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Variety seeking by wine consumers in the southern states of the US

Janeen E. Olsen (SSU Wine Business Institute, Sonoma State Univeristy, Rohnert Park, California, USA)
Tom Atkin (SSU Wine Business Institute, Sonoma State Univeristy, Rohnert Park, California, USA)
Liz Thach (SSU Wine Business Institute, Sonoma State Univeristy, Rohnert Park, California, USA)
Steve S. Cuellar (SSU Wine Business Institute, Sonoma State Univeristy, Rohnert Park, California, USA)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 16 November 2015

2258

Abstract

Purpose

The purpose of this study is to investigate variety-seeking behavior among US wine consumers to determine if there are differences in their personal characteristics, values and relationship with wine.

Design/methodology/approach

The research design uses a quantitative research study using data from an online survey of 401 US wine consumers. The Schwartz Value Inventory and the VARSEEK scale are used as measurement instruments. Data are analyzed using descriptive statistics, cluster analysis, ANOVA and discriminate analysis.

Findings

The results illustrate strong differences between high variety-seeking consumers compared to moderate variety-seeking and variety avoiders. High variety seekers are younger, hold values favoring stimulation and tolerance of risk, pay more for wine, purchase wine in more locations, prefer more varietals and consider themselves more wine knowledgeable and involved than the other two segments.

Practical implications

The results provide implications for wine marketers targeting high variety-seeking consumers, including offering wine brands with a wider array of varietals, wines from different countries, various price tiers and include creative packaging and sustainable messages in their presentation.

Originality/value

This paper presents research addressing an important construct for wine marketers attempting to introduce new products and build brand loyalty.

Keywords

Citation

Olsen, J.E., Atkin, T., Thach, L. and Cuellar, S.S. (2015), "Variety seeking by wine consumers in the southern states of the US", International Journal of Wine Business Research, Vol. 27 No. 4, pp. 260-280. https://doi.org/10.1108/IJWBR-08-2014-0036

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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