美国西部按年龄划分的葡萄酒市场:COVID-19大流行后的预期

IF 2.3 Q1 AGRONOMY
M. M. Wolf, Mitchell J. Wolf, B. Lecat
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引用次数: 9

摘要

目的研究四代葡萄酒消费者在葡萄酒购买行为、购买决策时葡萄酒属性的可取性以及所使用的信息来源方面是否存在差异。它考察了代际市场细分是否是葡萄酒行业可行且有价值的战略。Z世代、千禧一代、X世代和婴儿潮一代是被调查的四代。这项研究还调查了新冠肺炎大流行期间几代人在葡萄酒消费方面的行为是否不同。此外,对未来葡萄酒购买行为的预期也进行了检验。设计/方法/方法2020年4月29日至2020年5月7日期间进行了一项在线调查,样本量为944名来自美国西部各州(加利福尼亚州、华盛顿州、爱达荷州、俄勒冈州和内华达州)的消费者。采用单因素方差分析法和卡方检验法检验差异。Findings在为特定葡萄酒品牌创建产品、定价、确定分销渠道和创建信息时,按代划分是合适的。新冠肺炎大流行导致渠道转移,预计在大流行后将继续。原创/价值这是第二篇研究包括Z世代在内的几代人之间葡萄酒购买行为差异的学术论文,也是唯一一篇研究新冠肺炎大流行期间各代人的购买行为变化和对未来的期望的研究。研究局限性/含义应进行一项全国性调查,以确认主要来自加利福尼亚州和邻近州的样本的结果反映了美国的全国葡萄酒消费者。实际含义研究确定了适合每一代人的产品、价格、分销渠道和信息。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Wine market segmentation by age generations in the Western US: expectations after the COVID-19 pandemic
Purpose The purpose of this paper is to investigate if differences exist between the four wine-consuming generations in wine purchasing behavior, the desirability of wine attributes when making a purchase decision and information sources used. It examines if generational market segmentation is an actionable and valuable strategy for the wine industry. Generation Z, Millennials, Generation X and Baby-Boomers are the four generations examined. This research also investigates if the generations behaved differently concerning wine consumption during the COVID-19 pandemic. Further, expectations concerning future wine purchasing behavior are examined. Design/methodology/approach An online survey was conducted between April 29, 2020 and May 7, 2020, with a sample size of 944 consumers from Western US States (California, Washington, Idaho, Oregon and Nevada). One-way analysis of variance technique and Chi-square tests were used to examine differences. Findings Segmentation by generation is appropriate when creating products, pricing, determining channels of distribution and creating messaging for a specific wine brand. The COVID-19 pandemic caused channel shifting that is expected to continue after the pandemic. Originality/value This is the second academic paper that examines differences in wine purchasing behavior between generations including Generation Z and the only study that examines the purchasing behavior changes and expectations for the future by generation concerning the COVID-19 pandemic. Research limitations/implications A national survey should be conducted to confirm that the results from the sample that was mostly from California and neighboring states reflect the national wine consumer in the USA. Practical implications The research identifies the products, prices, channels of distribution and messaging that are appropriate to target each generation.
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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