A personality-based measure of the wine consumption experience for millennial consumers

Abstract

Purpose This paper aims to propose a personality-based approach to measure Millennial consumers’ wine evaluations. Past personality-based measures (brand personality, country personality and product personality) each presents their own issues when it comes to measuring wine perceptions, especially those of neophyte wine consumers. This paper proposes a new, holistic and tailored measure to gauge the personality dimensions Millennials perceive in wine. Design/methodology/approach Multiple studies were conducted in France. Items from former personality scales were combined and condensed. An exploratory factor analysis (n = 318) followed by a confirmatory factor analysis (n = 236) across wines from different regions were conducted. Predictive validity tests relating the dimensions of wine personality to key consumer outcomes were also conducted. Finally, face validity tests with real wines were conducted (n = 190). Findings The results suggest two dimensions of wine personality for Millennial consumers: a social and a philosophical dimension. The nine-trait structure is stable across origins and each dimension can be related to quality and value perceptions, attitudes and purchase intent. The findings suggest a new way for managers to gauge the way their wine offering is received by Millennial wine consumers. Originality/value The initial personality structure, uncovered across the multiple studies, suggests a parsimonious way to understand how an important wine segment, Millennials, perceives wines. The measure includes brand, product and origin perceptions and thus proposes a holistic way of understanding young consumers’ perception of wine personality.

Perception of the Attributes of Sherry Wine and Its Consumption in Young People in the South of Spain

“…Also, with the current interest in defining consumer segmentation, demographic aspects such as gender and those based on knowledge and interest in the world of wine were investigated. Thus, some studies have shown how young people's wine choices are fundamentally influenced by extrinsic type factors (bottling, labelling, and design) rather than by the characteristics of the product itself (producer, country of origin, type of wine, graduation, quality or solera) [15,26]. Even women give greater importance to the external signals of the wine than to the internal ones, according to Bruwer and McCutcheon [42].…”

“…In short, they are more involved in the decision process before making a purchase, and will, therefore, be guided by higher marks [44][45][46]48]. Concerning the search for information, Millennials have demonstrated active participation in activities related to wine, such as the search for emotional, experimental and educational value [15].…”

“…Thus, as Silva, Figueiredo, Hogg, and Sottomayor [10] suggested, research has focused primarily on quantitative studies on trends in wine consumption in adults, and when they have focused on the youth group, they have only focused on issues related to consumer abuse [11][12][13][14]. Nevertheless, some knowledge of the elements that motivate the non-abusive consumption of wine among young people will help wine producers have a better idea of how future consumers will react, as well as to better understand their expectations [15].…”

Wine consumers in British Columbia, Canada

“…Wine as a complex consumer product Wine is often defined as a complex product (Bruwer et al, 2011;Muelleret al, 2011;Ferro and Amaro, 2018;Lai, 2019) that goes beyond a mere consumer good but requires an understanding of how it is perceived and consumed, including influences such as culture, history, identity, value and socialization. Early this century, several researchers have attempted to make sense of these many factors that determine the consumer experience and then drill down into different consumer groups and their unique preferences IJWBR 32,3 (Hammond et al, 2013;Lategan et al, 2017;Spielmann et al, 2016). Popular factors were the different taste and visual aspects of the wine and correlating it with gender, age and experience (Bruwer et al, 2011), others have explored the factors that affect wine purchasing behaviour such as the location and environment when purchasing or consuming wine (Bruwer and McCutcheon, 2017) and others again compared the findings across countries (Mueller et al, 2011).…”

Os Traços Identitários dos Consumidores de Vinhos em Minas Gerais

“…Nesta perspectiva, o vinho tem sido objeto de estudo em identidade pelos pesquisadores, os quais investigaram o envolvimento e o autoconceito em contextos situacionais com a bebida (Roe & Bruwer, 2017); o "coorte" etário e a sociodemografia entre idosos e jovens, em que as compras de vinhos especiais aumentam em razão do envelhecimento do indivíduo (Bruwer & McCutcheon, 2017); a formação identitária de consumidores em face a influência de atributos como a marca, altos preços, ponto de venda (não)tradicional, gostos, categoria de luxo e local de origem (Higgins & Wolf, 2016;Spielmann et al, 2016); e a influência do estilo de vida e dos contatos socioculturais, mediante ao forte envolvimento com o vinho na construção da identidade do consumidor (Rössel & Pape, 2016;Ritchie, 2007).…”