Market segment analysis to target young adult wine drinkers

Abstract

Consumer segmentation in the wine industry takes on many forms: demographic, geographic, behavioral, and others. In the United States, one of the most promising new demographic segments is the Millennial or Echo Boomer segment, which is being targeted by many consumer industries due to its size and buying power. For the wine industry, this group currently fits the legal drinking age range of 21 to 28. This empirical study describes the perceptions and attitudes of 108 Millennials regarding wine and what the wine industry can do to better market to them in a responsible manner. Results indicate that there is a need for greater wine advertising to this group utilizing fun, social, and relaxed settings; more innovative packaging and labels; a focus on “value” wines; as well as taste enhancements and environmental emphasis. [EconLit citations: M310]. © 2006 Wiley Periodicals, Inc. Agribusiness 22: 307-322, 2006.

Customer value perception: cross-generational preferences for wine

“…Targeting Generation Y consumers, the specific involvement level is crucial in the consumer's response to wine. Moreover, as in the literature often described (Barber et al, 2008b;Thach and Olsen, 2006), our study supported that Generation Y is striving for fun and pleasure, reflecting in the significant influence of the individual value on the wine consumption behaviour. Focusing on the Generation Y, marketers should therefore likewise the communication with Generation X include personal enjoyment and hedonic experiences in marketing strategies.…”

“…Various studies have shown that considerable differences in wine consumption can be identified across generations what supports the market segmentation on the basis of age cohorts (e.g. Chrysochou et al, 2012;Agnoli et al, 2011;Barrena and Sanchez, 2009;Thach and Olsen, 2006;Thomas and Pickering, 2005). With respect to the benefits of wine consumption, it was found that young consumers perceive wine as a beverage, playing an important role in social occasions (Olsen et al, 2007).…”

“…With respect to the benefits of wine consumption, it was found that young consumers perceive wine as a beverage, playing an important role in social occasions (Olsen et al, 2007). Thus, Generation Y is more likely to drink wine in bars or restaurants (Teagle et al, 2010;Thach and Olsen, 2006) and Mtimet and Albisu (2006) found that in Europe more than half of the wine consumed by young people was consumed outside the home. Apart from these social aspects, it is important for Generation Y consumers that wine tastes good and that it offers a certain value for money .…”

“…occasions, benefits, usage rate and readiness to purchase (Bruwer et al, 2001;Thach and Olsen, 2006;Barber et al, 2008b). Of particular interest for the present study is the segmentation along generations because demographics of wine consumers are changing wherefore it is not only important to understand "why" consumers purchase but also "who" is purchasing (Barber et al, 2008b).…”

Las Preferencias Del Consumidor Usando El Método De Máximas Diferencias

“…Bernabéu et al (2012) observa que la producción orgánica es un atributo relativamente importante para los consumidores jóvenes. Adicionalmente, los jóvenes han demostrado dar una mayor importancia al precio del vino y al diseño (Thach & Olsen, 2006). En España, García, Barrena, y Grande (2013) observan que los jóvenes están más preocupados por un estilo saludable, y que solo un pequeño grupo de ellos tiene una vaga idea de las denominaciones de origen.…”