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.

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.

How do you warn them if they speak only Spanish? Challenges for organizations in communicating risk to Colonias residents in Texas, USA

2014 ◽  
Vol 23 (5) ◽  
pp. 533-550 ◽  
Author(s):  
Sudha Arlikatti ◽  
Hassan A. Taibah ◽  
Simon A. Andrew
Keyword(s):  
Nonprofit Organizations ◽  
Online Survey ◽  
Linguistically Diverse ◽  
Risk Information ◽  
Culturally And Linguistically Diverse ◽  
Future Research ◽  
Snowball Sampling ◽  
Content Type ◽  
Diverse Groups ◽  
Communicating Risk

Purpose – The purpose of this paper is to examine the information channels used by public and nonprofit organizations to communicate disaster risk information to Colonias residents in Hidalgo County, Texas. It seeks to find creative and proactive solutions for organizations to improve risk education to these constituents. Design/methodology/approach – Initially a snowball sampling technique was used to conduct six face-to-face interviews. This was followed by an online survey sent to 64 reputational referrals, of which 23 completed the survey, generating a response rate of 34 percent. A comparative analysis between public and nonprofit organizations and the Fischer's exact test were employed to analyze the data. Findings – Channel preferences for providing risk information varied with public organizations using the television (TV) and the nonprofit organizations using bilingual staff for outreach. The television, radio, public events, and bilingual staff were considered to be the most effective while social media (Facebook, Twitter, and city web sites) was not considered at all by both groups. Lack of funding and staffing problems were identified as the primary challenges. Research limitations/implications – One limitation is that the paper focusses on organizations serving Spanish speakers in the Texas Colonias. Future research needs to investigate how other localities at border sites where culturally and linguistically diverse groups might reside, receive and understand risk information. The role of cross-national organizations in creating internationally coordinated plans for disaster communication should also be explored. Originality/value – It highlights the challenges faced by organizations in communicating risk, especially in border communities where culturally and linguistically diverse groups reside.

Marketing and Gaelic football

2016 ◽  
Vol 32 (8) ◽  
pp. 15-17
Keyword(s):  
Market Segmentation ◽  
Design Methodology ◽  
Business Success ◽  
Market Segments ◽  
Content Type ◽  
Sports Organizations ◽  
Competitive Edge ◽  
Marketing Activities ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match their offerings with the requirements of specific market segments often secure and sustain a competitive edge. Segmentation strategies are critical to sports organizations as well as to more conventional industries. Sports consumers come in all shapes and sizes and no one-cap-fits-all where marketing activities are concerned. Different sports attract different consumer types. The secret is to identify the unique characteristics of each sub-group and target them accordingly. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Consumer values in the Brazilian market for ethical cosmetics

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paola Graciano ◽  
Aline Cafruni Gularte ◽  
Fernando Henrique Lermen ◽  
Marcia Dutra de Barcellos
Keyword(s):  
Online Survey ◽  
Personal Values ◽  
Future Research ◽  
Personality Profiles ◽  
Homogeneous Sample ◽  
Environmental Preservation ◽  
Content Type ◽  
Avant Garde ◽  
Ethical Consumers ◽  
Consumer Values

PurposeThe purpose of this paper is to identify the personal values of consumers of ethical cosmetics in Brazil, using the resulting personality types to segment consumers for the development of strategies by Brazilian retailers and international players.Design/methodology/approachThis study administered the psychometric Values and Lifestyles Scale (VALS) via an online survey with 302 consumers of ethical cosmetics. First, exploratory factorial analysis was employed to identify the behavior of VALS' factors within the sample. Second, cluster analysis was performed using hierarchical clustering technique in order to link demographic variables and VALS' types to form specific consumer profiles.FindingsThe study found eight VALS types in the sample respondents but with a different configuration than the original factors. They were named, respectively, “Avant-garde”, “Oriented to fashion”, “Artisans”, “Committed to morality and religion”, “Leader of a group”, “Theoretical”, “Ingenious” and “Conservative”. Results indicated a demographically homogeneous sample with personality profiles mostly placed among VALS' original factors “Experiencer”, “Thinker” and “Innovator”.Research limitations/implicationsResults may vary within other cultural contexts and different means of investigation suggesting future research opportunities.Practical implicationsEthical demands concerning health and environmental preservation are no longer neglectable. The study of consumers' personal values can contribute to formulate suitable retail strategies for expected demands of consumers in the ethical cosmetics segment.Originality/valueThese findings are expected to provide resources for decision-makers, academics, practitioners and marketers concerning several points of sensitivity in their relationship with ethical consumers.

Fashion designers' attitude-behaviour inconsistencies towards a sustainable business model: a neutralisation theory perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Asphat Muposhi ◽  
Brighton Nyagadza ◽  
Chengedzai Mafini
Keyword(s):  
South Africa ◽  
Online Survey ◽  
Emerging Market ◽  
Survey Study ◽  
Future Research ◽  
Cross Sectional ◽  
Content Type ◽  
Study Results ◽  
Sustainable Fashion ◽  
Fashion Designers

PurposeFashion designers in South Africa remain ambivalent in embracing sustainable fashion. This study examines the role of neutralisation techniques on attitude towards sustainable fashion. The study was conducted in South Africa, an emerging market known for water scarcity and pollution emanating from the textile industry.Design/methodology/approachA structured questionnaire was used to collect cross-sectional data from a sample of 590 fashion designers using a web-based online survey. Study constructs were drawn from the neutralisation theory and theory of planned behaviour.FindingsStandard multiple regression analysis results identified denial of injury, appeal to higher loyalties and external locus of control as the major rationalisation techniques influencing South African designers' negative attitudes towards sustainable fashion.Research limitations/implicationsResearch was conducted in South Africa where the concept of sustainable fashion is still at developmental stages. The generalisation of the study findings may be enhanced by extending the study to other markets with a fully developed market for sustainable fashion.Practical implicationsThe study results underscore the necessity of reducing social, structural and institutional barriers associated with the adoption of sustainable fashion. This study provides input towards efforts to develop attitude change strategies to stimulate designers to embrace sustainable fashion.Originality/valueThe research study contributes to theory, practice and future research.

Cultural differences in gift recipients’ attitude and behavior toward disliked gifts

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Theeranuch Pusaksrikit ◽  
Sydney Chinchanachokchai
Keyword(s):  
Cultural Differences ◽  
Future Research ◽  
Content Type ◽  
Relationship Closeness ◽  
Marketing Segmentation ◽  
Self Construal ◽  
The Usa ◽  
And Behavior ◽  
Different Cultures ◽  
The Relationship

Purpose The purpose of this paper is to examine the effects of cultural differences and the types of relationship closeness involved in recipients’ emotional and behavioral reactions after receiving disliked gifts. Design/methodology/approach Collecting data from Thailand and the USA, two experiments were conducted in a 2 (self-construal: independent/interdependent) × 2 (relationship closeness: close/distant) between-subjects design. Study 1 explores the recipients’ feelings and reactions upon receipt of a disliked gift. Study 2 explores the disposition process for a disliked gift. Findings The results show that a recipient’s emotions, reaction and disposition process can be affected by cultural differences and relationship closeness: specifically that close and distant relationships moderate the relationship between self-construal and gift-receiving attitudes and behaviors. Research limitations/implications Future research can investigate representative groups from other countries to broaden the generalizability of the findings. Practical implications This understanding can guide gift-givers when selecting gifts for close or distant recipients across cultures. Additionally, it can help retailers develop and introduce new marketing strategies by applying self-construal as a marketing segmentation tool for gift purchase and disposition. Originality/value This research is among the first studies to offer insights into how individuals in different cultures manage disliked gifts they receive from people in either close or distant relationships.

Big data-driven strategic orientation in international marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shahriar Akter ◽  
Md Afnan Hossain ◽  
Qiang (Steven) Lu ◽  
S.M. Riad Shams
Keyword(s):  
Big Data ◽  
Literature Review ◽  
Systematic Literature Review ◽  
International Marketing ◽  
Strategic Orientation ◽  
Data Driven ◽  
Future Research ◽  
Content Type ◽  
Strategic Orientations ◽  
Marketing Activities

PurposeBig data is one of the most demanding topics in contemporary marketing research. Despite its importance, the big data-based strategic orientation in international marketing is yet to be formed conceptually. Thus, the purpose of this study is to systematically review and propose a holistic framework on big data-based strategic orientation for firms in international markets to attain a sustained firm performance.Design/methodology/approachThe study employed a systematic literature review to synthesize research rigorously. Initially, 2,242 articles were identified from the selective databases, and 45 papers were finally reported as most relevant to propose an integrative conceptual framework.FindingsThe findings of the systematic literature review revealed data-evolving, and data-driven strategic orientations are essential for performing international marketing activities that contain three primary orientations such as (1) international digital platform orientation, (2) international market orientation and (3) international innovation and entrepreneurial orientation. Eleven distinct sub-dimensions reflect these three primary orientations. These strategic orientations of international firms may lead to advanced analytics orientation to attain sustained firm performance by generating and capturing value from the marketplace.Research limitations/implicationsThe study minimizes the literature gap by forming knowledge on big data-based strategic orientation and framing a multidimensional framework for guiding managers in the context of strategic orientation for international business and international marketing activities. The current study was conducted by following only a systematic literature review exclusively in firms' overall big data-based strategic orientation concept in international marketing. Future research may extend the domain by introducing firms' category wise systematic literature review.Originality/valueThe study has proposed a holistic conceptual framework for big data-driven strategic orientation in international marketing literature through a systematic review for the first time. It has also illuminated a future research agenda that raises questions for the scholars to develop or extend theory in this area or other related disciplines.

Gamblers’ aces in the hole: the effect of erroneous cognitions on dysfunctional gambling

2016 ◽  
Vol 6 (1) ◽  
pp. 83-96 ◽  
Author(s):  
Donata Tania Vergura
Keyword(s):  
Problem Gambling ◽  
Structural Equation ◽  
Online Survey ◽  
Negative Relationship ◽  
Severity Index ◽  
Diagnostic Tools ◽  
Future Research ◽  
Gambling Behaviour ◽  
Content Type ◽  
Gambling Involvement

Purpose – The purpose of this paper is to investigate whether gambler’s cognitive errors affect gambling involvement and addiction. As the popularity of gambling has grown, questions are being raised about its excessive use and factors related to addictive behaviours. Design/methodology/approach – An online survey on 508 gamblers was conducted. Structural equation modelling was used to investigate the relationships among gambling beliefs, gambling involvement and problem gambling. Findings – Among the three sets of erroneous beliefs investigated, luck and superstition were significant predictors of both gambling involvement and the severity of gambling problems (according to the Problem Gambling Severity Index (PGSI)), while the illusion of control showed a negative relationship with the PGSI. Moreover, gambling involvement positively affected the potential risk of disease and mediates the relationship between luck and superstition and PGSI. Research limitations/implications – Because not all cognitive dimensions apparently influence gambling behaviour, future research should extend the analysis to include other variables that may moderate or mediate the causal relationship. Practical implications – The results are useful to marketers in developing social marketing campaigns wishing to discourage gambling. Moreover, factors that influence gambling involvement and addiction may be used as diagnostic tools to correct gamblers behaviour. Originality/value – The paper proposes a deeper exploration of the relationships among beliefs, gambling involvement and dysfunctional gambling and an appropriate scale to capture the entire spectrum of gambler’s beliefs in relation to every form of gambling activity.

The impact of age norms on career transition intentions

2018 ◽  
Vol 23 (2) ◽  
pp. 212-229 ◽  
Author(s):  
Holly Slay Ferraro ◽  
Greg Prussia ◽  
Shambhavi Mehrotra
Keyword(s):  
Online Survey ◽  
Career Change ◽  
Career Transition ◽  
Future Research ◽  
Multiple Sources ◽  
Content Type ◽  
Age Norms ◽  
Job Attitude ◽  
Midlife Adults ◽  
The Impact

Purpose The purpose of this paper is to examine how age norms influence the relationship between individual differences, job attitudes, and intentions to pursue career transitions for midlife adults (aged 35 and above). The authors hypothesized that the effects of individual difference variables (i.e. resilience and reframing abilities) on career change intentions in addition to the effects of job attitude (i.e. commitment) on such intentions are moderated by career youth norms (CYN) which the authors defined as perceptions that the typical worker in a career field is younger than midlife. Design/methodology/approach In all, 206 people comprised the sample which was derived from an online survey. Moderated regression analysis was used to assess the extent to which age norms operated as a moderator of proposed relationships. Control variables were included based on prior research findings. Findings Findings demonstrated that age norms operate as a significant moderator for midlife adults. Specifically, the relationships between resilience, reframing, and commitment on intentions to pursue alternative careers are moderated by CYNs. Research limitations/implications Data were collected from a single source and assessed behavioral intentions in place of actual career change choice. Future research should derive data from multiple sources and assess behavior beyond intentions. Practical implications Industry leaders’ stereotypes about the appropriate ages for specific occupations or professions may impact the psychological mobility of midlife workers. Managers may wish to highlight midlife workers with particular skills (e.g. technological savvy), examine recruitment advertising for language that emphasizes youth, and invest in resilience training for aging workers. Originality/value Research examining careers at midlife and beyond has extensively discussed age discrimination and stereotypes as potential barriers to professional or occupational change. However, few studies have investigated how age norms and the comparisons people make between themselves and those they believe are occupying the jobs they desire may also pose barriers to career transition.

scholarly journals Types of professionalization

2018 ◽  
Vol 8 (3) ◽  
pp. 298-316 ◽  
Author(s):  
Grazia Lang ◽  
Torsten Schlesinger ◽  
Markus Lamprecht ◽  
Kaisa Ruoranen ◽  
Christoffer Klenk ◽  
...  
Keyword(s):  
Cluster Analysis ◽  
Organizational Development ◽  
Online Survey ◽  
Hierarchical Cluster ◽  
Organizational Characteristics ◽  
Future Research ◽  
Content Type ◽  
Organizational Patterns ◽  
And Performance ◽  
And Cluster Analysis

Purpose The purpose of this paper is to identify types of professionalization in Swiss national sport federations (NSFs) and analyze organizational characteristics associated with specific types of professionalization. Such types reveal common patterns among the increasingly complex organizational designs of NSFs and thus contribute to the understanding of professionalization in NSFs. Design/methodology/approach An online survey of all Swiss NSFs was conducted to identify types of professionalization in these organizations using hierarchical cluster analysis, based on a multi-dimensional framework of professionalization. Findings The analysis revealed four types of professionalization: formalized NSFs managed by paid staff, NSFs managed by volunteers and a few paid staff off the field, NSFs with differing formalization and paid staff on the field, and moderately formalized NSFs managed by volunteers. The types differ in terms of the NSFs’ organizational characteristics, in particular, size, financial resources, Olympic status, and performance. Originality/value Applying factor and cluster analysis is a new approach to analyzing professionalization in NSFs that makes uncovering distinctive organizational patterns among a large number of NSFs possible. These results lay the foundation for understanding the professionalization of NSFs, counseling NSFs on their organizational development, and conducting future research on the design types of sport organizations.

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