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Status or fun? A cross-cultural examination of young consumers' responses to images of champagne and sparkling wine

Status or fun? A cross-cultural examination of young consumers' responses to images of champagne... PurposeThe current study aimed to test Luna and Gupta’s (2001) investigative framework on the interaction of cultural values and consumer behaviour by conducting a cross-cultural comparison of young wine consumers’ interpretation of images of champagne and sparkling wine. The research examined consumer responses to the images through the prism of the relationship between symbolism, ritual, and myth, as well as other related values.Design/methodology/approachIn a series of focus groups with consumers from four Anglophone countries (the US, New Zealand, Australia, and the UK), six images of champagne and sparkling wine were used as stimuli to encourage affective and cognitive perspectives on the topic. FindingsOverall, the UK market showed distinct differences from the other markets, due very much to its cultural context. The UK consumers valued traditional advertising; focused mainly on the product itself; and did not associate champagne with fun. Respondents from the New World focused on the general impression of the image and on enjoyment and fun associated with consumption of champagne and sparkling wine.Practical implicationsThe most crucial implication of this research is the cultural variation in consumer perceptions of champagne and sparkling wine and the impact that it has upon marketing strategies on how to market this product category to younger consumers in different markets.Originality/valueThis research contributes to the study of cultural values and consumption behaviour, as well as image effectiveness in forming perceptions of the product category. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Status or fun? A cross-cultural examination of young consumers' responses to images of champagne and sparkling wine

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References (34)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-070X
DOI
10.1108/BFJ-12-2015-0497
Publisher site
See Article on Publisher Site

Abstract

PurposeThe current study aimed to test Luna and Gupta’s (2001) investigative framework on the interaction of cultural values and consumer behaviour by conducting a cross-cultural comparison of young wine consumers’ interpretation of images of champagne and sparkling wine. The research examined consumer responses to the images through the prism of the relationship between symbolism, ritual, and myth, as well as other related values.Design/methodology/approachIn a series of focus groups with consumers from four Anglophone countries (the US, New Zealand, Australia, and the UK), six images of champagne and sparkling wine were used as stimuli to encourage affective and cognitive perspectives on the topic. FindingsOverall, the UK market showed distinct differences from the other markets, due very much to its cultural context. The UK consumers valued traditional advertising; focused mainly on the product itself; and did not associate champagne with fun. Respondents from the New World focused on the general impression of the image and on enjoyment and fun associated with consumption of champagne and sparkling wine.Practical implicationsThe most crucial implication of this research is the cultural variation in consumer perceptions of champagne and sparkling wine and the impact that it has upon marketing strategies on how to market this product category to younger consumers in different markets.Originality/valueThis research contributes to the study of cultural values and consumption behaviour, as well as image effectiveness in forming perceptions of the product category.

Journal

British Food Journal – Emerald Publishing

Published: Aug 1, 2016

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