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Importance of wine attributes: a South African Generation Y perspective

Importance of wine attributes: a South African Generation Y perspective PurposeThe purpose of this paper is to: determine the relative importance that Generation Y consumers indicate for 13 wine attributes in their selection of wine; determine if these wine attributes are significantly distinct in importance in the mind of the consumer; and compare the wine attribute importance findings with the US findings of Chrysochou et al. (2012).Design/methodology/approachQuantitative data were gathered from a convenience student sample (n=429) to which the Best-Worst Scaling method was applied for 13 pre-determined wine attributes in a Balanced Incomplete Block Design. Data analysis included descriptive statistics, reliability analysis, t-tests and mixed model repeated measure ANOVA.FindingsRespondents were able to differentiate between the importance of wine attributes. Taste was the most important wine attribute followed by someone recommended it. Alcohol level below 13 per cent was least important. Firm controlled information such as information on back label was of little importance. South African Generation Y consumers seem to select wine similarly to those in the USA.Originality/valueFindings contribute to generation-based research in wine marketing and increase the understanding of the wine selection behaviour of Generation Y consumers in South Africa. More effective marketing strategies to Generation Y consumers can result to grow wine consumption in this significant segment. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Importance of wine attributes: a South African Generation Y perspective

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References (15)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-070X
DOI
10.1108/BFJ-09-2016-0420
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to: determine the relative importance that Generation Y consumers indicate for 13 wine attributes in their selection of wine; determine if these wine attributes are significantly distinct in importance in the mind of the consumer; and compare the wine attribute importance findings with the US findings of Chrysochou et al. (2012).Design/methodology/approachQuantitative data were gathered from a convenience student sample (n=429) to which the Best-Worst Scaling method was applied for 13 pre-determined wine attributes in a Balanced Incomplete Block Design. Data analysis included descriptive statistics, reliability analysis, t-tests and mixed model repeated measure ANOVA.FindingsRespondents were able to differentiate between the importance of wine attributes. Taste was the most important wine attribute followed by someone recommended it. Alcohol level below 13 per cent was least important. Firm controlled information such as information on back label was of little importance. South African Generation Y consumers seem to select wine similarly to those in the USA.Originality/valueFindings contribute to generation-based research in wine marketing and increase the understanding of the wine selection behaviour of Generation Y consumers in South Africa. More effective marketing strategies to Generation Y consumers can result to grow wine consumption in this significant segment.

Journal

British Food Journal – Emerald Publishing

Published: Jul 3, 2017

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