Generation Y female consumer decision‐making styles

Bakewell, Cathy; Mitchell, Vincent‐Wayne

doi:10.1108/09590550310461994

Cited by 391 publications

(336 citation statements)

References 38 publications

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“…Such opportunities are also significant for the long-term future of the wine industry and wine tourism because of the potential for consumption habits, such as drinking wine and visiting wineries, to be maintained over a cohort as the cohort grows older (e.g. GLENN, 1977;GILLEARD;HIGGS, 2002;BAKEWELL;MITCHELL, 2003).…”

Section: Introductionmentioning

confidence: 99%

Tasting fees and the youth market

Treloar

Hall

2008

RBTUR

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Many wineries in Australia and New Zealand are seeking strategies to continue to develop in a highly competitive marketplace. One such strategy is via the development of wine tourism. Although there is a significant amount of literature of the relative advantages and disadvantages of wine tourism for small wineries, particularly with respect to its educational and market development function, there is very little research available on how wine tourism is perceived by the next generation of wine drinkers -the youth market. The purpose of this study is therefore to gain a better understanding of how the youth market perceives tasting fees at wineries and influences on purchasing and other wine behaviours. In late 2003, 599 surveys were distributed to ten universities throughout Australia and New Zealand, of which 448 were returned, representing a valid response rate of 74.8 percent. The results of the survey indicated that the majority of respondents who thought of wine tourism as an appealing activity, who had visited wineries previously, who normally consumed and purchased wine and who had some knowledge of wine all thought that a fee at the cellar door would impact on their decision to visit. Wineries need to maximise the return on their wine, however there also needs to be recognition of the potential trade-off between immediate returns from charging for tastings and cellar-door sales versus longer-term returns from direct and indirect sales. In some markets, and particularly the 'Generation Y' market, seeking short-term returns through charging may affect longer-term custom and loyalty. However, regardless of the strategy, it is important that it is effectively communicated to the market, particularly if individual wineries are interested in growing the market for the future.

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Section: Introductionmentioning

confidence: 99%

Tasting fees and the youth market

Treloar

Hall

2008

RBTUR

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“…In the context of Generation Y consumers, research has demonstrated that individuals within this age cohort display differing shopping orientations, thereby provoking the need for more extensive empirical introspection (Jin & Kim, 2003). More specifically, Generation Y consumers have been brought up in an era when shopping has evolved from being a simple act of purchasing to a highly complex and sophisticated process (Bakewell & Mitchell, 2003). There are at least three reasons for conducting this study.…”

Section: Research Problemmentioning

confidence: 99%

“…The underlying determinants of how and why people shop has been a topic of study for many years (Bakewell & Mitchell, 2003). In the context of Generation Y consumers, research has demonstrated that individuals within this age cohort display differing shopping orientations, thereby provoking the need for more extensive empirical introspection (Jin & Kim, 2003).…”

Section: Research Problemmentioning

confidence: 99%

Generation Y Consumer Shopping Styles: Evidence from South Africa

Mandhlazi

Dhurup

Mafini

2013

MJSS

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“…Millennials are said to have been heavily influenced by the Great Recession (Archer, 2017). More than half of the millennials in our survey sample reported that one or both of their parents had lost a job at some This has led to an explosion of research about the attitudes and opinions of millennials as employees (Ertas, 2015;Myers and Sadaghiani, 2010), consumers (Bakewell and Mitchell, 2003;Gurău, 2012;Noble, Haytko, and Phillips, 2009), and citizens (Jennings and Stoker, 2004). In 2013, Time magazine put millennials on a cover that derided the "Me, Me, Me Generation" as "lazy, entitled narcissists" (Stein, 2013).…”

Section: Baby Boommentioning

confidence: 99%