评估白葡萄酒消费者对 Grüner Veltliner 的兴趣:宾夕法尼亚州的潜在特色品种

IF 2.3 Q1 AGRONOMY
Kathleen Kelley, Helene Hopfer, Michela Centinari
{"title":"评估白葡萄酒消费者对 Grüner Veltliner 的兴趣:宾夕法尼亚州的潜在特色品种","authors":"Kathleen Kelley, Helene Hopfer, Michela Centinari","doi":"10.1108/ijwbr-04-2023-0020","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to determine white wine drinkers’ interest in Grüner Veltliner wine, a potential signature wine for the Commonwealth of Pennsylvania in the USA and identify the consumer segments likely to look for and purchase this wine varietal.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>A total of 676 wine consumers from the Mid-Atlantic region in the USA were compared based on familiarity with Grüner Veltliner wine, variety-seeking (VARSEEK) scores and the likelihood of looking for and purchasing Pennsylvania Grüner Veltliner wine.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Although only a third of participants had some experience with Grüner Veltliner wine, 77% were “somewhat interested” to “very interested” in being able to sample and taste the wine, and 66%–67% were “somewhat likely” to “very likely” to look for and purchase the wine from both growing regions. Generation, wine consumption behavior and familiarity with Pennsylvania wine and Grüner Veltliner wine differed between participants based on purchase intent and VARSEEK scores (i.e. low VARSEEK/likely, high VARSEEK/unlikely). Differences in factors motivating Grüner Veltliner purchasing were also identified between low VARSEEK/likely and high VARSEEK/likely participants.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>The paper presents evidence of potential demand for a signature wine from an emerging wine region. This provides direction for target marketing and related promotional strategy, along with identifying wine consumers interested in tasting and purchasing the wine.</p><!--/ Abstract__block -->","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":2.3000,"publicationDate":"2024-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Evaluating white wine consumer interest in Grüner Veltliner: a potential signature varietal for Pennsylvania\",\"authors\":\"Kathleen Kelley, Helene Hopfer, Michela Centinari\",\"doi\":\"10.1108/ijwbr-04-2023-0020\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This study aims to determine white wine drinkers’ interest in Grüner Veltliner wine, a potential signature wine for the Commonwealth of Pennsylvania in the USA and identify the consumer segments likely to look for and purchase this wine varietal.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>A total of 676 wine consumers from the Mid-Atlantic region in the USA were compared based on familiarity with Grüner Veltliner wine, variety-seeking (VARSEEK) scores and the likelihood of looking for and purchasing Pennsylvania Grüner Veltliner wine.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Although only a third of participants had some experience with Grüner Veltliner wine, 77% were “somewhat interested” to “very interested” in being able to sample and taste the wine, and 66%–67% were “somewhat likely” to “very likely” to look for and purchase the wine from both growing regions. Generation, wine consumption behavior and familiarity with Pennsylvania wine and Grüner Veltliner wine differed between participants based on purchase intent and VARSEEK scores (i.e. low VARSEEK/likely, high VARSEEK/unlikely). Differences in factors motivating Grüner Veltliner purchasing were also identified between low VARSEEK/likely and high VARSEEK/likely participants.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>The paper presents evidence of potential demand for a signature wine from an emerging wine region. This provides direction for target marketing and related promotional strategy, along with identifying wine consumers interested in tasting and purchasing the wine.</p><!--/ Abstract__block -->\",\"PeriodicalId\":46955,\"journal\":{\"name\":\"International Journal of Wine Business Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.3000,\"publicationDate\":\"2024-01-19\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Wine Business Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/ijwbr-04-2023-0020\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"AGRONOMY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Wine Business Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijwbr-04-2023-0020","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"AGRONOMY","Score":null,"Total":0}
引用次数: 0

摘要

目的本研究旨在确定白葡萄酒饮用者对美国宾夕法尼亚州的潜在标志性葡萄酒--Grüner Veltliner 葡萄酒的兴趣,并确定可能寻找和购买该葡萄酒品种的消费群体。设计/方法/途径根据对 Grüner Veltliner 葡萄酒的熟悉程度、品种寻找(VARSEEK)得分以及寻找和购买宾夕法尼亚州 Grüner Veltliner 葡萄酒的可能性,对来自美国大西洋中部地区的 676 名葡萄酒消费者进行了比较。研究结果虽然只有三分之一的参与者对Grüner Veltliner葡萄酒有一定的了解,但77%的人对品尝这种葡萄酒 "有点兴趣 "到 "非常有兴趣",66%-67%的人对寻找和购买这两个产区的葡萄酒 "有点可能 "到 "非常可能"。根据购买意向和 VARSEEK 分数(即 VARSEEK 分数低/有可能,VARSEEK 分数高/无可能),参与者对宾夕法尼亚州葡萄酒和格鲁纳维特利纳葡萄酒的世代、葡萄酒消费行为和熟悉程度存在差异。低 VARSEEK/likely 和高 VARSEEK/likely 参与者购买 Grüner Veltliner 的动机因素也存在差异。这为目标市场营销和相关促销策略提供了方向,同时也确定了有兴趣品尝和购买该葡萄酒的消费者。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Evaluating white wine consumer interest in Grüner Veltliner: a potential signature varietal for Pennsylvania

Purpose

This study aims to determine white wine drinkers’ interest in Grüner Veltliner wine, a potential signature wine for the Commonwealth of Pennsylvania in the USA and identify the consumer segments likely to look for and purchase this wine varietal.

Design/methodology/approach

A total of 676 wine consumers from the Mid-Atlantic region in the USA were compared based on familiarity with Grüner Veltliner wine, variety-seeking (VARSEEK) scores and the likelihood of looking for and purchasing Pennsylvania Grüner Veltliner wine.

Findings

Although only a third of participants had some experience with Grüner Veltliner wine, 77% were “somewhat interested” to “very interested” in being able to sample and taste the wine, and 66%–67% were “somewhat likely” to “very likely” to look for and purchase the wine from both growing regions. Generation, wine consumption behavior and familiarity with Pennsylvania wine and Grüner Veltliner wine differed between participants based on purchase intent and VARSEEK scores (i.e. low VARSEEK/likely, high VARSEEK/unlikely). Differences in factors motivating Grüner Veltliner purchasing were also identified between low VARSEEK/likely and high VARSEEK/likely participants.

Originality/value

The paper presents evidence of potential demand for a signature wine from an emerging wine region. This provides direction for target marketing and related promotional strategy, along with identifying wine consumers interested in tasting and purchasing the wine.

求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信