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Dimensions of wine region equity and their impact on consumer preferences

Ulrich R. Orth (Agribusiness and Food Marketing, College of Business, Oregon State University, Corvallis, Oregon, USA)
Marianne McGarry Wolf (Agribusiness Department, California Polytechnic State University, San Luis Obispo, California, USA)
Tim H. Dodd (Texas Wine Marketing Research Institute, College of Human Sciences, Texas Tech University, Lubbock, Texas, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 March 2005

5669

Abstract

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 communications strategies closely to markets.

Originality/value

Practical applications of this study extend beyond the wine industry and include generalizations for the identification of markets and market segments that react more favorably to specific origins, the identification of equity dimensions to be included in regional umbrella brands, and the identification of lifestyle‐based persuasive communication means and executional cues for specifically targeting selected audiences.

Keywords

Citation

Orth, U.R., McGarry Wolf, M. and Dodd, T.H. (2005), "Dimensions of wine region equity and their impact on consumer preferences", Journal of Product & Brand Management, Vol. 14 No. 2, pp. 88-97. https://doi.org/10.1108/10610420510592563

Publisher

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Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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