Emerald | International Journal of Wine Business Research

The Size Distribution of California’s North Coast Wineries: 1984-2009

Donald Cyr, Joseph Kushner, Tomson Ogwang — 2012-03-16 00:00:00.0

Abstract

Purpose - The purpose of the paper is to examine the structure of California’s North Coast wine industry from 1984 to 2009 to determine if there are significant changes in the size distribution of wineries. Design/methodology/approach - Chi-squared tests in conjunction with the Hoelter index are used to determine whether the changes in the market share for various size classes are significant. Findings - We find a statistically significant trend in terms of smaller wineries becoming an increasing percentage of the total number of wineries and of market share. Originality/value - Unlike most other industries, small wineries are able to meet the changing market and technological conditions of the industry. These results augur well for the growing area of wine tourism which is highly dependent on boutique wineries. The results are also encouraging to new start up wineries considering entering the industry.

Business Coursework and the Resource-Based View

2012-03-16 00:00:00.0

Abstract

Purpose - The main purpose of the research is to determine whether one can infer the identities of specific business and management coursework topics that Owner/Managers of wineries want to have addressed by a wine industry-specific educational institution by assessing upstream and downstream vertical integration strategies of their respective wineries.Design/methodology/approach - Exploratory empirical research involves the gathering of relevant information by way of telephone interviews and using closed end questions. The theory of the Resource-Based View (RBV) of the firm is the theoretical framework that was employed in developing relevant hypotheses. Findings - The results demonstrate that one can predict the types of business and management courses that Owner/Managers of wineries want to have offered by assessing realized upstream and/or downstream vertical integration strategies of their respective wineries.Originality/value - The research creates a bridge between research involving the RBV and the identification of needs of persons in various parts of the wine value chain. Such persons might either become involved in conceiving and/or rendering wine industry-specific business instruction, or benefit by taking business coursework that has been established as relevant for them by this research.

Consumer liking of white wines: segmentation using self-reported wine liking and wine knowledge

2012-03-16 00:00:00.0

Abstract

Purpose - The aims of the study were 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% 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.

The Impact of Environmental Protection and Hedonistic Values on Organic Wine Purchases in the US

Janeen Olsen, Elizabeth Thach, Elizabeth Hemphill — 2012-03-16 00:00:00.0

Abstract

Purpose - Purpose-This paper focuses on one product category, organic wine, to provide a possible explanation for consumers’ purchase behaviors regarding organic wine. Specifically, we consider the role of environmental protection and hedonistic values and their impact on organic wine purchases. Design/methodology/approach - Design Methodology- We proposed hypotheses to examine relationships between environmental and hedonic values in organic wine purchasing. Online survey data was collected from 321 wine drinkers in the United States. Partial least-squared analysis was used to test hypothesized paths between latent variables.Findings - Findings-Ten of the thirteen proposed linkages were supported by the data. Values reflecting the need for environmental protection and for living a hedonistic life were found to lead to belief systems that influence the purchase of organic wines. Research limitations/implications - Research implications/limitations-The results demonstrate that hedonistic and environmental protection values and beliefs can partially explain the propensity to purchase organic wines. The study is limited in that only two values were investigated. Practical implications - Practical implications-The results indicate several marketing implications for professionals around communication, promotion, and point-of-sale information for organic wine.Originality/value - Originality/value-This is the first study to integrate environmental and hedonistic values to explain the purchase of organic wines.

A Strategic Investigation of the Determinants of Wine Consumption in China

Angelo A Camillo — 2012-03-16 00:00:00.0

Abstract

Purpose - The purpose of this study is to determine consumer characteristics, buying behaviour, and the factors that influence the Chinese wine consumerDesign/methodology/approach - The study applies qualitative and quantitative methodology together with a literature review and a strategic environmental scan of the Chinese wine market and consumer behavior Findings - Consumer education, wine related activities, channels of communication, taste, country of origin, quality, and price rank are important factors influencing the buying and consumption behavior of Chinese consumersResearch limitations/implications - Results suggest that there is a need for stakeholders to develop and implement informational and educational marketing strategies to educate and inform consumers in ways that reflect their needs and expectations according to demographic characteristicsPractical implications - The challenge for the stakeholders will be to: 1. Penetrate this emerging market to establish presence and capture market share; 2. Strive for long-term growth and profit sustainability; 3. Create competitive advantage through core competencies; 4. Promote and sell quality products applying the principles of yield management: "to charge the right price, to the ideal consumer, at the right time, in the right place"; and 5. Build brand loyalty Originality/value - This empirical study contributes to the body of knowledge of consumer behavior in relation to wine consumption in an emerging market. The results benefit players in the wine supply chain; especially retail and hospitality operations