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Age related motivational segmentation of wine consumption in a hospitality setting

journal contribution
posted on 2004-01-01, 00:00 authored by J Hall, Wayne Binney, G O`Mahony
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

History

Journal

International journal of wine marketing

Volume

16

Issue

3

Pagination

29 - 44

Publisher

Barmarick Publications

Location

Hull, England

ISSN

0954-7541

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2007, Emerald Backfiles

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