Johan Bruwer, Brigitte Roediger and Frikkie Herbst
The purpose of this paper is to illustrate the use of a domain-specific research instrument (the wine-related lifestyle (WRL)) to determine the different lifestyle-related wine…
Abstract
Purpose
The purpose of this paper is to illustrate the use of a domain-specific research instrument (the wine-related lifestyle (WRL)) to determine the different lifestyle-related wine market segments in a country and compare the findings cross-culturally.
Design/methodology/approach
The research instrument included 48 psychographic activities, interests and opinions (AIO) statements, plus socio-demographic, product consumption and purchasing questions. A final sample of 376 South African wine consumers was utilised, whereon exploratory and confirmatory factor analysis, combined with Hough’s Euclidean test, were applied to determine the existence of clusters (segments), assign descriptions to them, and link these to product consumption data.
Findings
Five wine segments recurred when comparing wine market segmentation studies cross-culturally. This means that cross-culturally, similar types of people drink wine with similar AIOs towards wine. In the South African market, four of these segments were identified.
Research limitations/implications
This study achieved a robust lifestyle-based market segmentation algorithm which can be used by researchers in different country environments for wine as a domain-specific product.
Originality/value
The contribution of this research is threefold in that it tested the WRL instrument in a cross-cultural context which is the first time this has been done; in the process it interpreted the wine consumer segments in South Africa for the first time; using a WRL-based (AIO) approach. The study demonstrated that market segmentation based on psychographic (lifestyle) behaviour is strengthened when supported by two additional segmentation methods, namely, socio-demographics and product involvement (purchasing and consumption).
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Steve Charters, Natalia Velikova, Caroline Ritchie, Joanna Fountain, Liz Thach, Tim H. Dodd, Nicola Fish, Frikkie Herbst and Nic Terblanche
The aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries.
Abstract
Purpose
The aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries.
Design/methodology/approach
A qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli.
Findings
There were significant trans‐cultural similarities between consumption behaviour (sparkling wine is a women's drink, and a separate category from still wine, and that they will “grow into” drinking it) but also noticeable differences (responses to images and colours varied substantially, as did attitudes to price and the particular status of champagne).
Research limitations/implications
Research into the behaviour of Generation Y as a cohort needs to take account of cultural as much as generational context. However, as a qualitative study the findings need further quantitative validation.
Practical implications
Marketers cannot view Generation Y as a single group; even within countries marketing strategies may need to be refined depending on where a product is being sold.
Originality/value
No trans‐cultural study on Generation Y has been carried out to date, nor has their engagement with sparkling wine been specifically explored.
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Josias A. Engelbrecht, Frikkie Herbst and Johan Bruwer
This purpose of the study was to examine the relevance of the presence of geographical information, specifically the certification of region of origin (ROO) on the wine label, in…
Abstract
Purpose
This purpose of the study was to examine the relevance of the presence of geographical information, specifically the certification of region of origin (ROO) on the wine label, in the consumer’s wine purchase decision. In addition, the research investigated how the relevance of ROO varies across demographic and behavioural market segments.
Design/methodology/approach
The data gathered via an online questionnaire from 434 South African wine consumers were analysed by employing both descriptive and inferential statistical methods.
Findings
The ROO of wine plays a secondary role in influencing consumers when faced with a purchasing decision on its own. However, as part of the composite regional variable, namely, grape variety, region and wine style, it plays a major role in influencing consumers. The specific wine grape variety emerged as the most important factor influencing consumers. It was also found that consumers with a high involvement and interest in wine assign a higher degree of relevance to certification of origin of wine than consumers with a low involvement.
Practical implications
Wine producers should strive to create a “lighthouse” identity in the minds of consumers. This can only be achieved if most, if not all, the wine producers in a specific geographical area consistently and authentically communicate the same message and offer products with a lighthouse identity to wine consumers.
Originality/value
This is the first study that examines the impact of ROO as an information cue on consumers’ wine purchase decision-making in South Africa. It is of value to academic researchers, wine marketing professionals and generic marketing organisations such as wine route organisations.