International Journal of Wine Business Research最新文献

{"title":"Wine consumption and consumers in Querétaro, Mexico: an analysis from the perspective of enotourism","authors":"Luis Felipe García Rodea, Humberto Thomé-Ortiz, Angélica Espinoza-Ortega, Pedro de Alcântara Bittencourt César, Laura P. Sánchez-Vega","doi":"10.1108/ijwbr-10-2023-0059","DOIUrl":"https://doi.org/10.1108/ijwbr-10-2023-0059","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper is to identify the motives and types of wine consumers that visit Queretaro’s wine region and their relationship with wine tourism.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A survey was carried out on 384 wine tourists in the area. The data obtained from the questionnaires were analyzed using factorial and hierarchical cluster analysis, and differences between groups were identified using non-parametric tests. Additionally, semi-structured interviews were conducted with wine tourism service providers, some of whose comments and data contributed to the overall analysis of the information.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Three factors have been identified as motivating wine tourists to visit vineyards and consume wine: vineyard experience, knowledge and exploration and marketing influence or suggestions. Three groups of wine consumers were also identified, namely, knowledgeable consumers, interested consumers and novice consumers, which were differentiated by the motivations for each type of wine tourism experience they seek, as well as other activities that complement the visit experience. It concludes that as wine consumption in Queretaro and wine tourism in the region increases, so does knowledge of the drink, and this represents an opportunity for Mexico's wine-producing regions.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>To expand research in the Querétaro wine region and contribute to the knowledge of wine tourism in Mexico.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The paper makes a unique contribution by focusing on the Mexican wine market, which is still in its infancy. It provides new perspectives and insights in this area of research.</p><!--/ Abstract__block -->","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2024-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141743297","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Evolution and orchestration of clusters","authors":"Bernardo Soares Fernandes, Aurora Carneiro Fernandes, Vitor Klein Schmidt","doi":"10.1108/ijwbr-10-2023-0060","DOIUrl":"https://doi.org/10.1108/ijwbr-10-2023-0060","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims at identifying how the evolution of clusters influences orchestrations. It investigates the dynamic interplay between the developmental stages of clusters and the strategic orchestrations that occur within these structures. In this regard, this work explores cluster life cycle (CLC) approaches and orchestration, analyzing their relationship.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This qualitative, exploratory research was conducted by using a case study method on the Serra Gaúcha Wine Cluster (SGWC), the leading wine region in Brazil. Data sources included 27 interviews with winery managers and managers of organizations supporting viticulture, as well as 29 documents relevant to the cluster’s activities and development. The study used content analysis to examine the collected data, providing an in-depth exploration of the dynamic interplay within the cluster through both direct stakeholder insights and documentary evidence.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The research results revealed that the SGWC is in its fifth stage of development; the five stages are the following: emergence, first growth, first renewal, second renewal and second growth. The findings generated four key propositions: positive maturations of clusters are capable of affecting the number of orchestrations, catalyzing exogenous factors of stage changes influence orchestrations, clusters and the content of orchestrations co-evolve and fluctuations in the number of orchestrations do not linearly follow the changes in the efficiency of clusters. The results also highlight the important role of representative organizations. This study also advanced on the thematic cluster maturation, which, according to this paper, can be positive or negative.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The study advances an approach of cluster maturation, which may be advantageous or detrimental. Additionally, this work investigates the connection between the CLC and orchestrations; in particular, to the best of the authors’ knowledge, this is one of the first to do so with an emphasis on cluster evolution and the quantity and nature of orchestrations.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings emphasize the need to maintain associations and support organizations to ensure effective engagement and orchestrations within the cluster, even during crises. It is crucial for managers to understand the CLC to align decisions with the cluster’s development stages. Additionally, identifying exogenous factors that influence changes is essential for planning effective strategic actions.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study contributes to the understanding of how cluster development stages influence orchestrations in industrial clusters, shedding light on the dynamics of this relationship.</p><!--/ Abstract__block -->","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2024-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141569136","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Eco-endorsement dynamics: unraveling the influence of celebrity attitudes on eco-product perceptions and purchase decisions","authors":"Andrzej Szymkowiak, Marcin Adam Antoniak","doi":"10.1108/ijwbr-11-2023-0068","DOIUrl":"https://doi.org/10.1108/ijwbr-11-2023-0068","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the relationship between attitudes toward the celebrity endorser (CATT), perception of wine as eco-friendly (PECO), overall positive attitude toward the product (PATT) and the intention to purchase (PINT).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The present study relies on a large sample of 478 US citizens. Mediation moderation analysis is adopted for data analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings revealed a full mediation effect where the influence of CATT on PINT is primarily through PECO and PATT. This suggests that the celebrity's endorsement indirectly affects purchase intention by first influencing perceptions of the product's eco-friendliness and the overall product attitude. Notably, perceiving wine as eco-friendly leads to a favorable product attitude, subsequently enhancing purchase intentions. While CATT significantly impacts both PECO and PATT, its effect is more potent on PATT, emphasizing that the celebrity's overall image might align more closely with the general product attitude than specific attributes like eco-friendliness.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Recognizing the complex landscape of the wine market, the research emphasizes the necessity for comprehensive marketing strategies that consider both the direct and mediated impacts of celebrity endorsements. The findings offer a foundational framework for understanding the nuanced interplay of celebrity endorsement, product perception and purchase intention in the context of the wine market.</p><!--/ Abstract__block -->","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2024-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141547932","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Revealed strategies in wineries’ grape supply: the case of the Canary Islands","authors":"Dirk Godenau, Gloria Martin-Rodriguez, Jose Ignacio González Gómez, Jose Juan Caceres-Hernandez","doi":"10.1108/ijwbr-11-2023-0074","DOIUrl":"https://doi.org/10.1108/ijwbr-11-2023-0074","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to deal with the grape sourcing strategies of wineries in the Canary Islands.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Sourcing decisions are analysed from official registers of transactions between wineries and their external suppliers. The main sources of information are harvest reports submitted by wineries containing data about observable dimensions of their purchasing decisions. The general behaviour in the wine-grape zones that make up the grape market in the Canary Islands is described, and different strategies of individual wineries are revealed. Grape purchasing decisions are interpreted in terms of the potential explanatory factors involved in the undeclared objectives of wineries’ sourcing strategies. Two research questions are considered in this study: the spatial dimension, which refers to plot location, and the social dimension, which refers to the relationships between wineries and winegrowers.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The location of grape producers is a key factor in achieving the desired wine quality for wineries. The sourcing strategy of wineries is also influenced by size, but the impact of size varies depending on the short and long-term objectives of wineries.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Typically the literature on grape sourcing strategies relies on interviews with winemakers. However, this paper analyses wineries’ sourcing decisions based on records and reports that reveal their decisions in the specific context of the Canary Islands.</p><!--/ Abstract__block -->","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2024-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141547933","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Impact of product vs brand storytelling on online customer experience","authors":"U. Garczarek-Bąk, Andrzej Szymkowiak, Zuzanna Jaks, Erik Jansto","doi":"10.1108/ijwbr-07-2023-0041","DOIUrl":"https://doi.org/10.1108/ijwbr-07-2023-0041","url":null,"abstract":"Purpose\u0000In this study, the effects are investigated of brand and product storytelling on customer assessments of perceived attitude, quality, experience, recommendation and purchase intention based on narrative transportation theory within the domain of winery e-commerce.\u0000\u0000Design/methodology/approach\u0000In the research, two distinct constructs are introduced for brand and product storytelling, and multivariate analysis of variance is applied to analyze data collected from 391 respondents from the UK.\u0000\u0000Findings\u0000It is indicated in the study that embedding storytelling into elements, such as age verification screens on e-commerce sites, notably improves evaluations for both brands and products. Product storytelling broadly boosts customer appraisals in every evaluated aspect, while brand storytelling shows effectiveness in more limited cases. This suggests that narratives focused on products may have a wider appeal in enhancing the online customer experience.\u0000\u0000Originality/value\u0000This research underscores the strategic significance of balancing the focus between brand and product in crafting storytelling narratives for e-commerce contexts. It offers new insights into tailoring storytelling to meet individual consumer needs online, enriching the existing body of literature on storytelling’s application in digital commerce. Importantly, the study provides actionable guidance for wineries and other businesses aiming to enhance their online customer engagement through targeted narrative strategies.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141357808","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The geography of the craft beer scene in Budapest","authors":"Zoltán Bakucs, Imre Fertő","doi":"10.1108/ijwbr-10-2023-0065","DOIUrl":"https://doi.org/10.1108/ijwbr-10-2023-0065","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to investigate the locational determinants of the craft beer industry in Budapest, Hungary, between 2009 and 2022.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors use various count data models to determine the relationship between the number of microbreweries and locational factors.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors find that demand and supply-side factors, including income, unemployment, level of education, population density and the number of local businesses, affect the number of craft breweries. Whilst agglomeration effects proxied by breweries per capita in a district have a positive coefficient, the number of breweries in neighbouring districts is not significant. In addition, the authors do not observe any negative impact of COVID-19-related restrictions. The picture of a still-evolving, resilient craft beer sector emerges from our analysis.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this is one of the first specific studies on the craft beer sector in the Central and Eastern European region and the first to evaluate the location choices of craft breweries in Hungary within a municipality using an up-to-date data set. The authors’ analysis covers 14 years, from the early stages of craft brewery proliferation in Budapest until 2022, testing several hypotheses with respect to the location choices of these businesses.</p><!--/ Abstract__block -->","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2024-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141259410","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Brewing sustainability: assessing environmental concerns and consumers’ attitudes towards sustainable craft beer purchase intentions","authors":"Carlos Eduardo Lourenco, Vinícius Piotto","doi":"10.1108/ijwbr-10-2023-0066","DOIUrl":"https://doi.org/10.1108/ijwbr-10-2023-0066","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the interplay between environmental concerns, consumer attitudes and their influence on sustainable practices within the craft beer industry, exploring how consumers’ perception of environmental attributes impact their purchase intentions regarding craft beer.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study used a quantitative approach, using a self-administered survey instrument comprised 28 Likert-scale items. Data was gathered from a convenience sample of 319 craft beer consumers. Confirmatory factor analysis was conducted to assess the measurement model’s validity and reliability. Subsequently, partial least squares structural equation modeling was used to test the hypothesized relationships.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study’s findings challenge established notions within the field, demonstrating that water conservation, carbon footprint reduction, organic farming and local sourcing practices hold significant influence on consumers’ purchase intentions regarding sustainable craft beer. These findings depart from previous research that suggested a less pronounced impact of specific sustainability practices on consumer behavior.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study contributes to the literature by revealing consumer insights into the environmental implications of craft beer choices, empowering them to make informed purchasing decisions aligned with their sustainability values. However, acknowledging potential limitations, sample size and demographic composition (young adults in Brazil) potentially impact the generalizability of the findings.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study addresses the understanding of consumer attitudes and priorities regarding environmental sustainability within the craft beer industry. By focusing on the tangibility of specific sustainable attributes the research shows how these practices influence consumer perceptions and purchasing intentions.</p><!--/ Abstract__block -->","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2024-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140835583","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Innovation in vine growing in a context of climate change: AKIS and map of knowledge in Central Spain","authors":"José Luis Cruz, Alba Barrutieta, Andrés García-Díaz, Jose Pablo Zamorano Rodríguez","doi":"10.1108/ijwbr-02-2023-0008","DOIUrl":"https://doi.org/10.1108/ijwbr-02-2023-0008","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>To address the challenges of the agricultural sector, innovation is necessary. This study aims to focus on knowledge circulation as a basis to facilitate innovation in viticulture in the context of climate change.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We have conducted interviews with viticulture stakeholders in Central Spain (Madrid region) on their perceptions and concerns about climate change, knowledge on practices to mitigate its effects on this crop and their relationship with each other for knowledge exchange. A map showing the knowledge nodes and their relationships with other stakeholders has been drawn based on the answers obtained.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Winegrowers have already noticed the effects of climate change, and they are changing some agricultural practices. Drip irrigation was the most frequently mentioned option to minimize these effects. The map of knowledge identifies the main nodes in the information flow. Results also highlight different approaches to climate change and interesting nuances in the maps of knowledge among winegrowers with and without winery.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This paper is focused on the Madrid region, a territory that is still consolidating its wine sector at the economic and marketing levels. We understand that regions with more consolidated or stronger sectors involve maps of knowledge more complex than that obtained in this study.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Showing the nodes of knowledge, as well as the weaknesses and strengths of the information circuit in the wine sector in the Madrid region, is very relevant to developing strategies aimed at supporting innovation in this sector. From a practical point of view, strategies for knowledge generation and circulation are only one part of the innovation process – policies for financial and technical support are key complementary measures.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>Identification of key agents in the innovation process in the wine sector is essential to foster innovation processes. Ultimately, this will lead to more efficient adaptation to new challenges in the sector.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The Agriculture Knowledge and Innovation Systems (AKIS) approach has a consolidated theoretical framework that pays great attention to knowledge flows, but specific studies are needed to capture the reality of AKIS by sector and by region.</p><!--/ Abstract__block -->","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2024-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140610056","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Forecasting the Mexican craft beer market: an integrated consumer perception conjoint analysis approach incorporating price and product attributes","authors":"Ismael Castillo-Ortiz, Minwoo Lee, Scott Taylor, Diego Bufquin","doi":"10.1108/ijwbr-08-2023-0044","DOIUrl":"https://doi.org/10.1108/ijwbr-08-2023-0044","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to uncover patterns of Mexican craft beer consumers and guide companies’ decisions in the creation of new products, marketing strategies, advertising and promotion to increase craft beer sales and contribute to faster growth.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This is a conjoint analysis with a selection of attributes for new or renewed products, marginal disposition to pay for particular characteristics through brand-specific choice-based design, and market simulation.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This paper clearly demonstrates consumers’ preferences and willingness to pay in Mexico, with a cutting-edge market research technique combining the prioritization of preferred craft beer characteristics, and the price consumers are willing to pay for such product characteristics.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The study's sample size of 501 responses is relatively small compared to the total number of craft beer consumers in Mexico. To enhance the validity and reliability of the findings, future studies should aim to obtain larger samples and compare their results with those of this study.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This study has important implications for craft beer producers, allowing them to develop targeted craft beers with appealing attributes for Mexican consumers, such as color, aroma intensity, alcohol degree intensity, bitterness, foam level and price.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>This study's market forecasting simulation technique is based on assumptions of consumer behavior and market dynamics. Although relevant variables were considered, unanticipated external factors or market changes could impact the forecasts' accuracy. This will allow for a more comprehensive understanding of craft beer consumer preferences in different markets and enhance the reliability of forecasting techniques.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper informs craft beer producers by providing valuable knowledge on customers’ preferences and willingness to pay to enhance craft beer companies’ product development processes.</p><!--/ Abstract__block -->","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2024-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140561502","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Segmenting Chinese wine consumers on the basis of wine knowledge and consumption behavior","authors":"Murray Mackenzie, Karin Weber, Joanna Fountain, Reza Abbasi","doi":"10.1108/ijwbr-06-2023-0035","DOIUrl":"https://doi.org/10.1108/ijwbr-06-2023-0035","url":null,"abstract":"\u0000Purpose\u0000This study aims to provide insights into wine consumers in Hong Kong and Mainland China, and the diversity of their behavior, by investigating their motivations, consumption and purchasing behavior and segmenting the sample based on wine knowledge and frequency of consumption to identify three distinct clusters that are then profiled.\u0000\u0000\u0000Design/methodology/approach\u0000Data was collected through an online survey of wine consumers of ethnic Chinese origin residing in Mainland China and Hong Kong, using two methods of recruitment (a convenience sample from wine-related databases, a panel survey undertaken by an international market research firm). The final sample comprised 477 respondents, about equally divided among Mainland Chinese and Hong Kong wine consumers. Analysis of the data using the Statistical Package for Social Sciences for Windows (SPSS) 29 included a series of descriptive analyses, followed by a two-step cluster analysis using an Euclidean distance method.\u0000\u0000\u0000Findings\u0000Wine knowledge and frequency of wine consumption were relatively higher within the sample as a whole than previous studies, but three distinct consumer segments are evident. There is evidence of a democratization of wine consumption, and a greater focus on wine consumption for enjoyment in relaxed and informal settings. rather than consumption driven by health and status, occurring primarily in commercial or business settings. The dominance of red wine in this market is also declining, and intrinsic cues – specifically, prior experience of the wine – are becoming important in wine purchase decisions.\u0000\u0000\u0000Originality/value\u0000This study uses a broad sample of wine consumers to identify trends in wine consumption patterns and motivations, and purchase decision-making behavior, of Mainland Chinese and Hong Kong wine consumers. The identification of three clusters of wine consumers offers both points of comparison with previous segmentation research globally and within China, whilst also identifying scope for further research.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":1.8,"publicationDate":"2024-02-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140415311","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}