Consumption dynamics and demographics of Canadian wine consumers: Retailing insights from the tasting room channel

This study facilitates a better understanding of the socio-demographics and consumption dynamics of wine consumers using the retailing ‘platform’ of the winery tasting room with them as visitors to it in a wine region environment. The overall aim was to gain some insights on gender and age generation-related consumer behaviour, wine type preferences, and their link to retail channel behaviour. Systematic random sampling yielded a total of 659 useable surveys collected at various tasting rooms in the Niagara Peninsula Wine Region in Ontario, Canada. Specific differences exist in the wine consumption behaviour and wine type preferences of males and females and between generational cohorts, specifically Millennial and older consumers. Whereas females and males do not differ much in quantity consumed and spend on wine, they do differ greatly in wine type consumption with females drinking significantly more white and males more red wine. Wine type consumption was shown to be moderated by not only classical demographic variables, but also by the retail outlets preferred for wine purchase. Females buy more of their wine from foodservice on-trade retail outlets such as restaurants, while Millennials frequent the tasting room channel much less than older consumers. There are strong indications that the higher the wine tourism activity level, the higher the wine consumption (usage) level of the consumers. It is possible to direct marketing strategies at wine consumers in accordance with their gender and lifecycle stage as far as certain behavioural and sensory aspects of the product is concerned. The winery tasting room is the most obvious retail channel vehicle to reach people with high tourism activity factor levels who also happen to be the high usage consumers in the wine market.     

Reaching the U.S. Hispanic Wine Market: Highlighting the Opportunities

With over 50 million Hispanics living in the United States commanding 1.2 trillion dollars in purchasing power, Hispanic wine consumers may comprise a lucrative market for the saturated wine industry. Yet the wine industry has largely ignored consumers who do not fit the profile of its traditional demographic base. This study aims to fill a gap in the existing body of knowledge on Hispanic consumers of wine. Building on acculturation theory, the current study investigates predominant attitudes, opinions, and interests of the Hispanic consumer relating to wine consumption. The results of three focus groups indicate that the core cultural values of family, food, and social interaction are critical factors in developing an interest in wine among Hispanic wine consumers. Levels of acculturation also play a significant role in wine consumption among Hispanic consumers. Special attention should be addressed to younger, more acculturated consumers, as they are not only the primary consumers of wine but also advocates for wine for their parents and other groups of consumers.     

Restaurants and the Bring-Your-Own-Bottle of Wine Paradox: Involvement Influences,Consumption Occasions,and Risk Perception

The current study focuses on differences between high- and low-involvement consumers in terms of the bring-your-own-bottle of wine phenomenon, influence of consumption occasion(s), and how bring-your-own-bottle is used by consumers as purchase risk-reduction strategy. Results show that level of wine involvement determines the importance of bring-your-own-bottle of wine. The consumption situation in which bring-your-own-bottle of wine might occur is a main factor when buying wine. Bring-your-own-bottle of wine is largely the result of risk-reduction strategies where high-involvement wine consumers are more susceptible to perceived risk in the full-service casual restaurant sector and reduce this risk through bring-your-own-bottle.     

Are Sustainable Consumers Health Conscious? A Segmentation Study of Wine Consumers

As a result of consumers’ increasing concerns with ethical, environmental, and health issues, sustainable consumption and production have become a popular topic of recent academic research and industry practices. The current study sought to provide in-depth insights into consumers’ views on sustainability by simultaneously examining their environmental and social awareness and behavior, health-conscious lifestyles, and diets; as well as the perceived importance of social and nutrition information on wine labels. Based on empirical data obtained through a web-based survey distributed to consumer panels in three markets – the US, the UK, and Germany – this research segmented wine consumers into four categories: Apathetic Consumers; Health-Conscious Diners; Holistic Perfectionists; and Ethical Advocates. The findings indicate that in general wine consumers are mindful about the environmental problems, social responsibility of companies, ethically produced and sustainably sourced products. The majority adhere to healthy lifestyles and watch their diets. Nevertheless, with the exception of only one cluster (Holistic Perfectionists), wine consumers do not actively seek social, environmental, or nutritional information on wine labels. This study shows that, at least currently, the preferences for the social factors are unlikely to outweigh dominating traditional wine purchase drivers, such as price, brand, country of origin, and grape variety. Industry implications for tailored marketing strategies are discussed.     

葡萄酒消费行为影响因素分析

葡萄酒是一种健康的酒精饮料,在我国潜在消费市场巨大,发展前景良好。葡萄酒的消费行为受外在因素、内在因素、营销因素三个方面的影响。葡萄酒企业制定营销计划应以消费者为中心,针对葡萄酒消费市场的特点以及消费者的需求,巧妙灵活、广泛宣传葡萄酒健康功能、美容功能、社交功能,刺激消费者的购买欲望,建立消费者对葡萄酒的认知度和忠诚度。同时,结合我国传统文化、各区域历史、民族、饮食等文化,建立具有中国特色的葡萄酒文化,使葡萄酒真正的走进消费者的生活中。     

Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media

A critical issue for marketing managers is how best to orchestrate branded social media consumption experiences via mobile applications. This is important because in a mobile first world, these experiences are perceived to be valuable to consumers which in turn facilitate positive consumer behaviour toward the brand. So far, marketing literature offering managerial guidance on this issue remains limited. To this end, this study investigates for the first-time consumer perceptions of ‘Value-In-The-Brand-Page-Experience’ (VIBE), a multidimensional construct, in an emerging market setting of China. China represents an appropriate contextual condition to study given its high mobile penetration and its integration within consumer's lifestyle. This study further examines the impact of VIBE on customer satisfaction and customer engagement behaviours toward the brand via a survey of 714 Chinese consumers. The results substantiate the VIBE framework which contributes to the sparse conceptual development of value perceptions in mobile social media. Furthermore, it confirms the existence of a value–satisfaction–customer engagement behaviour chain. The findings are managerially relevant and focus on leveraging the components of VIBE. These components act as key mechanisms for unlocking customer satisfaction and customer engagement behaviours for brands in the domain of mobile social media.     

Place as a site and item of consumption: an exploratory study

While places are recognized as sites of consumption within the field of consumer behaviour, they have yet to be generally accepted as forms of consumption. This study investigates the idea of place as a consumption object by comparing conceptions of city and country within a cross‐cultural sample. Thirty‐six consumers living in the US, the UK and Australia were interviewed to explore their thoughts and feelings relating to the cities and countries in which they reside. The findings provide empirical support for key conceptualizations of place in the sociology literature and extend consumer behaviour theory to include considerations of the physical, social and cultural aspects of place that impact upon consumption. In addition, the findings portray places as entities that are assessed, selected and experienced in comparable ways to products.     

Factors affecting non‐green consumer behaviour: an exploratory study among Chinese consumers

The purpose of this study was to explore the factors that affect a typical non‐green consumption behaviour among Chinese consumers. A conceptual framework was developed and an empirical study was conducted using a geographically diverse sample of Chinese consumers. Based on the consumer choice theory, the conceptual framework in the current study included both economic and non‐economic factors. Ten research hypotheses were developed under the framework. A survey was conducted among 600 consumers in four cities in China in 2013. Confirmatory factor analysis and hierarchical regression analysis were used for hypothesis testing. The empirical results showed that consumer preference, reference groups, and face perception have a significantly positive effect on the consumers’ non‐green consumption behaviour; whereas budget constraints and social responsibility consciousness have a significantly negative effect on the consumers’ non‐green consumption behaviour. Furthermore, the current research demonstrated that the relationships between consumer non‐green behaviour and its four antecedents – budget constraint, reference groups, social responsibility consciousness and face perception – are significantly moderated by extravagant atmosphere; whereas the relationship between consumer non‐green behaviour and consumer preference is not moderated by extravagant atmosphere.     

基于现代女性视角的消费行为研究

众所周知,当今世界女性消费者已经成为市场上的消费主力军,在购买活动中起着举足轻重的作用。女性的社会消费在当前的消费大潮中正在从温饱型消费向发展型、享受型消费发生着根本性变化。女性作为社会消费的一个特殊群体,有着不同于社会其他消费群体的消费心理和消费行为,其随着社会的发展而发生了重大变化,表现出更趋于个性化和高级化等多方面特点。在目前大部分市场处于饱和、竞争空前激烈的情况下,认真研究并探索现代女性独特消费心理特点以及消费行为的变化,能够为企业制定有效地营销策略,提供有益的建议,成为市场上最具潜力的竞争企业。     

A typology of Polish consumers and their behaviours in the market for sustainable textiles and clothing

The paper discusses Polish consumers' behaviours in the market for sustainable textiles and clothing. The analysis presented in this article was undertaken because of:

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The pot snack market – are today's consumers demanding health as well as convenience?

Identifying the target audience for hot pot snacks and which factors influence their buyer behaviour is vital information for product developers and manufacturers. The reported market research evaluated the effect of changing lifestyles on the growth of the pot snack market and investigated consumer opinion of pot snacks with particular regard to their nutritional status. This information is of particular interest to health professionals involved in improving the nation's health. A consumer questionnaire measured the opinion of pot snacks, frequency of consumption and influences on the growth of the pot snack market. The 150 consumers comprised 86 males and 64 females aged 11–74 years. The data was analysed using chi‐square (Statistical Package for Social Sciences). Results indicated that within the pot snack market, there are a variety of reasons determining the demand for pot snacks. The frequency of consumption is influenced by knowledge and opinion about the nutritional content of the pot snack product, suggest‐ing that consumers are now demanding health as well as convenience.     

The Social Pedagogy of Wall Street: Stock Trading as Political Activism?

In this paper, it is argued that the connectivity of the networked market permits market participants to perceive causal relationships between consumer behaviour and its effects on others. The thesis is put forward that the globally networked markets of the information age give birth to new cognitive structures that underlie consumers’ novel sense of responsibility, aid the re-orientation of consumers’ self-interest, and inculcate in consumers what historian Thomas Haskell calls humanitarian sensibility. Drawing from interviews with individual online investors, a model of the market is presented that posits the market as a source of social consciousness and moral decision-making. Furthermore, it is illustrated that individual online investors often incorporate such sensibilities into their consumer decision-making. Based on these results, the authors propose a corrective to the current trend among economists, social scientists and consumer researchers to conceive of the market as a threat to consumer autonomy, social and moral responsibility and an enlightened citizenry. Instead, it is asserted that the market has many faces, one of which, specifically the globally networked market, provides possibilities to recognize and perform consumption as a critical, moral and socially conscious political act.     

A Comparison of Drinkers' and Nondrinkers' Responses to Health-Related Information Presented on Wine Beverage Labels

The Bureau of Alcohol, Tobacco and Firearms (BATF) recently approved two statements that can now be presented on wine bottles to inform consumers about the potential positive health effects of wine consumption. This study examined effects related to the inclusion of a health claim related statement in abetween-subjects experiment involving drinkers and nondrinkers' exposure to manipulated wine labels. The results indicate that consumer attitudes towards the wine product and perceptions of the long-term health effects of wine consumption were influenced by the interaction between the presence of a government warning statement, the availability of a health-effects claim, and drinking status. The implications of these findings for marketers and public policy makers are discussed.     

Towards a Framework for Understanding Fairtrade Purchase Intention in the Mainstream Environment of Supermarkets

Despite growing interest in ethical consumer behaviour research, ambiguity remains regarding what motivates consumers to purchase ethical products. While researchers largely attribute the growth of ethical consumerism to an increase in ethical consumer concerns and motivations, widened distribution (mainstreaming) of ethical products, such as fairtrade, questions these assumptions. A model that integrates both individual and societal values into the theory of planned behaviour is presented and empirically tested to challenge the assumption that ethical consumption is driven by ethical considerations alone. Using data sourced from fairtrade shoppers across the UK, structural equation modelling suggests that fairtrade purchase intention is driven by both societal and self-interest values. This dual value pathway helps address conceptual limitations inherent in the underlying assumptions of existing ethical purchasing behaviour models and helps advance understanding of consumers’ motivation to purchase ethical products.     

The Use of Quality and Reputation Indicators by Consumers: The Case of Bordeaux Wine

The absolute and relative impact of current quality and reputation variables on consumer decisions are examined using data from the market for Bordeaux wine. The estimates indicate that a model of consumer decision making which incorporates information on reputation (past quality) and collective reputation (average group quality) rejects alternative models that include current quality. The results also indicate that reputation has a large impact on the willingness to pay of consumers, that long term reputation is considerably more important than short term quality movements, and that consumers react slowly to changes in product quality. Collective reputation is shown to have an impact on consumer willingness to pay that is as large as that of individual firm reputation. If reputation and collective reputation effects are ignored, the estimated impact of current quality and short term changes in quality on consumer behaviour are overstated.     

Motivators of market mavenism in the retail environment

This study examines relationships between market mavenism and five other consumer characteristics. We conceptualize three of these characteristics as broad marketplace concepts at the same (or higher) level of abstraction as mavenism. The remaining two variables are involvement with specific product categories: mobile phones and clothing. The data come from a survey of 258 US student consumers. The results show that mavenism is positively associated with brand engagement in self-concept, status consumption, and materialism. Mavenism is also positively associated with involvement with mobile phones and with clothing. This pattern of relationships enriches the nomological network of market mavenism by describing possible motivators and consequences of this unique aspect of consumer behaviour.     

Wine choice and drivers of consumption explored in relation to generational cohorts and methodology

The objectives of the present study were to: (1) assess the relative importance of driver and choice factors in wine consumption behaviour, (2) assess the impact of generational cohorts upon drivers of wine consumption and wine choice factors, and (3) compare the present study's survey results relating to wine choice to those obtained by means of Discrete Choice Analysis (DCA). A geographically balanced sample of 1,229 Australian wine consumers was obtained via means of telephone survey. The results of the present study indicate that taste is the primary choice and driver factor. The present findings failed to support the empirical literature's predications relating to generational cohorts and wine consumption behaviour. Further research is required in order to assess the suitability of making and marketing wine based on generational cohort characteristics. Finally, the findings of the present study suggest that, when it comes to wine choice, a simple, cost and time effective questionnaire that utilises indirect questioning may be equally as effective as DCA. If further research continues to show congruence between results collected using both methodologies, the research community may be behoved to continue the use of traditional survey methodology.     

Domain-Specific Consumer Involvement in the U.S. Wine Market

An 18-item multidimensional scale was developed to measure wine consumer involvement level impact on behavior and consumption dynamics. Data were collected at wine tasting events in Portland, Oregon, U.S., yielding a final sample size of 101 respondents. Male wine consumers do not display a higher level of involvement with wine as a product than females, and neither do consumers 45 years and older in comparison with younger consumers. Consumers with high education and income levels do not use these as a basis of their involvement level with wine. Price is not more frequently used by low involvement wine drinkers in the wine purchasing decision.     

An examination of the values that motivate socially conscious and frugal consumer behaviours

This article extends social psychological research on the motivations for sustainable consumption from the predominant domain of ecologically conscious consumer behaviour to socially conscious and frugal consumer behaviours. A UK‐based survey study examines relationships between socially conscious and frugal consumer behaviours and Schwartz's value types, personal and socio‐political materialism, and demographics among the general public. Socially conscious consumer behaviour, like its ecological counterpart, appears to be an expression of pro‐social values. In contrast, frugal consumer behaviour relates primarily to low personal materialism and income constraints. As such, it does not yet represent a fully developed moral challenge to consumerism.     

An extension of the benefit segmentation base for the consumption of organic foods: A time perspective

Abstract

Benefit segmentation is a long-standing marketing approach that emphasises the ‘what’ and ‘how’ dimensions of consumer benefits; that is, what benefits consumers perceive in product/service consumption, and how such benefits are perceived. This research proposes a fresh time-based approach to benefit segmentation – namely, focusing on the ‘when’ element or when in time benefits take effect. Drawing upon a survey of UK consumers, it explains and discusses consumption motivations through examining antecedents of temporally dominated benefits in application to organic food. Specifically, the study investigates why some consumers predominantly seek present-based benefits vis-à-vis future-based benefits or vice versa in organic food purchase and consumption behaviour. Using correlation and regression analyses, the research findings establish significant associations of level of involvement, prior knowledge level, and product usage level, and some association of time orientation with the temporally emphasised consumption benefits consumers ultimately pursue. Overall, the research highlights the added contribution of a time perspective in a benefit segmentation approach which can assist marketers in understanding better and communicating more effectively with consumers through drawing up consumer profiles based on when in time their dominantly pursued benefit for an offering is perceived to take effect.