A personality-based measure of the wine consumption experience for millennial consumers
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 15 August 2016
Abstract
Purpose
This paper aims to propose a personality-based approach to measure Millennial consumers’ wine evaluations. Past personality-based measures (brand personality, country personality and product personality) each presents their own issues when it comes to measuring wine perceptions, especially those of neophyte wine consumers. This paper proposes a new, holistic and tailored measure to gauge the personality dimensions Millennials perceive in wine.
Design/methodology/approach
Multiple studies were conducted in France. Items from former personality scales were combined and condensed. An exploratory factor analysis (n = 318) followed by a confirmatory factor analysis (n = 236) across wines from different regions were conducted. Predictive validity tests relating the dimensions of wine personality to key consumer outcomes were also conducted. Finally, face validity tests with real wines were conducted (n = 190).
Findings
The results suggest two dimensions of wine personality for Millennial consumers: a social and a philosophical dimension. The nine-trait structure is stable across origins and each dimension can be related to quality and value perceptions, attitudes and purchase intent. The findings suggest a new way for managers to gauge the way their wine offering is received by Millennial wine consumers.
Originality/value
The initial personality structure, uncovered across the multiple studies, suggests a parsimonious way to understand how an important wine segment, Millennials, perceives wines. The measure includes brand, product and origin perceptions and thus proposes a holistic way of understanding young consumers’ perception of wine personality.
Keywords
Citation
Spielmann, N., Babin, B.J. and Verghote, C. (2016), "A personality-based measure of the wine consumption experience for millennial consumers", International Journal of Wine Business Research, Vol. 28 No. 3, pp. 228-245. https://doi.org/10.1108/IJWBR-09-2015-0035
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited