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Xit GenX and Older Wine Drinker Comparisons in New Zealand

Xit GenX and Older Wine Drinker Comparisons in New Zealand Some wine marketing studies make reference to the importance of GenerationX as the next wave of wine drinkers, but draw attention to a glaring fact this next generation is consuming less wine than national averages. Whilst considerable amounts of information about GenerationX exist, few studies have addressed their underlying wine purchasing behaviours. A mock label for a red and white wine was developed and respondents were asked to indicate their probability of purchase and the price they would pay. A range of wine purchasing behaviour questions were included. A questionnaire was randomly presented in a mail survey to 1,144 New Zealand respondents drawn from a national wine mailing list n640 and an academic institution n504. No followup was undertaken and a 28 response rate was achieved. GenerationX wine consumers exhibited more differences than similarities to the older age cohort, with many differences being statistically significant. Whilst GenerationX purchase wines in a similar fashion, they are mainly light purchasers of bottled wine. GenerationX respondents showed a stronger likelihood of purchasing a neverbeforeseen wine and place a different emphasis on wine label information. More research on GenerationX and their behaviours as wine consumers is required. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Xit GenX and Older Wine Drinker Comparisons in New Zealand

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References (7)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008787
Publisher site
See Article on Publisher Site

Abstract

Some wine marketing studies make reference to the importance of GenerationX as the next wave of wine drinkers, but draw attention to a glaring fact this next generation is consuming less wine than national averages. Whilst considerable amounts of information about GenerationX exist, few studies have addressed their underlying wine purchasing behaviours. A mock label for a red and white wine was developed and respondents were asked to indicate their probability of purchase and the price they would pay. A range of wine purchasing behaviour questions were included. A questionnaire was randomly presented in a mail survey to 1,144 New Zealand respondents drawn from a national wine mailing list n640 and an academic institution n504. No followup was undertaken and a 28 response rate was achieved. GenerationX wine consumers exhibited more differences than similarities to the older age cohort, with many differences being statistically significant. Whilst GenerationX purchase wines in a similar fashion, they are mainly light purchasers of bottled wine. GenerationX respondents showed a stronger likelihood of purchasing a neverbeforeseen wine and place a different emphasis on wine label information. More research on GenerationX and their behaviours as wine consumers is required.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Feb 1, 2005

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