Generation Y and sparkling wines: a cross-cultural perspective
Author
Charters, Steve
Velikova, Natalia
Ritchie, Caroline
Fountain, Joanna
Thach, Liz
Dodd, Tim H.
Fish, Nicola
Herbst, Frikkie
Terblanche, Nic
Date
2011Type
Article
Publisher
Emerald Group Publishing Limited
ISSN
1751-1062
Metadata
Show full item recordAbstract
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.
Journal/conference proceeding
International Journal of Wine Business Research
Citation
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)
Description
Full text not available from this repository. The definitive version is available at
http://dx.doi.org/10.1108/17511061111143016
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