Generation Y Preferences for Wine : An Exploratory Study of the US Market Applying the Best-Worst Scaling
Purpose – The purpose of this paper is to explore differences in wine preferences between Generation Y and older cohorts in the USA.Design/methodology/approach – A total of 260 US consumers participated in a web-based survey that took place in April 2010. The best-worst scaling method was applied measuring the level of importance given by participants to a list of most common attributes used in choice of wine. Independent sample t-tests were applied to compare the best-worst scores between Generation Y and older cohorts.Findings – Differences were found in the level of importance that Generation Y gives to wine attributes in comparison to older cohorts. Generation Y was found to attach more importance to attributes such as “Someone recommended it”, “Attractive front label” and “Promotional display in-store”, whereas older cohorts gave more importance to attributes such as “I read about it” and “Grape variety”. This suggests that Generation Y preferences for wine are driven by marketing added-value activities such as promotions and labelling, whereas limited importance is given to information about wine, reflecting lack of subjective knowledge, experience and involvement about wine.Research limitations/implications – This research adds to generation-based research in wine marketing and contributes towards a better understanding of the differences between generation cohorts in relation to their preferences towards wines.Originality/value – This study is among the first to compare wine preferences of Generation Y with older cohorts using the best-worst scaling method
Year of publication: |
2014
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Authors: | Chrysochou, Polymeros |
Other Persons: | Athanasios, Krystallis (contributor) ; Mocanu-Suciu, Ana (contributor) ; Lewis, Rachel (contributor) |
Publisher: |
[2014]: [S.l.] : SSRN |
Description of contents: | Abstract [papers.ssrn.com] |
Saved in:
Extent: | 1 Online-Ressource |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | In: British Food Journal, Vol. 114, No. 4, pp. 516-528, 2012 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments 2012 erstellt Volltext nicht verfügbar |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013065678
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