Marianne McGarry Wolf

Dimensions of wine region equity and their impact on consumer preferences

Purpose – The purpose of the study is to identify dimensions of wine equity in terms of benefits sought by consumers in wine.Design/methodology/approach – This study examines dimensions of wine region equity, measured in terms of benefits sought by consumers in wine. A survey was conducted in several US states to identify drivers of preferences and to determine relationships that may exist between those drivers, preferences for wine from a number of origins, and consumer lifestyles.Findings – The findings suggest that wine region equity originates in six consumer motivational factors. Quality, price, social acceptance, emotional, environmental value, and humane value were found to be strong and significant predictors of consumer preferences for wine from three US states (California, Oregon, Washington) and six countries (Australia, Chile, France, Italy, New Zealand, Spain). Linking those dimensions of region equity to consumer lifestyle, demographic and behavioral variables allows for tailoring marketing ...

Don’t believe the hype: a grounded exploratory six country wine purchasing study

ABSTRACT The purpose of this exploratory study was to understand the extent that consumers report purchasing wine on mobile devices and to empirically examine potential drivers of m-wine purchasing across six countries to guide theoretical research enquiry moving forward. Purposive sampling was employed. An online survey involving 2853 respondents from France, Germany, Greece, Canada, US and South Africa forms the basis for the current study. The results of the study indicate that though mobile phone usage, wine consumption and purchasing rates are high, mobile-wine purchasing prevalence is low within all six countries. While technology hype has us believe an online presence is essential for business revenue growth and performance; the current study indicates wineries should carefully consider consumer readiness towards mobile-wine purchasing. Limitations and recommendations for future research are identified.

Millennials as luxury wine buyers in the United States

Purpose Millennials have an interest in luxury and premium products across all types of goods, but little is known about how this translates into their preferences for wine. In general, Millennials are spending less per bottle on wine than older generations, but what are the characteristics of the subset of Millennials who are spending more on wine? The purpose of this article is to develop an understanding of Millennials’ buying habits with regard to higher-priced, luxury wines. Design/methodology/approach A survey instrument was designed and used to collect responses from 189 Millennial wine drinkers in the US. Statistical tests and a binary probit model were used to analyze the results. Findings The findings suggest that there is a subset of US Millennials that present a viable market for luxury wines. Research limitations/implications This research is limited by the sample itself, as a relatively small, convenience sample of Millennial wine drinkers. Practical implications Wineries interested in targeting a Millennial crowd will benefit by recognizing that male, married Millennials with annual incomes of over

Are there differing strategies for social media use by winery size in California

50,000 are more likely to buy higher-priced wines. In addition, findings suggest that traditional and non-traditional outlets for wine information are being used as these Millennials seek out information about wine. Originality/value While Millennial wine consumers are still developing their tastes, this is one of the first articles to isolate the Millennials who are buying higher-priced wines. This research sheds light on a potentially lucrative consumer segment.

Wine on Facebook: A Look at Millennials’ Wine Information Search

Marketing through social media is touted for being a relatively inexpensive way for brands to engage with consumers and solidify a brands image in the minds of consumers. While wineries of all sizes have increased usage of social media, the results of a survey of 260 California wineries suggest that smaller wineries have not taken advantage of social media strategies the way larger producers have. In spite of these findings, smaller wineries still indicate that social media is an important channel for driving sales and customer visits to their tasting rooms. This research provides unique insight into the marketing strategies being utilised by limited production and entrepreneurial wineries and provides practical recommendations for those wineries hoping to capitalise on social media marketing strategies.

Do generations matter for wine segmentation

A survey collected information related to Millennials’ wine purchasing behavior, and their wine information search process. Approximately 30% of the sample reported using Facebook as a source of information on wine. Millennials that report using Facebook for information about wine are more likely to engage with multiple social media platforms and are more apt to use technology for information. Those who use Facebook for wine information are more likely to drink wine at a party, purchase more wine each month, and spend more on wine each month. These Facebook Millennials are more likely to consider varietal when purchasing wine and are more likely to consider themselves wine enthusiasts. In addition, they are more likely to focus on the convenience of wine packaging alternatives.

The Role of Store-Experiences and Personalities in Creating Consumer Emotional Attachments to Brands

ABSTRACT Segmenting wine consumers by generation is a popular and commonly discussed marketing strategy. However, much of the academic research related to generational segmentation is dated and in need of further study. Wine tastes are malleable, and as consumers within each generation age, their preferences for wine and wine buying habits change. The aim of this research was to further define the differences between generations with regard to wine preferences and purchasing behavior, paying specific attention to those that are heavy spenders. Through statistical tests and a binary probit model, results suggest significant differences between generations and an apparent need for distinctly different marketing strategies when targeting one generation compared to the other. Heavy spenders tend to be male, Baby Boomers, use magazines for information about wine and are wine enthusiasts.

A Profile of Farmers' Market Consumers and the Perceived Advantages of Produce Sold at Farmers' Markets

The theory of purchase event feedback suggests that the store experience influences consumer brand evaluations. Extant research in relationship theory further shows that consumers can become emotionally attached to brands and that such an emotional tie is positively associated with brand loyalty. Credited with playing a substantial role in this process are the personalities of the partners involved, particularly human personality traits and brand personality dimensions. Especially for brand outlets, consumer visits represent the “chance of a lifetime”. If retailers learn how the store experience influences consumer attachments, they are better suited for more strongly attaching visitors to their brand thereby increasing brand loyalty even when consumers are no longer in physical proximity. This paper examines the following research questions: What is the effect of store-evoked affect (arousal and pleasure) on consumer emotional attachment to the brand? What is the impact of store cognitions on emotional attachment? How does an individual’s satisfaction with the store visit affect their emotional attachment to the brand and lead to brand loyalty and the willingness to pay a price premium for this brand? Does consumer emotional attachment depend on specific brand personality characteristics? Are certain consumer personalities (Big Five) more likely to become emotionally attached to brands?