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Article
Publication date: 7 November 2008

Natalia Kolyesnikova, Tim H. Dodd and Dale F. Duhan

The current study is an initial attempt to segment the wine market in an emerging region and examine local residents’ attitudes towards local wines.

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Abstract

Purpose

The current study is an initial attempt to segment the wine market in an emerging region and examine local residents’ attitudes towards local wines.

Design/methodology/approach

The study was conducted using data collected from US households through a telephone survey. Consumer attitudes towards local wines were operationalized through assessment of local wines; recommendation of local wines to others; and rating of quality of local wines. The K‐means clustering algorithm was applied to classify the respondents into clusters.

Findings

The developing wine market was segmented into four clusters: “local enthusiasts”, “local detractors”, “local advocates” and “local non‐advocates”. Socio‐demographic and wine consumption profiles for each segment are developed. Of particular interest was the difference in recommendation behavior between two of groups of consumers with similar relatively high‐quality ratings and assessments of the local wines. Despite the similarity in attitudes, local advocates are willing to recommend the regional wines to other people, whereas non‐advocates would not recommend them.

Practical implications

By better understanding how information is transferred from one person to the next will assist marketers in their efforts to establish new products or introduce new brands or regional wines.

Originality/value

The market segmentation approach taken in this study is based on local residents’ attitudes towards local wines. The study sets the starting point in investigating new markets consumer characteristics and reasons for their behavior. Of particular interest for future research is consumer recommendation behavior.

Details

International Journal of Wine Business Research, vol. 20 no. 4
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 22 August 2008

James B. Wilcox, Debbie A. Laverie, Natalia Kolyesnikova, Dale F. Duhan and Tim H. Dodd

The purpose of this paper is to explore how brand equity influences brand survival in the wine industry. Specifically, the aim is to investigate the influence of two key facets of…

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Abstract

Purpose

The purpose of this paper is to explore how brand equity influences brand survival in the wine industry. Specifically, the aim is to investigate the influence of two key facets of brand equity (brand awareness and perceived quality) on brand survival.

Design/methodology/approach

Two types of data were used: consumer survey data and longitudinal data on brand survival over a 16‐year period. Perceptions of quality and brand recognition data were collected via survey at the beginning of the time frame (1991), longitudinal data regarding the brand survival were obtained for the years through 2006 and survey data were again collected in 2006. Twenty‐seven brands from wineries of a specific region were used for the study. Brand survival (measured in years) was analyzed using logistic regression with brand recognition and perceived quality as the predictors.

Findings

A slightly positive relationship between consumer ratings of perceived quality and the probability of brand survival was found. However, a strong positive relationship was found between brand recognition and probability of brand survival.

Originality/value

The results offer insights into long‐term brand management and what marketers can do over time to reinforce brand equity and brand survival. Specifically, brand awareness is a better predictor of brand survival than perceived quality for these emerging brands.

Details

International Journal of Wine Business Research, vol. 20 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 13 November 2007

Natalia Kolyesnikova, Tim H. Dodd and Debra A. Laverie

Wine and accessories bought partly or fully out of a perceived need to repay services received at a winery are defined here as gratuity purchasing. The purpose of the research is…

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Abstract

Purpose

Wine and accessories bought partly or fully out of a perceived need to repay services received at a winery are defined here as gratuity purchasing. The purpose of the research is to identify factors that predict gratuity purchasing at wineries. Specifically, the study seeks to investigate the role of gratitude and obligation, along with other consumer characteristics, in purchasing.

Design/methodology/approach

Winery visitors were sampled from six Texas wineries. A total of 357 questionnaires were analyzed. Hierarchical multiple regression, correlation and factor analyses were employed.

Findings

Gratitude and obligation were found to be strong predictors of purchasing at wineries. Visitors who feel grateful to personnel and/or obliged to buy wine are likely to spend more money at wineries. Involvement and knowledge also appear to be related to purchasing.

Practical implications

Since gratitude and obligation appear to be strong predictors of buying decisions, winery managers need to find ways to enhance visitor feelings of appreciation. Although developing a sense of obligation may have an impact on sales, obligation may also create feelings of not wishing to return. It is important for managers to consider the extent to which they would like to have people feeling obligated or guilty about making a purchase.

Originality/value

The research offers new insights into an understudied area of consumer behavior – the role of reciprocity in purchasing behavior. An innovative feature of this study is the development of a new instrument to measure gratitude and obligation.

Details

International Journal of Wine Business Research, vol. 19 no. 4
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 1 May 2009

Natalia Kolyesnikova, Tim H. Dodd and James B. Wilcox

The purpose of this paper is to show how purchasing behavior is approached as a customer‐perceived need to reciprocate for services received. The study seeks to examine…

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Abstract

Purpose

The purpose of this paper is to show how purchasing behavior is approached as a customer‐perceived need to reciprocate for services received. The study seeks to examine involvement, knowledge, and identity as predictors of reciprocal consumer behavior. Two components of reciprocity – gratitude and obligation – are expected to mediate the relationships. The effect is expected to be different for men and women.

Design/methodology/approach

Wine was chosen as a product category to test the relationships in the models. Data collection was conducted via distribution of surveys to tasting room visitors at six wineries. The data were analyzed using structural equation modeling.

Findings

The impact of knowledge, identity, and involvement were important findings from the research. The differences between males and females with regard to their feelings of gratitude and obligation and the impact on purchasing are pronounced. Obligation to make a purchase had a stronger effect on the purchasing behavior of women. In contrast, gratitude (feeling appreciation and thankfulness to personnel) was a stronger reason for men to make a purchase.

Practical implications

Knowledge about different ways in which men and women reciprocate could be useful for researchers and practitioners. Free samples provided to potential buyers, tours of industrial factories where products are also sold, and a variety of service situations are all possible contexts where gratitude and obligation may occur. Purchases are likely to be the result at least in part because of these feelings.

Originality/value

The major contribution of this research is to highlight the role of gender in reciprocity research and to demonstrate the application of this effect in consumer behavior.

Details

Journal of Consumer Marketing, vol. 26 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 11 September 2009

Nelson Barber, Tim Dodd and Natalia Kolyesnikova

The purpose of this paper is to examine the influence on search behavior of gender, purchase confidence, and internal knowledge in different purchase situations. It is expected…

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Abstract

Purpose

The purpose of this paper is to examine the influence on search behavior of gender, purchase confidence, and internal knowledge in different purchase situations. It is expected that there will be gender differences on search behavior, particularly given different purchase situations.

Design/methodology/approach

Multivariate analysis of variance was used to analyze the main and interaction effects of the independent categorical variables on multiple dependent interval variables. An online survey was distributed to employees in different geographic locations in the USA.

Findings

The results of situational use indicate that sources of information are perceived differently by males and females depending on their levels of purchase confidence and internal knowledge, suggesting that, when consumers consider sources of information, such as retail clerk, family/friends or themselves, the purchase situation influences that decision.

Research limitations/implications

The measure of the situational influence through brief descriptions of hypothetical consumption situations was required. Such descriptions could not include every possible feature of a natural setting, resulting in subjective interpretation by respondents of what are socially acceptable, possibly confounding results.

Practical implications

Consumers bring to the buying decision different types of experiences and expectations. Understanding how males and females seek varied sources of external information is relevant to the service industry in designing promotional plans, whether the product of choice is a restaurant, vacation resort, and hotel or tourism destination such as a winery.

Originality/value

The contribution of the research is to broaden the understanding of search behavior and the role gender plays, particularly in different purchase situations.

Details

Journal of Consumer Marketing, vol. 26 no. 6
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 17 January 2024

Oleksandra Hanchukova, Natalia Velikova and Olena Motuzenko

This paper aims to explore the emerging wine market of Ukraine. Specifically, the study examines Ukrainian consumer attitudes toward local wines and provides profiles of various…

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Abstract

Purpose

This paper aims to explore the emerging wine market of Ukraine. Specifically, the study examines Ukrainian consumer attitudes toward local wines and provides profiles of various groups of local wine consumers.

Design/methodology/approach

Data were collected via an online survey of Ukrainian wine consumers (N = 325). Factor and cluster analyses were performed to assess general attitudes toward local wine. Descriptive statistics and analyses of differences (t-tests and chi-square tests) were also used for further data exploration.

Findings

The findings indicate that quality perceptions, price sensitivity and reputation play a vital role in shaping local consumers’ attitudes toward Ukrainian wine. Three distinct consumer segments were identified. Local Skeptics exhibit reserved opinions about local wine. Local ambassadors show the highest level of enthusiasm and support for local wines. Local non-connoisseurs are the least involved and knowledgeable about wine; thus, their opinions about the local wine industry are not formed yet. This is the group that merits the utmost attention from wine marketers.

Originality/value

To the best of the authors’ knowledge, this paper is the first research attempt to identify different types of wine consumers based on their attitudes and perceptions toward local wines in Ukraine.

Details

International Journal of Wine Business Research, vol. 36 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 7 August 2024

Oleksandra Hanchukova, Natalia Velikova and Bonhak Koo

Extending the Attitudes-Behavior-Context (ABC) theoretical framework by incorporating consumer expertise as an antecedent, the study investigates the intricate relationship…

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Abstract

Purpose

Extending the Attitudes-Behavior-Context (ABC) theoretical framework by incorporating consumer expertise as an antecedent, the study investigates the intricate relationship between consumer attitudes toward locally produced goods (wine) and purchasing behavior, examined within the context of consumer ethnocentrism.

Design/methodology/approach

The study employed an online survey of Texas wine consumers (N = 895). To investigate consumer attitudes towards local wine, the data were first subjected to descriptive analyses, namely means comparison and chi-square tests. Subsequently, path analysis was employed to explore the hypothesized relationships within the proposed model.

Findings

While consumers with higher wine knowledge are less likely to choose local wines for various consumption occasions, consumers who are highly involved with wine tend to exhibit more favorable perceptions. Taste emerged as the strongest driver of purchase intent. Consumer ethnocentrism plays a critical role, boosting purchase intent for those with positive general attitudes and considering local wines for various occasions. However, this effect disappears when perceptions of the taste of regional wines are unfavorable, highlighting once again the critical role of taste in purchase decisions, even for ethnocentric consumers.

Originality/value

This study expands the ABC framework by incorporating consumer expertise with a product as a new antecedent, thereby broadening its applicability to consumer behavior research within an ethnocentric context.

Details

British Food Journal, vol. 126 no. 9
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 16 November 2015

Natalia Velikova, Steve Charters, Tatiana Bouzdine-Chameeva, Joanna Fountain, Caroline Ritchie and Tim H. Dodd

– This paper aims to examine consumer preferences and perceptions of rosé wine with an ultimate purpose of constructing a perceived image of rosé in the cross-cultural context.

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Abstract

Purpose

This paper aims to examine consumer preferences and perceptions of rosé wine with an ultimate purpose of constructing a perceived image of rosé in the cross-cultural context.

Design/methodology/approach

The study was conducted in four markets, comprising the USA, New Zealand, France and the UK. The data were collected via a structured questionnaire through a combination of survey administration modes (pen-and-paper and online). Descriptive statistics, chi-square, factor analysis and ANOVA were used for analysis.

Findings

One of the key findings revolves around the construction of the perceived image of rosé and how this image varies in different markets. Effectively, this study presents an overview of the perceived reputation of rosé in four different market structures, shaped by different cultural and image management issues.

Practical implications

The most crucial implication of this research is the cultural variation in consumer attitudes toward rosé wine and its impact on marketing strategies to effectively target rosé consumers in different markets.

Originality/value

The vast majority of studies on wine consumer behaviour focus on red or white wines, whereas research on consumption of rosé is virtually non-existent. However, recent market trends indicate a growing popularity of rosé wine around the world. The current study is the first to concentrate on rosé as the focal point of research investigation. The study not only offers insights on the perceived image of rosé based on empirical data, but also provides a broader cross-cultural perspective on how this image varies in different markets.

Details

International Journal of Wine Business Research, vol. 27 no. 4
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 23 December 2019

Matthew J. Bauman, Natalia Velikova, Tim Dodd and Trey Blankenship

The purpose of this study is to examine generational differences in consumer Web 2.0 information source adoption for wine purchasing decisions, particularly social media and…

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Abstract

Purpose

The purpose of this study is to examine generational differences in consumer Web 2.0 information source adoption for wine purchasing decisions, particularly social media and internet-based sources.

Design/methodology/approach

An online survey resulted in 276 responses from wine consumers residing in Texas, USA. Information source usage was tested in two common purchasing situations: for casual and formal consumption. Chi-square analyses and ANOVA were used to examine differences among the generational cohorts in their use of information sources, levels of objective and subjective wine knowledge, wine involvement and risk perception for the two purchasing situations.

Findings

Younger consumers were found to be significantly more inclined to use Web 2.0 information sources, such as wine blogs, wine applications, their contacts’ recommendations on social media and wine experts on social media. Older consumers were more likely to use their own wine knowledge. Of greater interest is that in terms of their reliance on various wine information sources, Generation X behaves as the bridge between Generation Y and Baby Boomers. Generational differences regarding wine involvement, wine knowledge and risk perception also support this notion.

Practical implications

The results of this study reinforce the need for wineries to adopt or create strategic initiatives using Web 2.0 elements. This study also suggests that depending on the purchasing context, consumers use certain information sources more than others.

Originality/value

This research extends the understanding of the information acquisition process by expanding the types of information sources, and also yields valuable insights for consumers’ off-premise wine purchasing decisions.

Details

International Journal of Wine Business Research, vol. 32 no. 2
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 10 May 2023

Deidre Popovich and Natalia Velikova

The purpose of this study is to examine how consumers perceive nutrition labeling on wine and how this information impacts healthiness perceptions of wine.

398

Abstract

Purpose

The purpose of this study is to examine how consumers perceive nutrition labeling on wine and how this information impacts healthiness perceptions of wine.

Design/methodology/approach

A series of four experiments focused on healthiness perceptions and purchase likelihood.

Findings

Consumers who read wine labels rate wine as significantly less healthy. Sugar content affects healthiness perceptions of wine more than calories. Changing the serving size on the label moderates these effects. Consumers high in dietary restraint process this nutrition information differently.

Research limitations/implications

Future research could examine actual purchase behavior using retail data.

Practical implications

This study has implications for consumers, manufacturers and public policy. While currently most consumers are not motivated to read a nutrition label on wine, specific nutrition information can impact consumer perceptions of wine. Consumer education is recommended.

Originality/value

Research on nutrition labeling of alcohol specifically has been very limited.

Details

Journal of Consumer Marketing, vol. 40 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

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