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

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.

South Korean Taxes on Alcoholic Beverage

This research aims to find out whether Korea violates the provisions of International trade Article III: 2 First sentence and second sentence of GATT in 1994. Soju is a traditional alcoholic beverage that is most famous in Korea has been produced in a diluted manner so that the beverage content of 25% alcoholic soju can be said that the beverage has a content that is below 20%. But people in European countries and the United States have complaints or opinions that they do not agree with the alcohol tax policy in South Korea, especially soju is considered unfair. So Korea is trying to offer a preference for taxes on soju drinks compared to certain imported western-style drinks. The research conclusions show that Soju and Imported Liquor Spirits are not substitutive products. Soju and Imported Liquor Spirits do not compete directly, seen from the fact that although there has been a decrease in the number of Soju sales in Korea since the ILS tax was lowered, the distance between Soju and ILS sales is still far away. So from the facts above, South Korea does not violate GATT Article III: 2 Second Sentence. From our explanation above, Like Products is a cumulative requirement to meet: Common Charateristics End Uses Channels of distribution Prices. From that data, South Korea does not violate GATT Article III: 2 First Sentence and Second Sentence although there are differences in tax imposition because the two products, Soju and ILS are not like products.

O Caminho do Produto, da Empresa ao Consumidor: Aspectos Teóricos e Bibliométricos Sobre Canais de Marketing

O artigo teve como objetivo o levantamento de autores e periódicos relacionados com o tema Canais de Marketing a partir de estudo bibliométrico. O procedimento consistiu de análise de artigos referentes ao tema, a partir da base de dados Web of Science abrangendo o período de 1980 a 2016, com a palavra-chave usada “Marketing Channels”; “Distribution channels”; “Channels of distribution”, e as variáveis utilizadas foram artigos sobre o tema, e delimitadas nas áreas de negócios, gerenciamento e economia. Isso gerou 289 documentos. A etapa seguinte constitui-se de avaliação relacionada aos periódicos, ano de publicação, autores e número de citação. O uso dos softwares VosViewer e CitNet Explorer permitiu a organização de grupos (cluster) baseados em co-citação, em uma perspectiva qualitativa. Com o uso do software BibExcel, foi possível analisar quantitativamente os dados bibliográficos e forneceu informações para Análise Fatorial Exploratória (AFE) com o uso do software estatístico SPSS 22. Com a AFE, tornou-se possível a formação de agrupamentos com o mínimo de perda de informações e com características semelhantes entre si e renomeados de acordo com características dos artigos. O resultado demonstra a importância do tema com crescente número de publicações e autores interessados no avanço da ciência.

Market Positioning of Kalco’s Virgin Coconut Oil (K’s-Vco) as a Functional Food

To assess the Positioning and Marketing potentials of KALCO’s Virgin Coconut Oil (K’s-VCO) only in the perspective of being consumed as “Functional Food” .To understand the characteristic, receptiveness and response of potential consumers to the introduction of a new product category “Functional Food” .This study attempts to test and establish the factors that will influence and drive the market creation for oils as functional food .To asses and ascertain the possible channels of distribution and supply chain for the products first placement into market.

Shelby D. Hunt: a retrospection on the importance, origins, and development of research programs

Purpose The purpose of this paper is to provide a retrospection on the importance, origins and development of the research programs in the author’s career. Design/methodology/approach The study uses an autobiographical approach. Findings Most of the articles, research monographs and books that constitute this research and publishing efforts can be categorized into seven distinct, but related, research programs: channels of distribution; marketing theory; marketing’s philosophy debates; macromarketing and ethics; relationship marketing; resource-advantage theory; and marketing management and strategy. The value system that has guided these research programs has been shaped by specific events that took place in the author’s formative years. This essay chronicles these events and the origins and development of the seven research programs. Originality/value Chronicling the importance, origins and development of the seven research programs will hopefully motivate and assist other scholars in developing their own research programs.

A Community-Based Agro-Food Hub Model for Sustainable Farming

This study is in line with the demographic, economic and social prospects for the 2050 and the European Economic and Social Committee decision for “An EU Industrial Policy for the Food and Drinks Sector” adopted on 4 May 2015. In particular, since the majority of research in the past focused on large organizations, this paper is expected to enlighten the problems emerged from current applied practices together with the opportunities for potential synergies among agricultural SMEs, through the utilization of alternative sustainable channels of distribution and value creation, such as the Agro-Food Hubs.