To read this content please select one of the options below:

Status or fun? A cross-cultural examination of young consumers’ responses to images of champagne and sparkling wine

Natalia Velikova (Texas Wine Marketing Research Institute, Texas Tech University, Lubbock, Texas, USA)
Steve Charters (School of Wine and Spirits Business, Groupe ESC Dijon-Bourgogne, Dijon, France)
Joanna Fountain (Department of Tourism, Sport and Society, Lincoln University, Lincoln, New Zealand)
Caroline Ritchie (Welsh Center for Tourism Research, Cardiff Metropolitan University, Cardiff, UK)
Nicola Fish (Department of Business and Law Swinburne University of Technology, Hawthorn, Australia)
Tim Dodd (Texas Wine Marketing Research Institute, Texas Tech University, Lubbock, Texas, USA)

British Food Journal

ISSN: 0007-070X

Article publication date: 1 August 2016

1270

Abstract

Purpose

The purpose of this paper is to test Luna and Gupta’s (2001) investigative framework on the interaction of cultural values and consumer behaviour by conducting a cross-cultural comparison of young wine consumers’ interpretation of images of champagne and sparkling wine. The research examined consumer responses to the images through the prism of the relationship between symbolism, ritual and myth, as well as other related values.

Design/methodology/approach

In a series of focus groups with consumers from four anglophone countries (the USA, New Zealand, Australia and the UK), six images of champagne and sparkling wine were used as stimuli to encourage affective and cognitive perspectives on the topic.

Findings

Overall, the UK market showed distinct differences from the other markets, due very much to its cultural context. The UK consumers valued traditional advertising; focused mainly on the product itself; and did not associate champagne with fun. Respondents from the New World focused on the general impression of the image and on enjoyment and fun associated with consumption of champagne and sparkling wine.

Practical implications

The most crucial implication of this research is the cultural variation in consumer perceptions of champagne and sparkling wine and the impact that it has upon marketing strategies on how to market this product category to younger consumers in different markets.

Originality/value

This research contributes to the study of cultural values and consumption behaviour, as well as image effectiveness in forming perceptions of the product category.

Keywords

Citation

Velikova, N., Charters, S., Fountain, J., Ritchie, C., Fish, N. and Dodd, T. (2016), "Status or fun? A cross-cultural examination of young consumers’ responses to images of champagne and sparkling wine", British Food Journal, Vol. 118 No. 8, pp. 1960-1975. https://doi.org/10.1108/BFJ-12-2015-0497

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

Related articles