Sustainability ◽  
Online Survey ◽  
Wine Industry ◽  
Theoretical Point ◽  
Environmental Practices ◽  
Content Type ◽  
Adoption Level

PurposeThe present research expands the debate on environmental sustainability in the wine industry. Since the literature on sustainability and wine is relatively recent, current results do not cover all the practices that can be implemented along the wine supply chain. Thus, the paper presents a classification of environmental practices specific for the wine industry, according to the increased attention that has been paid to this topic in recent years. Moreover, it investigates the adoption level of these practices with reference to Italian wine producers.Design/methodology/approachThe research presents a systematic literature review including papers published in academic journals during the past 30 years and in Italian specialised magazines. This methodology is useful to provide a clear overview of sustainable practices that can be adopted along the wine supply chain. Therefore, an empirical study based on the results of an online survey shows how wineries approach environmental sustainability.FindingsThe literature review provides a definition and classification of environmental practices in the wine industry, as well as identification of those that require further attention in the literature, suggesting future research paths. The results of the online survey give an overview of the adoption level of environmental practices and highlight widespread attention to all the listed environmental practices, including those not adopted.Originality/valueFrom a theoretical point of view, this paper fills a literature gap in terms of the definition and classification of environmental practices that cover all wine supply chain processes, also providing a useful instrument for wine companies' managers. Moreover, the results of the empirical research give an overview of the adoption level of environmental practices in one of the most relevant countries in terms of wine production and highlight widespread attention to all the listed environmental practices, including those not adopted.

The Chinese wine market: a market segmentation study

2014 ◽  
Vol 26 (3) ◽  
pp. 450-471 ◽  
Author(s):  
Hong Bo Liu ◽  
Breda McCarthy ◽  
Tingzhen Chen ◽  
Shu Guo ◽  
Xuguang Song
Keyword(s):  
Market Segmentation ◽  
Online Survey ◽  
Consumer Behaviour ◽  
Internet Survey ◽  
Brand Positioning ◽  
Convenience Sample ◽  
Content Type ◽  
Benefit Segmentation ◽  
Chinese Wine ◽  
Wine Market

Purpose – The purpose of this paper is to examine how the Chinese wine market can be meaningfully segmented and to explore marketing implications for the Australian wine sector. Design/methodology/approach – The research is descriptive in nature, using an online survey to collect quantitative data on wine consumer behaviour. A total of 407 responses were obtained. Data analysis included descriptive analysis (frequency distributions) and cluster analysis. Findings – The research identifies three clusters of wine consumers: “the extrinsic attribute-seeking customers”, “the intrinsic attribute-seeking customers” and “the alcohol level attribute-seeking customers”. These groups of consumers were categorised using a behavioural (benefit) segmentation base. Research limitations/implications – The use of an internet survey and convenience sample limits generalisation of the findings. The adoption of a behavioural basis in conducting the segmentation is a limitation. The use of more complex segmentation bases, such as psychographics, may yield a richer understanding of the Chinese wine consumer in future studies. Practical implications – The customer profiles provide Australian wine marketers with an insight into Chinese wine consumer behaviour. Brand positioning can be improved by ensuring that the brand emphasises certain product attributes which the segments value when choosing wine. Originality/value – Little previous research on market segmentation has been conducted in mainland China. For Australian wine marketers, this study provides a baseline study into market segmentation and may assist with targeting and brand positioning decisions.

Testing the concepts of market mavenism and opinion leadership in China

2015 ◽  
Vol 30 (3) ◽  
pp. 178-195 ◽  
Author(s):  
Jie Zhang ◽  
Wei-Na Lee
Keyword(s):  
Market Segmentation ◽  
Design Methodology ◽  
Online Survey ◽  
Opinion Leadership ◽  
Marketing Communication ◽  
Chinese Market ◽  
Content Type ◽  
Value Consciousness ◽  
Research Questions

Purpose – Market mavenism and opinion leadership are two important consumer influential concepts in marketing communication literature. The purpose of this paper is to explore two overarching research questions. First, can we separate market mavenism from opinion leadership in China? The answer to this question would solve an important issue of targeting in marketing communication. Second, if market mavenism is indeed distinctive from opinion leadership, are market mavenism and opinion leadership determined by same or different factors in China? The answer of this question would help determine how to reach each type of consumer influential and add knowledge to market segmentation. Design/methodology/approach – An online survey was conducted to test the hypotheses. In total, 316 Chinese respondents completed this survey. Findings – The results were illuminating: market mavenism and opinion leadership were indeed distinctive yet related concepts in China. Monochronicity, altruism, price-value consciousness, and income significantly influenced market mavenism after controlling for all other variables while monochronicity, price-value consciousness, and age significantly predicted opinion leadership after controlling for all other variables. Research limitations/implications – This study provides a richer picture of market mavenism and opinion leadership in the Chinese market. Originality/value – This study helps scholars and professionals efficiently and effectively reach each type of consumer influential.

scholarly journals Closer together or further apart? Values of hero generations Y and Z during crisis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shabnam Azimi ◽  
Yana Andonova ◽  
Charles Schewe
Keyword(s):  
Generation Y ◽  
Online Survey ◽  
Economic Recession ◽  
Human Values ◽  
Environmental Crisis ◽  
Value System ◽  
Content Type ◽  
Generation Z ◽  
Two Generations ◽  
Cohort Theory

Purpose Drawing upon cohort theory, the age-period-cohort framework and the portrait value system, this paper aims to examine differences in basic human values between generations Y and Z as they are shaped by recent major events (most importantly the COVID-19 pandemic). Design/methodology/approach Hypothesized differences between values of generation Y and Z were tested using a content analysis of recent articles (Study 1) and an online survey through a prolific crowdsourcing website (Study 2). Findings This research finds that while both generations value universalism and benevolence, Generation Y is more likely to conform and follow traditions while Generation Z values stimulation, hedonism and achievement more. The top two COVID-19 concerns for both groups were the health of others and financial security. Generation Y is more concerned about the economy while Generation Z is more worried about uncertainty in their future. Research limitations/implications This paper provides insight into how the current environmental crisis has shaped the values of generations Y and Z and offers an understanding of the similarities and differences in values between these two generations. Practical implications The findings have direct implications for the design of products/services and for the creation of effective marketing communications to reach these two consumer groups. Originality/value This research is novel in identifying the basic human values of generations Y and Z as they are shaped by recent events such as the most recent economic recession and COVID-19.

Consumer wine knowledge: components and segments

2018 ◽  
Vol 30 (3) ◽  
pp. 277-291 ◽  
Author(s):  
Debbie Ellis ◽  
Albert Caruana
Keyword(s):  
Market Segmentation ◽  
Online Survey ◽  
Future Research ◽  
Consumer Knowledge ◽  
Content Type ◽  
Subjective Knowledge ◽  
Marketing Segmentation ◽  
Marketing Activities ◽  
Wine Market ◽  
Quantitative Descriptive

Purpose What consumers know about a product affects many aspects of their behaviour and is particularly important for marketers to understand when it comes to developing marketing strategy. The purpose of this paper is to understand the components of consumer knowledge of wine and to investigate these as a potential basis for wine market segmentation and targeting. Design/methodology/approach A quantitative, descriptive research design is adopted. An online survey consisting of three sections, measuring objective knowledge, subjective knowledge and classificatory variables, was developed and fielded, and data were collected from US wine consumers via Amazon.com’s MTurk platform. The psychometric properties of the measures used were determined, and a two-dimensional segmentation typology was developed. Findings The study supported the positive relationship between objective and subjective wine knowledge, while the combination of the two components led to the identification of four groups of consumers titled: neophytes, snobs, modest and experts. Practical implications In a market that is highly fragmented, consumer knowledge about wine has been shown to provide a useful basis for wine market segmentation allowing for different marketing activities to target the four groups identified. Originality/value While other research has considered either objective or subjective knowledge on its own, this study’s major contribution is the investigation of the wine consumer segments on the basis of the combination of objective and subjective consumer knowledge. A consumer knowledge type grid is developed that has implications for marketing segmentation and targeting. Implications of this new typology for future research are identified.

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