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Predicting wine preference: testing the premises of the vinotype theory

Predicting wine preference: testing the premises of the vinotype theory PurposeThe purpose of this paper is to outline Tim Hanni’s vinotype theory and to test some of the theories foundational propositions. Specifically, this paper tests whether the wine preferences of novice wine consumers can be predicted using novice consumers’ historic and current food and beverage consumption patterns and preferences.Design/methodology/approachThe sample consists of college students at a large Midwest University in the USA with an average age of 21.5 years. Data are collected via focus group (n = 4), a web-based survey (n = 231) and via recorded hedonic responses to food and wines in a controlled lab setting (n = 75). Correlation, regression and factor analyses are performed.FindingsThe findings support the vinotype theory. Predicted order and structure was found and near-past consumer consumption patterns and preferences predicted the consumer wine preferences of novice wine consumers.Research limitations/implicationsThe use of a convenience sample of college-student wine drinkers from a single university in Midwestern USA limits the paper. While the paper provides support for the vinotype theory, the results are not generalizable to other countries, regions or populations with a different wine-consumption culture. Additional research is necessary to further test and validate the vinotype theory and model.Practical implicationsThe support for the foundational propositions of the vinotype theory suggests that it is reasonable to consider adopting the vinotypic approach. Businesses that sell wine can have their sales and service staff use the vinotypic approach to assist consumers in selecting wines the consumer will find delicious. This should lead to customer satisfaction and possible repeat sales/visits. Consumers can use the vinotype theory to develop an understanding of which wines they like and the reason for liking such. Researchers should use this foundational support to test the model outright.Originality/valueThis is a first academic review of the vinotype theory and a first test of the theory’s foundational propositions independent of the theory’s author. This paper is important, as it provides some independent support for the vinotype theory. The vinotype theory provides a basis for increased understanding and clarity in the realm of wine choice and preference. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing

Predicting wine preference: testing the premises of the vinotype theory

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References (22)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1751-1062
DOI
10.1108/IJWBR-08-2016-0027
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to outline Tim Hanni’s vinotype theory and to test some of the theories foundational propositions. Specifically, this paper tests whether the wine preferences of novice wine consumers can be predicted using novice consumers’ historic and current food and beverage consumption patterns and preferences.Design/methodology/approachThe sample consists of college students at a large Midwest University in the USA with an average age of 21.5 years. Data are collected via focus group (n = 4), a web-based survey (n = 231) and via recorded hedonic responses to food and wines in a controlled lab setting (n = 75). Correlation, regression and factor analyses are performed.FindingsThe findings support the vinotype theory. Predicted order and structure was found and near-past consumer consumption patterns and preferences predicted the consumer wine preferences of novice wine consumers.Research limitations/implicationsThe use of a convenience sample of college-student wine drinkers from a single university in Midwestern USA limits the paper. While the paper provides support for the vinotype theory, the results are not generalizable to other countries, regions or populations with a different wine-consumption culture. Additional research is necessary to further test and validate the vinotype theory and model.Practical implicationsThe support for the foundational propositions of the vinotype theory suggests that it is reasonable to consider adopting the vinotypic approach. Businesses that sell wine can have their sales and service staff use the vinotypic approach to assist consumers in selecting wines the consumer will find delicious. This should lead to customer satisfaction and possible repeat sales/visits. Consumers can use the vinotype theory to develop an understanding of which wines they like and the reason for liking such. Researchers should use this foundational support to test the model outright.Originality/valueThis is a first academic review of the vinotype theory and a first test of the theory’s foundational propositions independent of the theory’s author. This paper is important, as it provides some independent support for the vinotype theory. The vinotype theory provides a basis for increased understanding and clarity in the realm of wine choice and preference.

Journal

International Journal of Wine Business Research – Emerald Publishing

Published: Aug 21, 2017

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