Rethinking Luxury for Segmentation and Brand Strategy: The Semiotic Square and Identity Prism Model for Fine Wines

Galli, Federica; Boger, Carl A.; Taylor, David

doi:10.3390/beverages5010026

Cited by 4 publications

(5 citation statements)

References 65 publications

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“…These are for the traditional parameters of our findings such as the region of origin [10], the variety of grapes [14], the price [15], and the quality certificates [18], and for the sustainability parameters [17,56], the organic [22], without alcohol [25], and without sulfite [21]. Furthermore for the organoleptic parameters of our findings similar results are recorded too [73,74], and for the appearance parameters such as brand name [16], and labeling [51].…”

Section: Discussionsupporting

confidence: 85%

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The Impact of COVID-19 on Consumers’ Motives in Purchasing and Consuming Quality Greek Wine

et al. 2022

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In the rising post COVID-19 period the world is different not only from the economic point of view but also from the social and cultural point, including the selection of goods, and foods by the “new” customers. Wine is a major daily drink worldwide, affecting the lives of consumers worldwide. The aim of the study was to investigate the impact of COVID-19 on consumers’ motives for quality wine, namely the Greek wine and the local Samos’ Greek wine, assessing possible changes in their wine habits effecting current and future wine production, consumption, and sustainable regional development. Consumers’ motives were tested using variables of wine purchase and consumption (such as place of purchase, money spent, amount consumed, accompaniment meals), and preference for quality wine (such as traditional, appearance, organoleptic, sustainable, general characteristics). A self-response questionnaire survey was carried out in January and February 2022 on a sample of 1493 participants through the Google platform. Basic statistical tools, combined with cross and Chi-square tests were used in order to analyze the collected data. The results show interesting changes in consumers’ motives in the new rising global era. The participants buy less from supermarket (−4.2%), more via online (+1.8%) and equally from other places, the majority one bottle per month spending 10 to 20 euros today. They consume less wine (−5.1%), the majority one bottle per month, preferable at home (+6%), with friends (+1.6%), rather than at the restaurant (−8.2%), the club/bar (−8.9%), the night club (−5.8%), or during celebration (−3.2%). They continue to prefer the “red with red, white to white” accompaniments with meals. They select quality wines based on the conventional variables with emphasis to the taste (94.5%), aroma (83.9%), value for money (72.8%). The participants expressed similar motives for the quality Samos’ wines. However, even though they are aware of its high quality (92.9%), only 53% of them have tasted them, and fewer are consuming then occasionally (32.3%). Our findings indicate that the sustainability, and growth of the quality wine in the new socioeconomic era, should focus on the easy access (including on line), the consumption at home, with friends and family, keeping the same preferences between different kinds of wine with the different meals for the consumers.

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Section: Discussionsupporting

confidence: 85%

“…The main selection drivers are the country of origin and the region of production [13]. Variety of grapes [14], cost [15], and branding [16] are key parameters for wine selection. Sustainability has also become a key issue for the consumers and the industry [17].…”

Section: Literature Reviewmentioning

confidence: 99%

The Impact of COVID-19 on Consumers’ Motives in Purchasing and Consuming Quality Greek Wine

et al. 2022

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“…Consequently, a significant body of academic knowledge is emerging, focusing on defining luxury wine and uncovering its consumption characteristics (Wolf et al, 2016;Baker and Nenonen, 2020). In fact, in the context of luxury consumption, luxury wine is very often interchangeably referred to as premium (Baker and Nenonen, 2020;Sung et al, 2020), ultra-premium (Beverland, 2005), prestigious (Lee and Luster, 2015), fine (Galli et al, 2019) or high-end (Donz e and Katsumata, 2021). As such, academics have reached no consensus on what defines luxury wine and its differences from the abovementioned nomens.…”

Section: Luxury Wine Consumption 679mentioning

confidence: 99%

“…In fact, in the context of luxury consumption, luxury wine is very often interchangeably referred to as premium (Baker and Nenonen, 2020; Sung et al. , 2020), ultra-premium (Beverland, 2005), prestigious (Lee and Luster, 2015), fine (Galli et al. , 2019) or high-end (Donzé and Katsumata, 2021).…”

Section: Introductionmentioning

confidence: 99%

Drinking in style? Literature review of luxury wine consumption

Wright

Yoon

Morrison

et al. 2022

BFJ

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PurposeThis paper aims to review and map the landscape of luxury wine consumption in multidisciplinary literature. It highlights the key themes of analysis, consumer markets and common behaviours of luxury wine consumption.Design/methodology/approachThe paper analyses 85 articles on luxury wine consumption using Leximancer and content analysis.FindingsSix main topics in the extant literature are identified as follows: product perception, wine price, wine information, consumption behaviour, group and China market. Our study revealed the shift in luxury consumption towards affordability, availability, middle-class, younger consumers and predominantly Asian markets.Research limitations/implicationsAs a follow-up to this research, empirical research on luxury wine consumption is needed to establish more precise definitions of terms.Social implicationsWine as a product is susceptible to social changes and preferences, positioning it between old and common luxury.Originality/valueThis research offers theoretical insights into research on luxury wine, including how the literature reflects recent societal changes. It also provides a roadmap for future research in this field.

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“…Moreover, the sensory characteristics of the wine [12], the variety of grapes [13], the region of origin [14], the branding [15], the packaging, and the label [16][17][18] seem to affect consumers to a different degree. Well-known brands are more likely to be trusted when consumers have no experience with the product [19].…”

Section: Introductionmentioning

confidence: 99%

An Exploratory Research Regarding Greek Consumers’ Behavior on Wine and Wineries’ Character

Sykalia,

Chrisostomidou,

Karabagias

2023

Beverages

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Given the lack of data regarding the preferences, behavior and habits of wine consumers in Greece, the purpose of the present study was to investigate consumer trends and explore the factors that affect the purchase and consumption of wine in comparison with other alcoholic beverages. For this purpose, a self-response questionnaire survey was designed through the Google platform on a sample of 994 participants. In order to analyze the collected data, statistical analysis was done. A second online questionnaire was introduced to Greek winery companies. The purpose was to examine if the wine producers follow the wine consumption trends according to the desires of the Greek wine consumers or are addressed to a more international audience. As for the wine companies’ perspectives, we wanted to collect data regarding the amount of their production and the type of wine they produce and to know about their profile (international, exports, strategies, etc.). We collected 71 responses from wineries located in different parts of Greece. For the first time in the last 10 years, there is a profile of Greek consumers’ behavior toward wine in comparison with other alcoholic beverages and knowledge of specific operational data of Greek wineries using an online questionnaire survey (e-survey).

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Rethinking Luxury for Segmentation and Brand Strategy: The Semiotic Square and Identity Prism Model for Fine Wines

Cited by 4 publications

References 65 publications

The Impact of COVID-19 on Consumers’ Motives in Purchasing and Consuming Quality Greek Wine

The Impact of COVID-19 on Consumers’ Motives in Purchasing and Consuming Quality Greek Wine

Drinking in style? Literature review of luxury wine consumption

An Exploratory Research Regarding Greek Consumers’ Behavior on Wine and Wineries’ Character

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