Toward a model of sparkling wine purchasing preferences

Verdonk, Naomi; Wilkinson, John; Culbert, Julie A.; Ristić, Renata; Pearce, Karma; Wilkinson, Kerry L.

doi:10.1108/ijwbr-10-2015-0048

Cited by 37 publications

(47 citation statements)

References 35 publications

(59 reference statements)

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“…Additionally, the median scores provided by women for sparkling white, Moscato and sparkling rosé were all significantly higher than those of men (p < 0.05). These findings are consistent with previous research suggesting gender-based interest and/or preference in sparkling wine [45,50].…”

Section: Of 21supporting

confidence: 93%

“…It has been argued that a number of variables are affected by this situational context, including the country of origin effect, the price consumers are willing to pay and perceptions of prestige and luxury [13]. In the current study, when survey participants were asked whether they would consume different sparkling wine styles at a number of pre-determined occasions (identified during focus groups previously conducted by Verdonk and colleagues [45]), the results showed highly significant differences between the ranked medians of the FWI segments for all occasions (p < 0.05). Each of the occasions specified showed an increase in the likelihood of consumption as consumer involvement increased (No Frills median ≤ Aspirant median ≤ Enthusiast median).…”

Section: Influence Of Occasion On the Consumption Of Different Sparklmentioning

confidence: 99%

“…Respondents indicated their preferences for different styles using 9 point Likert scales (where 1 = extremely dislike to 9 = extremely like). Participants were also asked whether they would be likely to consume different sparkling wine styles at a number of pre-determined occasions (e.g., birthdays, Christmas, New Year and others identified in a previous study [45]), again using a 9 point category scale (where 1 = never, 5 = sometimes and 9 = always). Finally, participants were asked how much they would typically spend on a bottle of each style of sparkling wine at a retail outlet; with response options being: never purchase; <AU$15; AU$15-$29; AU$30-$49; AU$50-$79; and >AU$80.…”

Section: Introductionmentioning

confidence: 99%

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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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Section: Of 21supporting

confidence: 93%

Section: Influence Of Occasion On the Consumption Of Different Sparklmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Understanding Australian Wine Consumers’ Preferences for Different Sparkling Wine Styles

et al. 2020

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“…There has been limited research focusing on sparkling wine consumers (Verdonk et al, 2017). Sparkling wine is perceived as a separate product type from still wine (Charters, 2005), especially in new markets.…”

Section: Introductionmentioning

confidence: 99%

“…The role of brand image and reputation on purchasing preferences of sparkling wine has been clearly highlighted in Europe, as in the German (Mueller, 2006), French (Vignes & Gergaud, 2007), Croatian (Cerjak, Tomić, & Fočić, 2014), US (Judica & Steven Perkins, 1992) and Australian market (Verdonk et al, 2017). Collective reputation, like country or region of origin or PDO/PGI, plays a similar role both in Italy (Thiene, Scarpa, Galletto, & Boatto, 2013b) and in Germany (Mueller, 2006); in the latter Trestini, Giampietri, Szathvary, and Dal Bianco (2018) identify some price effect related to the alleged imitation of Prosecco name.…”

Section: Introductionmentioning

confidence: 99%

Understanding consumption choice of prosecco wine: an empirical analysis using Italian and German Homescan data

Bianco¹,

Boatto

Trestini

et al. 2018

Journal of Wine Research

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This study analyses the degree to which wine consumers are truly able to intrinsically evaluate the meaning of a designation of origin certification or whether they generally consider such a certification to be a vague credence attribute. This issue was addressed through an empirical analysis of Homescan Panel data in the Italian and German markets, using a Heckman probit model to assess the role of consumers' characteristics and habits in the choice of 'Prosecco' wines characterized by two different levels of the denomination of origin certification. Our results suggest that Prosecco sparkling wine is perceived as a product of medium-high positioning and is preferably purchased by households that buy wines with a higher unit price. In contrast, consumers who appreciate sparkling wine did not show any preference towards a specific type of Prosecco, especially outside the area of production, such as in the German market, which suggests that they still do not completely understand the difference between the certification levels. ARTICLE HISTORY

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The Italian market of sparkling wines: Latent variable models for brand positioning, customer loyalty, and transitions across brands' preferences

2020

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The Italian market of sparkling wines has undergone a strong expansion driven by what can be defined as the "Prosecco phenomenon." It has extended consumption reaching new and more complex segments with a wide offer of appellations, brands, and prices. We aim to evaluate the Italian market of sparkling wines to figure out the competitive associations among the major brands. We propose two different analyses to disentangle distinctive groups of brands. First, using the information on scanner purchases of sparkling wines recorded by a consumer panel over a 2-year period, and appropriate specifications of the latent class model, we cluster homogeneous groups of winery brands for the product attributes they propose to the market. Then, we analyze consumers' brand preferences from a dynamic perspective by employing a hidden Markov model to identify segments of brands perceived as similar. These results shed light on loyalty behavior and its evolution over time in the market.

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Toward a model of sparkling wine purchasing preferences

Cited by 37 publications

References 35 publications

Understanding Australian Wine Consumers’ Preferences for Different Sparkling Wine Styles

Understanding Australian Wine Consumers’ Preferences for Different Sparkling Wine Styles

Understanding consumption choice of prosecco wine: an empirical analysis using Italian and German Homescan data

The Italian market of sparkling wines: Latent variable models for brand positioning, customer loyalty, and transitions across brands' preferences

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