Previously published as: International Journal of Wine Marketing
Online from: 2007
Subject Area: Marketing
|Title:||Consumer liking of white wines: segmentation using self-reported wine liking and wine knowledge|
|Author(s):||Ellena S. King, (School of Agriculture, Food and Wine, The University of Adelaide, Adelaide, Australia), Trent E. Johnson, (School of Agriculture, Food and Wine, The University of Adelaide, Adelaide, Australia), Susan E.P. Bastian, (School of Agriculture, Food and Wine, The University of Adelaide, Adelaide, Australia), Patricia Osidacz, (The Australian Wine Research Institute, Adelaide, Australia), I. Leigh Francis, (The Australian Wine Research Institute, Adelaide, Australia)|
|Citation:||Ellena S. King, Trent E. Johnson, Susan E.P. Bastian, Patricia Osidacz, I. Leigh Francis, (2012) "Consumer liking of white wines: segmentation using self-reported wine liking and wine knowledge", International Journal of Wine Business Research, Vol. 24 Iss: 1, pp.33 - 46|
|Keywords:||Australia, Consumer behaviour, Consumer segmentation, Consumption behaviour, White wine, White wine liking, Wine knowledge|
|Article type:||Research paper|
|DOI:||10.1108/17511061211213774 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||The authors thank Belinda Bramley, Jennifer O'Mahony and the AWRI sensory team for their time and effort with consumer testing. Thank you also to Tragon Corporation for help with questionnaire design and Dr Simone Mueller for help with statistical analyses. The consumer participants are also gratefully acknowledged. The Australian Wine Research Institute (AWRI), a member of the Wine Innovation Cluster, is supported by Australian grapegrowers and winemakers and the Australian Government through funding by the Grape and Wine Research and Development Corporation (GWRDC). The project was co-funded by scholarships from the Australian Government, GWRDC and the University of Adelaide.|
Purpose – The purpose of this paper is to determine the degree to which wine consumers in South Australia have different liking for white wine styles, and to relate reported liking to wine knowledge and demographic differences.
Design/methodology/approach – A group of 150 regular white wine drinking consumers from the Adelaide metropolitan area responded to a wine habits and attitudes questionnaire. Consumers were segmented based on self-reported liking of white wine styles, with three distinct segments identified.
Findings – Sauvignon Blanc wine likers were mainly younger females with low wine knowledge who reported not drinking Chardonnay wines. Conversely, “Riesling wine likers” were generally older with higher wine knowledge. These consumers were interested in the region, vintage and alcohol level when purchasing white wine. The final group (40 percent of the total sample) had a lower liking for Riesling wines, but liked all types relatively highly, had low to moderate wine knowledge and took more note of expert opinion than the other clusters.
Research limitations/implications – The findings of this study can be extrapolated to the South Australian population, however, the sample size may restrict the generalisation of the results to the broader Australian population.
Originality/value – The results of this study provide initial insights into the behaviour of white wine consumers and highlight the importance of wine knowledge in differentiating consumer liking. Some strategies for influencing consumers' preference are suggested.
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