Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Consumer liking of white wines: segmentation using self‐reported wine liking and wine knowledge

Consumer liking of white wines: segmentation using self‐reported wine liking and wine knowledge Purpose – The purpose of this paper is to determine the degree to which wine consumers in South Australia have different liking for white wine styles, and to relate reported liking to wine knowledge and demographic differences. Design/methodology/approach – A group of 150 regular white wine drinking consumers from the Adelaide metropolitan area responded to a wine habits and attitudes questionnaire. Consumers were segmented based on self‐reported liking of white wine styles, with three distinct segments identified. Findings – Sauvignon Blanc wine likers were mainly younger females with low wine knowledge who reported not drinking Chardonnay wines. Conversely, “Riesling wine likers” were generally older with higher wine knowledge. These consumers were interested in the region, vintage and alcohol level when purchasing white wine. The final group (40 percent of the total sample) had a lower liking for Riesling wines, but liked all types relatively highly, had low to moderate wine knowledge and took more note of expert opinion than the other clusters. Research limitations/implications – The findings of this study can be extrapolated to the South Australian population, however, the sample size may restrict the generalisation of the results to the broader Australian population. Originality/value – The results of this study provide initial insights into the behaviour of white wine consumers and highlight the importance of wine knowledge in differentiating consumer liking. Some strategies for influencing consumers' preference are suggested. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing

Consumer liking of white wines: segmentation using self‐reported wine liking and wine knowledge

Download PDF
14 pages

Loading next page...
 
/lp/emerald-publishing/consumer-liking-of-white-wines-segmentation-using-self-reported-wine-IcpNIQxorV
Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1751-1062
DOI
10.1108/17511061211213774
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to determine the degree to which wine consumers in South Australia have different liking for white wine styles, and to relate reported liking to wine knowledge and demographic differences. Design/methodology/approach – A group of 150 regular white wine drinking consumers from the Adelaide metropolitan area responded to a wine habits and attitudes questionnaire. Consumers were segmented based on self‐reported liking of white wine styles, with three distinct segments identified. Findings – Sauvignon Blanc wine likers were mainly younger females with low wine knowledge who reported not drinking Chardonnay wines. Conversely, “Riesling wine likers” were generally older with higher wine knowledge. These consumers were interested in the region, vintage and alcohol level when purchasing white wine. The final group (40 percent of the total sample) had a lower liking for Riesling wines, but liked all types relatively highly, had low to moderate wine knowledge and took more note of expert opinion than the other clusters. Research limitations/implications – The findings of this study can be extrapolated to the South Australian population, however, the sample size may restrict the generalisation of the results to the broader Australian population. Originality/value – The results of this study provide initial insights into the behaviour of white wine consumers and highlight the importance of wine knowledge in differentiating consumer liking. Some strategies for influencing consumers' preference are suggested.

Journal

International Journal of Wine Business Research – Emerald Publishing

Published: Mar 16, 2012

Keywords: Australia; White wine; Consumer behaviour; Consumer segmentation; Consumption behaviour; White wine liking; Wine knowledge

References

  • 2006 Census Quickstats: South Australia
    ABS
  • Australian Wine and Grape Industry, 1329.0
    ABS
  • Population by Age and Sex, Australian States and Territories, 3201.0
    ABS
  • Shipments of Wine and Brandy in Australia by Australian Winemakers and Importers, March Quarter 2011, 8504.0
    ABS
  • Wine Australia: Market Insight Report – Australia
    AWBC and WFA
  • Sweetness acceptance of novices, experienced consumers and winemakers in Hunter Valley Semillon wines
    Blackman, J.; Saliba, A.; Schmidtke, L.
  • War of the wines hots up between Australia and New Zealand
    Chappell, T.
  • The dimensions of wine quality
    Charters, S.; Pettigrew, S.
  • Predicting consumption, wine involvement and perceived quality of Australian red wine
    Cox, D.
  • Region of origin as choice factor: wine knowledge and wine tourism involvement influence
    Famularo, B.; Bruwer, J.; Li, E.
  • A short, reliable measure of subjective knowledge
    Flynn, L.R.; Goldsmith, R.E.
  • Preliminary study of the effect of knowledge and sensory expertise on liking for red wine
    Frøst, M.B.; Noble, A.C.
  • An international comparison of retail consumer wine choice
    Goodman, S.
  • Energising established wine markets
    Halstead, L.; Neudorf, E.; Rastegar, N.
  • Label design: impact on millennials' perceptions of wine
    Henley, C.D.; Fowler, D.C.; Yuan, J.; Stout, B.L.; Goh, B.K.
  • The influence of involvement on purchase intention for new world wine
    Hollebeek, L.D.; Jaeger, S.R.; Brodie, R.J.; Balemi, A.
  • Determinants of wine consumption of US consumers: an econometric analysis
    Hussain, M.; Cholette, S.; Castaldi, R.
  • A Taste of the World of Wine
    Iland, P.; Gago, P.; Caillard, A.; Dry, P.
  • Wine purchase decisions and consumption behaviours: insights from a probability sample drawn in Auckland, New Zealand
    Jaeger, S.R.; Danaher, P.J.; Brodie, R.J.
  • A preliminary study of the relationship between Australian wine consumers' wine expertise and their wine purchasing and consumption behaviour
    Johnson, T.E.; Bastian, S.E.P.
  • Assessing desirable levels of sensory properties in Sauvignon Blanc wines – consumer preferences and contribution of key aroma compounds
    King, E.S.; Osidacz, P.; Curtin, C.; Bastian, S.E.P.; Francis, I.L.
  • The effect of multiple yeasts co‐inoculations on Sauvignon Blanc wine aroma composition, sensory properties and consumer preference
    King, E.S.; Kievit, R.L.; Curtin, C.; Swiegers, J.H.; Pretorius, I.S.; Bastian, S.E.P.; Francis, I.L.
  • Marketing Management
    Kotler, P.; Keller, K.L.
  • Consumer acceptability, sensory properties and expert quality judgements of Australian Cabernet Sauvignon and Shiraz wines
    Lattey, K.A.; Bramley, B.R.; Francis, I.L.
  • Segmentation by involvement or nationality for global retailing: a cross‐national comparative study of wine shopping behaviours
    Lockshin, L.; Quester, P.; Spawton, T.
  • Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice
    Lockshin, L.; Jarvis, W.; d'Hauteville, F.; Perrouty, J.P.
  • Using product, brand and purchasing involvement for retail segmentation
    Lockshin, L.S.; Spawton, A.L.; Macintosh, G.
  • Sensory Evaluation Techniques
    Meilgaard, M.; Civille, G.V.; Carr, T.
  • Product Testing and Sensory Evaluation of Foods: Marketing and R&D Approaches
    Moskowitz, H.R.
  • Message on a bottle: the relative influence of wine back label information on wine choice
    Mueller, S.; Lockshin, L.; Saltman, Y.; Blanford, J.
  • SPSS Survival Manual: A Step by Step Guide to Data Analysis Using SPSS for Windows (Version 10)
    Pallant, J.
  • Aussie Consumers Out to Impress with a Bottle of NZ Wine
    Panzera, C.
  • The influence of consumption situation and product involvement over consumers' use of product attributes
    Quester, P.; Smart, J.G.
  • Differential effects of subjective knowledge, objective knowledge, and usage experience on decision making: an exploratory investigation
    Raju, P.S.; Lonial, S.C.; Mangold, W.G.
  • The Oxford Companion to Wine
    Robinson, J.
  • Consumer rejection threshold for 1,8‐cineole (eucalyptol) in Australian red wine
    Saliba, A.J.; Bullock, J.; Hardie, W.J.
  • Sensory Evaluation Practices
    Stone, H.; Sidel, J.L.
  • Wine segment analysis to target young adult wine drinkers
    Thach, E.C.; Olsen, J.E.
  • Food Acceptability
    Thomson, D.M.H.
  • The identification of sensory and non‐sensory attributes of Californian Chardonnay wines that influence acceptance and purchase intent for different segments of consumers
    Yegge, J.M.; Noble, A.C.