Frikkie Herbst

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...

Wine tourism experience effects of the tasting room on consumer brand loyalty.

Objetivo general de este estudio es contribuir al turismo del vino base de conocimientos sobre el impacto de la bodega de degustacion de experiencia en la sala de vino lealtad a la marca de los consumidores. Un total de 108 encuestas se llevaron a cabo en las bodegas de la region vinicola de Barossa, en Australia del Sur en un estudio exploratorio. La principal contribucion del estudio es el desarrollo de las tres escalas de poner en practica la investigacion, a saber, Wine Brand Loyalty, Bodega Tasting Room percepcion inicial, y Bodega Tasting Room Scales experiencia real, y para determinar como influyen las percepciones iniciales combinadas con las experiencias reales de las habitaciones de degustacion han sobre las actitudes de la marca y, finalmente, en la fidelidad a la marca. La escala de lealtad a la marca volvio alpha de 0,802 Cronbach. Se confirmo que la calidad del vino tiene un impacto significativo en las actitudes de la marca. A mayor nivel de valor del vino se percibe cada vez mas actitudes de marca, mientras que las actitudes positivas con la marca aumentan la probabilidad de futuras intenciones de compra. La experiencia en general sala de degustacion se correlaciono significativamente con la actitud de la marca. Existe una fuerte correlacion entre la bodega de degustacion de experiencia en la sala y lealtad a la marca, lo que demuestra que los consumidores que tienen una experiencia agradable y memorable son mas propensos a comprar el vino nuevo y / o promover la marca de vinos a los demas.

Domain-specific market segmentation: a wine-related lifestyle (WRL) approach

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).