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Age related motivational segmentation of wine consumption in a hospitality setting

Hall, John, Binney, Wayne and O`Mahony, Garry G. 2004, Age related motivational segmentation of wine consumption in a hospitality setting, International journal of wine marketing, vol. 16, no. 3, pp. 29-44.

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Title Age related motivational segmentation of wine consumption in a hospitality setting
Author(s) Hall, John
Binney, Wayne
O`Mahony, Garry G.
Journal name International journal of wine marketing
Volume number 16
Issue number 3
Start page 29
End page 44
Total pages 16
Publisher Barmarick Publications
Place of publication Hull, England
Publication date 2004
ISSN 0954-7541
Keyword(s) age
motivation
quality
segmentation
wine
Summary The wine industry is a multi-billion product value category worldwide with a significant part being sales through hospitality service providers. Although wine sales add considerably to the profitability of many restaurants, hotels, bars and other hospitality establishments, few studies have been conducted into wine purchasing behaviour within hospitality settings. This study identifies the factors that influence consumers to purchase wine and attempts to demonstrate how the basic demographic characteristic of age is a useful variable for segmentation purposes. The study reveals that there are six dominant factors that influence wine purchasing behaviour and that significant differences in purchase motivation exist between three age segments, 18 to 25 years, 26 to 34 years and 34+years. The results of this research have significant implications for hospitality operators who, with a basic knowledge of the demographic characteristics of their guests, can develop marketing strategies to maximise the sale of wine and wine products
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2007, Emerald Backfiles
Persistent URL http://hdl.handle.net/10536/DRO/DU:30002719

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