This paper aims to understand the consumption behavior of Armenian wine consumers who are active on social media platforms. Specifically, this study seeks to understand the psychographic ...characteristics, consumption habits, and preferences of wine consumers in a developing economy. This is one of the first wine studies on the psychographics of Armenian consumers. Understanding their shopping behaviors is key to developing capacity, increasing production, diversifying products, and launching a global expansion. The results show that the most important factors affecting consumer purchasing behavior are quality and taste, followed by image, price, and place of origin, in descending order. In terms of communication channels, word-of-mouth with colleagues, friends, or relatives is the most important method, followed by traveling to wine regions, learning about wine via social media, and television advertising. This information is crucial to marketers engaged in promoting a consumer product from an emerging industry.
The wine market is very competitive. It is relatively easy for new competitors to enter and there is increasing competition from spirits and beer producers. In addition, wine has begun to be produced ...in countries with no tradition of wine production, such as Sweden, Norway, Slovakia, and Poland. On such markets, consumers tend to have little experience and knowledge of wine. The aim of this publication is to identify the preferences of wine consumers in Poland and their significance for the management of wine businesses. The research method used was an indirect survey. An online survey was used as the research tool. The survey was carried out between June 2020 and March 2021. The questionnaire was completed by a total of 723 adults. The most popular places to buy wine were discount stores and supermarkets. More than 50% of respondents paid up to PLN 35 (EUR 8) for a bottle of wine. They also prefer quality wines. However, one in four consumers cannot tell the difference between regional, table, and quality wines. Among the various attributes of wine, the most important for consumers were the design of the label, the way the bottle was sealed, and the country of origin. The most important factors when buying wine were the type of wine (dry, semi-dry, semi-sweet, or sweet), value for money, and previous experience with wine. Wines from the countries with the largest wine production were preferred: Italy, Spain, and France. According to the study, consumers showed little interest in various wine novelties.
PurposeWine culture is an increasingly important reality for the development of wine regions that can foster a sense of cultural identity (CI). With the aim of guiding marketing in the wine market ...and segmenting demand, this study aims to introduce the moderating role of wine-related cultural identity (WCI) in a Cognitive-Affective-Normative (CAN) model to explain purchase intention for innovations.Design/methodology/approachThis quantitative study was conducted in Spain, the country with the largest acreage of vineyards in the world. Specifically, a personal survey was applied to a sample of 1,126 potential buyers of a wine innovation in Rioja, the Spanish wine region with the longest tradition.Findings(1) WCI moderates acceptance of a wine innovation; (2) WCI levels generate new segments: Enoculturalists (44.67%), who have a strong WCI, Intermediate Enoculturalists (38.90%), with an intermediate WCI and Non-Enoculturalists (16.43%), who have no WCI; and (3) the CAN model strongly explains the behavior of Non-Enoculturalists (R2 = 0.81).Originality/valueThe originality of the research lies in the opportunity to test a technical innovation in wine production in a region characterized by a strong wine-growing tradition. Despite growing interest in local products, no study has yet examined the moderating role of CI in a new food acceptance model as proposed here. The findings have important theoretical and practical implications, as they identify new groups for targeting innovation-related actions and reactivating wine consumption in keeping with new consumer trends.
Icewine is a sizable niche in the Canadian wine industry that has attracted little attention from marketing and branding researchers. A first step in understanding the marketing mix and brand ...positioning strategies was to develop a modified Aesthetics and Ontology (AO) framework to classify consumers of luxury wines and spirits specifically focused on icewine. This paper examines where Canadian icewine producers place their brand and consumers within this AO typology. The authors applied a thematic analysis approach to categorize five semi-structured interviews with representatives of Canadian icewine producers. The modified AO framework was applied to the findings to assess the positioning of the respective icewine brands. The analysis uncovered decidedly homogenous approaches to the positioning and marketing of Canadian icewine. Most purchasers were regarded as novices, with the largest portion of purchases occurring at duty free retail locations; on-site winery experiences comprise a secondary channel. Applying the modified AO framework, the predominant customer group was identified as the 'carouser'. Product variances, pricing strategies, and product packaging were comparatively minor. This homogenous approach to branding and marketing mix should be further explored to understand the potential for alternative and distinct positioning methodologies for Canadian icewine producers.
Wine tourism in Mexico: an initial exploration Novo, Gerardo; Osorio, Maribel; Sotomayor, Sergio
Anatolia : an international journal of tourism and hospitality research,
04/2019, Letnik:
30, Številka:
2
Journal Article
Recenzirano
In the 1980s, the wine industry in Mexico began to define its own identity, and by the end of the 1990s wine regions started to experience the attraction of their first visitors. This fact changed ...the producers' perspective and enhanced the definition of products and experiences associated with tourism. This paper seeks to present an overview of the current state of the wine tourism industry in Mexico, while analyzing the conditions for its emergence and growth based on a three-stage tourism model proposed by Carmichael and Senese. The development of new wine regions, the emergence of wineries and the growing interest in the food-related tourism make the wine tourism sector a promising activity in Mexico.
This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web ...communication was carried out by the AGIL Scheme (i.e., adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Additionally, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories, helping environmentally safeguard and contrast territory abandonment by rural communities. The findings highlight that effective communication of heroic viticulture may be used to reposition these wines and increase their competitive advantage in foreign markets. The study generates new ideas for reflection on new types of web communication.
Purpose
This study aims to understand the degree of predictability and value in analyzing consumer purchase patterns in the US wine retail market. The study considers whether brands in US wine ...retailing follow the well-established Duplication of Purchase Law and Double Jeopardy Law.
Design/methodology/approach
Over 20,000 customer panel wine purchases were analyzed from a number of locations within a supermarket chain based on the West Coast of the USA. Cross-purchasing behavior for the top 20 wine brands by market penetration was analyzed to assess whether the well-established Duplication of Purchase Law and Double Jeopardy Law hold up in this wine retail setting in the USA. The degree of predictability and the existence of anomalies in expected cross-purchasing behavior were identified in the analysis.
Findings
Results confirmed a Double Jeopardy pattern and that wine cross-purchasing patterns for the most part followed the Duplication of Purchase Law. However, exceptions to these patterns were found, which indicated areas in need of managerial attention due to the potential to remedy, develop or monitor the most prominent variations between predicted and realized cross-purchasing behavior. Repeated identification of variations has been identified in other product categories, known as market partitions.
Originality/value
Although it is commonly believed that wine is a unique product category, the results of this study demonstrate that consumer behavior toward wine is similar to other fast-moving consumer goods. The exceptions suggest that while similar consumer purchase patterns are evident, consumers are more likely to cross purchase wine brands and grape types more than would be expected given Duplication of Purchase Law benchmarks.
This paper examines the driving forces and key success factors related to the increasing globalization of the wine industry. It further analyzes the current competitive advantage positions of four ...Old and five New World wine producing countries. The group with the strongest sources of competitive advantage position includes the United States, Australia, and Chile. The group of countries with moderate competitive advantages includes Italy, Spain, Argentina and South Africa, and the countries with the weakest competitive advantages in the global wine industry are two traditional strongholds of wine production from the Old World: France and Germany. This competitive advantage scenario should be a wake-up call to many countries. The study offers three specific recommendations for wineries of all sizes in all nations. They are: (i) increased emphasis on market orientation, (ii) increased export assistance, (iii) managing trade barriers effectively.
What a consumer knows about a product or service is crucial to how it is marketed, and this is particularly true in the case of information-intensive products. However, there are two important sides ...to consumer knowledge: first, there is what consumers really know, or objective knowledge; second, there is what consumers think they know, or subjective knowledge. Interestingly, relatively little is known about the relationship between these two aspects of consumer knowledge or about the variables that impact this knowledge. Using data from a study of consumers’ knowledge of wine, the relationships between and influencers of objective and subjective knowledge are explored in this installment of Technology & Marketing, and a typology of customer knowledge is developed. This has useful implications for the marketing of wine and other information-rich products.
Entrepreneurial processes are most often based on new physical or organizational innovations; however, prior research has shown that the opening of new markets for existing products can be a key ...innovative component in an entrepreneurial process. Most research on innovation focuses on new technologies, products and organizational forms. However, the key role played by different marketing tools in entrepreneurial processes is seldom highlighted. In this study, we highlight how story telling can become a vehicle in an entrepreneurial process to open new markets for existing products and how national history and culture are used in story telling. This article highlights how the Georgian wine industry uses story telling to open a new market for Georgian wines and identifies elements used to differentiate Georgian wines from the current market division into the 'old' and the 'new world', with a product that embodies an ancient heritage, opening a market for historical wines. The study is based on in-depth interviews and content analysis using both phenomenography and text analysis. Results unravel meaning in market communication and enabled the identification of stories and the archetypes used to create consumer recognition. Sources are in-depth interviews, field visits and homepages of wineries.
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