Subjective knowledge, product attributes and consideration set: a wine application

Viot, Catherine

doi:10.1108/17511061211259206

Cited by 51 publications

(64 citation statements)

References 60 publications

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“…However, the work presented herein has discovered four (Charters & Ali-Knight, 2000, 2002, but are in line with those of Alebaki and Iakovidou (2010). The experts consider a higher number of wine attributes to be important in comparison with the remaining segments, and specifically with the novices (Aurier & Philippe, 1999;Viot, 2012). In contrast, the novices do not relate to wine as part of their lifestyle (Barber et al, 2007).…”

Section: Resultsmentioning

confidence: 93%

“…These researchers suggest that subjective knowledge is a valuable variable for the study of consumer behavior, particularly in wine research. Viot (2012) has already studied the effect of subjective knowledge on choice attributes. Wine knowledge is presented as being an important predictor of wine consumption (King et al, 2012).…”

Section: Segmentation Based On Subjective and Objective Variablesmentioning

confidence: 99%

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Market segmentation in wine tourism: strategies for wineries and destinations in Spain

Molina

Gómez

González‐Díaz

et al. 2015

Journal of Wine Research

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Although Spain is a traditional wine-producing area, there is little research on its wine tourism segmentation in comparison to that carried out in New World countries. The main aim of this paper is to identify the different segments of wine tourists that visit Spanish wineries. This research makes a theoretical and practical contribution to both the literature on the segmentation of wine tourists and segmentation techniques. The empirical analysis was carried out in the five Spanish denominations of origin with the largest market shares (Rioja, Ribera del Duero, Navarra, Rueda and La Mancha) and was based on a survey of 598 tourists. The latent class segmentation technique was used for the analysis, and four segments of wine tourists were obtained according to subjective and objective variables. This paper demonstrates how the a posteriori technique of segmentation can be applied in wine tourism research. The findings may provide the managers of wineries and destination management organizations with an important instrument when making strategic decisions.

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Section: Resultsmentioning

confidence: 93%

Section: Segmentation Based On Subjective and Objective Variablesmentioning

confidence: 99%

Market segmentation in wine tourism: strategies for wineries and destinations in Spain

Molina

Gómez

González‐Díaz

et al. 2015

Journal of Wine Research

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“…Evidence also suggests purchasers are willing to spend more per bottle when wine is purchased for special occasions [49]. Although not specific to sparkling wine, it has been suggested that associating a given wine with an occasion might assist consumers with their purchasing decisions [66].…”

Section: Influence Of Price On Consumer Purchasing Behaviormentioning

confidence: 99%

Understanding Australian Wine Consumers’ Preferences for Different Sparkling Wine Styles

et al. 2020

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This study investigated the perceptions and preferences of Australian wine consumers towards different styles of sparkling wine, including French Champagne and Australian sparkling white, red and rosé wine, Moscato and Prosecco. An online survey of 1027 regular sparkling wine consumers captured demographic information, sparkling wine perceptions and preferences, and typical spending and consumption patterns. Consumers were segmented into three distinct clusters ('No Frills', 'Aspirants' and 'Enthusiasts') using the Fine Wine Instrument model. The majority of No Frills consumers were female and typically consumed sparkling wine once per month. Almost 55% of Aspirants were male with a household income of more than AU$75,000. Enthusiast consumers were also predominantly male and well educated, and 64% were under the age of 35 years. Sparkling white wine and Champagne were generally the preferred styles for each consumer group, followed by Moscato and sparkling rosé wine. Interestingly, Moscato scored favorably with both No Frills and Enthusiast segments. Almost 25% of respondents indicated that they were not familiar with Prosecco, while sparkling red wine was perceived similarly by male and female consumers. The findings from this study can be used by sparkling wine producers to better target their products and marketing to the specific needs and expectations of consumers within different segments of the Australian domestic market.

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“…Furthermore, it should be noted that it is not always possible to taste wine before purchasing it. In the case of most supermarkets and other retailers, access to evaluating intrinsic attributes may be limited (Viot, 2012). According to Barber et al (2006), unlike most products, wine generally has to be tasted before the quality can be judged.…”

Section: Pricementioning

confidence: 99%

“From Generation Y to Generation Wine” a Best-Worst Scaling Study of Wine Attribute Importance

Pentz¹,

Filter²

2019

Proceedings of the 52nd International Academic Conference, Barcelona

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South Africa is an emerging market, but it is also the eighth largest wine producer in the world. Despite the country's established position in the global wine industry and its rich history in wine production, South Africa has a significantly low level of wine consumption per capita compared to other wine-producing countries. Consequently, there is a need for wine producers to explore opportunities and strategies to increase domestic wine consumption. One such opportunity lies in new, unexplored markets, such as the emerging Generation Y consumers. However, these consumers seem to lack knowledge when selecting and purchasing wine mainly because of their inadequate experience with the product. Owing to the complex nature of wine, consumers typically identify and prioritise certain wine attributes. For the purposes of this study, 13 wine attributes were identified from prior research that might influence consumers' wine selection and purchase behaviour, namely, 'taste', 'price', 'someone recommended it', 'medal/award', 'brand', 'attractive front label', 'in-store promotions', 'grape variety', 'region of origin', 'information on back label', 'read about it', 'matches my food' and 'information on shelf'. This study investigated the relative importance of these wine attributes to South African Generation Y consumers. A quantitative research design that used self-administered, non-interactive surveys was presented to a student sample at a leading South African university. The relative importance of the wine attributes was measured using the Best-Worst scaling method. The results indicated that 'taste ', 'price', 'someone recommended it,' 'medal/ award' and 'brand' were deemed the most important wine attributes, whereas the attributes 'information on shelf', 'matches my food', 'read about it', 'information on back label' and 'region of origin' were identified as less important. Based on these findings, it is recommended that wine producers should focus their marketing efforts on providing South African Generation Y consumers with experiences that involve tasting wine; that wine producers should compile appropriate wine pricing strategies; and that they should encourage opinion-sharing of their wines. By gaining a deeper understanding of the wine selection and purchasing behaviour of South African Generation Y consumers and the importance they place on wine attributes the low level of South Africa's per capita wine consumption can be addressed in a positive way.

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Subjective knowledge, product attributes and consideration set: a wine application

Cited by 51 publications

References 60 publications

Market segmentation in wine tourism: strategies for wineries and destinations in Spain

Market segmentation in wine tourism: strategies for wineries and destinations in Spain

Understanding Australian Wine Consumers’ Preferences for Different Sparkling Wine Styles

“From Generation Y to Generation Wine” a Best-Worst Scaling Study of Wine Attribute Importance

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