Caroline Ritchie

Beyond Drinking: The Role of Wine in the Life of the UK Consumer

Since the development of wine sales via supermarkets in the UK in the 1970s wine consumption has more than doubled so now the UK is the largest wine import market (by value) in the world. Wine is now consumed by approximately 61% of the UK adult population on a regular basis. For many social wine consumption has become part of their lifestyle. Given the international importance of the UK wine market, plus the increasing incorporation of wine into regular consumption behaviour, it is remarkable how few academic studies have been undertaken into the consumption behaviour of moderate, social UK wine consumers. This paper aims to start developing that knowledge, thus adding to our understanding of consumer behaviour in general. The results show that consumers use wine in very sophisticated ways via purchasing, gifting and consumption. The findings also show that social interaction with wine varies significantly, dependant upon occasion and environment. Behaviour also varies if the purchase, as gift and/or for consumption, is perceived as a private or public activity. This paper places UK wine consumer behaviour within a social context, and is able to show that all consumers display a range of behaviours in relation to wine which are situation and occasion dependant.

The Culture of Wine Buying in the UK Off-trade

Purpose – The UK wine market is one of the largest in the world. The purpose of this paper is to investigate current social and cultural influences affecting the buying behaviour of UK wine consumers within off‐trade environments.Design/methodology/approach – Three stakeholder groups involved in the provision and sale of wine in the UK are identified. Data gathered from these stakeholders, via semi‐structured interviews, are used to classify groups of UK wine consumers and to develop a question schedule for a series of six wine consumer focus groups.Findings – The results show that intended usage and or consumption situation have significant influence upon purchasing behaviour. The purchase decision is further influenced by whether intended usage is to be private or public. Significant gender differences are identified; wine buying is often perceived as a predominantly male role although more women actually buy more wine. Differences in low involvement and novice behaviours are identified.Research limitat...

Generation Y and sparkling wines: A cross-cultural perspective

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 womens 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; ev...

A good night out: alcohol‐related behaviours in young adults

Purpose – The purpose of this paper is to investigate drinking patterns; attitudes towards alcohol consumption and alcohol‐related behaviours amongst differing groups of young adults. A further aim is to investigate whether the drinking behaviours of undergraduate populations can be considered to be representative of young adult behaviours in general.Design/methodology/approach – Four groups of young adult alcohol consumers are identified. The participants in the first two groups are aged between 18 and 23, one group being undergraduates and the second non‐graduates in work. Participants in the second two groups are aged between 24 and 29, one group comprising graduates in work, the second non‐graduates in work. 120 questionnaires were completed; 30 in each sample group, with an even gender distribution. Follow up one‐to‐one interviews are carried out with representatives from each group.Findings – Although a small study it is evident that whilst there are some similarities in behaviours between the diffe...

Consulting the oracle? Applications of modified Delphi technique to qualitative research in the hospitality industry

Purpose – The Delphi technique is used to achieve consensus among experts and/or gain judgment on complex matters. This paper aims to discuss the classical Delphi and its advantages and disadvantages in qualitative research, particularly in hospitality.Design/methodology/approach – The classical Delphi is characterized by the involvement of experts and its iterative nature. In an industry with high turnover and limited pools of specialist expertise this can lead to problems of attrition and management of the process. The paper presents two qualitative hospitality research case studies in which the classical Delphi is successfully modified to overcome its limitations.Findings – Identifying potential problems early in the research process enables critical design decisions to be made. Case one used a parallel expert group with similar experience to develop a research instrument for a limited number of prestigious experts well‐acquainted with one another who might have reached specious consensus through chann...

Young adult interaction with wine in the UK

Purpose – This paper aims to investigate how the 18‐ to 30‐age group currently interacts with wine in a variety of settings. It seeks to establish how young adults in the UK currently perceive, use, purchase and consume wine. This is the next generation of UK wine consumers.Design/methodology/approach – A total of seven focus groups were held throughout England and Wales. Participants were between the ages of 18‐30 and consumed wine. A gender balance reflecting UK wine consumption patterns was maintained. One focus group was run to incorporate atypical young wine consumers.Findings – Wine is for sharing but a bottle is too big for one person. This key result influences behaviours; younger adults may not buy wine, especially in the on‐trade, but with age this inclusivity increased consumption with partners and friends. Paradoxically, whilst the public image of wine remains as a civilised cultured beverage, it is often consumed during heavy drinking sessions in private situations. In addition, young adult c...

Buying wine on promotion is trading‐up in UK supermarkets: A case study in Wales and Northern Ireland

Purpose – Most wine in the UK is sold in supermarkets and most of this on promotion. This holds down average bottle price squeezing profit margins when wine is sold below‐the‐line. This paper aims to develop understanding of what currently influences consumers to buy in supermarkets and what might influence them to trade‐up.Design/methodology/approach – Literature related to supermarket shopping and to wine buying in an off‐trade environment was reviewed. Several issues which may influence wine buying in supermarkets in the UK, particularly the impetus to trade‐up, were identified. An exploratory study using focus groups followed to explore these issues in further depth.Findings – Wine bought along with groceries can be seen to be as ordinary as any other fast moving consumer good. This perception influences consumers’ wine buying behaviour in supermarkets. In particular it influences perceptions of suitability and price.Research limitations/implications – This was an exploratory study with a small sample...

A multi-stakeholder approach: using visual methodologies for the investigation of intercultural exchange at cultural events

New and innovative approaches to event research are continually emerging as the field matures and new avenues for research are sought. Thus, developing a greater depth of understanding of event design and how it links to the overall event experience is an area which is becoming increasingly significant to the success of ‘planned events’. To this end, effective approaches to the measurement of the social impacts of the event experience on the attendees and other participants are required. Also required, however, are suitable methodologies with which to measure the social impacts arising from the event experience. One such social impact is intercultural exchange and communication, which is often cited, but rarely measured. Visual methodologies have been utilised in tourism and anthropological research but there is little evidence of their usage in event-related research. Arguably less effective when utilised singularly, if they are used in conjunction with other methods of inquiry, visual methods can add value and credibility to the research. Based on a case study of Llangollen International Musical Eisteddfod, this paper presents a framework for the investigation of intercultural exchange and communication at cultural events utilising stakeholder interviews, participant observation and visual methodologies. The use of participant-led photography to elicit responses and discussion of experiences facilitates a deeper understanding of the event experience through the assessment of real experiences of intercultural exchange. The paper also considers how such methodologies can be used to evaluate the extent of social impacts in the context of cultural events and guide event organisers as to how events can be developed and engineered to maximise their positive social impacts.

Seriously pink: a cross-cultural examination of the perceived image of rosé wine

Purpose – This paper aims to examine consumer preferences and perceptions of rose wine with an ultimate purpose of constructing a perceived image of rose 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 rose and how this image varies in different markets. Effectively, this study presents an overview of the perceived reputation of rose 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 rose wine and its impact on marketing str...

Status or fun? A cross-cultural examination of young consumers’ responses to images of champagne and sparkling wine

Purpose – The purpose of this paper is to test Luna and Gupta’s (2001) investigative framework on the interaction of cultural values and consumer behaviour by conducting a cross-cultural comparison of young wine consumers’ interpretation of images of champagne and sparkling wine. The research examined consumer responses to the images through the prism of the relationship between symbolism, ritual and myth, as well as other related values. Design/methodology/approach – In a series of focus groups with consumers from four anglophone countries (the USA, New Zealand, Australia and the UK), six images of champagne and sparkling wine were used as stimuli to encourage affective and cognitive perspectives on the topic. Findings – Overall, the UK market showed distinct differences from the other markets, due very much to its cultural context. The UK consumers valued traditional advertising; focused mainly on the product itself; and did not associate champagne with fun. Respondents from the New World focused on the...