Generation Y and sparkling wines: a cross-cultural perspective
Dodd, Tim H.
Emerald Group Publishing Limited
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Purpose – The aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries. Design/methodology/approach – A qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli. Findings – There were significant trans‐cultural similarities between consumption behaviour (sparkling wine is a women's drink, and a separate category from still wine, and that they will “grow into” drinking it) but also noticeable differences (responses to images and colours varied substantially, as did attitudes to price and the particular status of champagne). Research limitations/implications – Research into the behaviour of Generation Y as a cohort needs to take account of cultural as much as generational context. However, as a qualitative study the findings need further quantitative validation. Practical implications – Marketers cannot view Generation Y as a single group; even within countries marketing strategies may need to be refined depending on where a product is being sold. Originality/value – No trans‐cultural study on Generation Y has been carried out to date, nor has their engagement with sparkling wine been specifically explored.
International Journal of Wine Business Research
Charters, S. Velikova, N. Ritchie, C. Fountain, J. Thach, L. Dodd, T H. Fish, N. Herbst, F. and Terblanche, N. (2011) 'Generation Y and sparkling wines: a cross-cultural perspective', International Journal of Wine Business Research, 23:2 (pp161-175)
Full text not available from this repository. The definitive version is available at http://dx.doi.org/10.1108/17511061111143016
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