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The factors influencing consumers’ behaviour on wine consumption in the Turkish wine market

The factors influencing consumers’ behaviour on wine consumption in the Turkish wine market Purpose – The purpose of this study is to analyse the factors influencing wine consumption in Turkey. Since a wine consumption culture is a recent development in Turkey, there is a need to examine consumer factors that affect wine consumption to better understand consumers’ buying processes. Design/methodology/approach – This study presents the findings of a field study conducted in Izmir which has the highest alcohol consumption per capita in Turkey. A sample of 431 wine consumers is used to identify the factors influencing consumers’ behaviour on wine consumption. Findings – The wine market has been blooming in Turkey in recent years. Wine consumption is influenced by cultural, demographic, consumer attitudes, consumption habits as well as other different factors. A number of socio‐economic and demographic consumer characteristics indicate that these factors influence wine consumption and consumers’ preferences. The study offers important insights into the characteristics of wine consumption and the target market in Turkey. Research limitations/implications – As an exploratory study, both the scope and the use of convenience samples limit the generalizability of the findings. Further research exploring consumer attitudes to factors such as taste, aroma, certification etc. and a more robust sampling methodology is called for. Originality/value – This is the first research conducted in Turkey to define the factors influencing wine consumption and provides useful insights into the topic as well as a basis for future studies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png EuroMed Journal of Business Emerald Publishing

The factors influencing consumers’ behaviour on wine consumption in the Turkish wine market

EuroMed Journal of Business , Volume 6 (3): 18 – Sep 18, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1450-2194
DOI
10.1108/14502191111170150
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this study is to analyse the factors influencing wine consumption in Turkey. Since a wine consumption culture is a recent development in Turkey, there is a need to examine consumer factors that affect wine consumption to better understand consumers’ buying processes. Design/methodology/approach – This study presents the findings of a field study conducted in Izmir which has the highest alcohol consumption per capita in Turkey. A sample of 431 wine consumers is used to identify the factors influencing consumers’ behaviour on wine consumption. Findings – The wine market has been blooming in Turkey in recent years. Wine consumption is influenced by cultural, demographic, consumer attitudes, consumption habits as well as other different factors. A number of socio‐economic and demographic consumer characteristics indicate that these factors influence wine consumption and consumers’ preferences. The study offers important insights into the characteristics of wine consumption and the target market in Turkey. Research limitations/implications – As an exploratory study, both the scope and the use of convenience samples limit the generalizability of the findings. Further research exploring consumer attitudes to factors such as taste, aroma, certification etc. and a more robust sampling methodology is called for. Originality/value – This is the first research conducted in Turkey to define the factors influencing wine consumption and provides useful insights into the topic as well as a basis for future studies.

Journal

EuroMed Journal of BusinessEmerald Publishing

Published: Sep 18, 2011

Keywords: Consumer behaviour; Wine consumption; Turkish wine market; Wines; Turkey

References