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Johan Bruwer - One of the best experts on this subject based on the ideXlab platform.
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An Empirical Confirmation of Wine‐Related Lifestyle Segments in the Australian Wine Market
International Journal of Wine Marketing, 2020Co-Authors: Trent E Johnson, Johan BruwerAbstract:The Wine industry has been criticised in the past for adopting a mass‐Marketing approach but in the current ultra‐competitive Wine Market the inevitable outcome of a production rather than Marketing orientation is almost certain failure. Whereas the Australian domestic Wine Market is currently experiencing a low growth rate, a precursor to any future growth strategy is a clear understanding of the Market. Acceptance of Market segmentation as a strategy to target consumers more effectively enhances the focus and differentiation essential to achieve growth in the Wine Market. Recently a new segmentation approach of lifestyle based on a cognitive deductive perspective that makes lifestyle specific to the area of Wine consumption was developed by Bruwer et al. (2001). This process included the development of a Wine‐related lifestyle (WRL) measurement research instrument and the identification of five Wine‐related lifestyle Market segments. In this paper, a study conducted in the Australian Wine Market on 363 consumers to empirically confirm or disconfirm the previously identified five Wine‐related lifestyle segments is reported on. The further theoretically‐driven development and improvement of the WRL research instrument is also described.
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usage rate segmentation enriching the us Wine Market profile
International Journal of Wine Research, 2015Co-Authors: Kathleen M. Kelley, Jeffrey Hyde, Johan BruwerAbstract:The purpose of this research is to enrich our knowledge of the US Wine Market and provide insights into how usage rate segmentation can be enhanced by select innovative perspectives of current offerings. Data were collected through a 15-minute online survey of 910 US Wine drinkers randomly selected from a panel of consumers. It was found that the “super core” segment not only drank Wine more frequently, but also were more likely to drink other types of alcohol presented (beer, distilled spirits, and ready-to-drink cocktails), and at a greater frequency, “at least once a week” and “about once a week”, than “marginal” drinkers. Differences between usage rate segments existed between sex and age generations. Female millennial “super core” consumers would increase Wine consumption if the number of calories were reduced to fewer than 80 per 5 oz serving. Practical implications for a Winery or Wine retailer might include the potential to add these beverages to their product offering or bundling these beverages to create packages (allowing for mass customization, which is used often in retail) and appropriately Marketing these offerings to their customers. Changes that may invoke a positive response are Wine made from “sustainably farmed” or “naturally farmed” grapes, and certified carbon-free Wine. From an originality viewpoint, this study is the first to investigate how usage rate segmentation can be enriched by means of variable cross-extension and examination.
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country of origin coo brand loyalty and related consumer behaviour in the japanese Wine Market
International Journal of Wine Business Research, 2014Co-Authors: Johan Bruwer, Courtney Buller, Anthony Saliba, Elton LiAbstract:Purpose – The purpose of this study was to examine the loyalty of Japanese consumers to country-of-origin (COO) Wine brands and how this affects purchasing behaviour. Design/methodology/approach – A multi-dimensional COO brand loyalty scale was developed containing attitudinal (psychological) and behavioural loyalty dimensions. A total of 173 responses were collected using a structured self-administered questionnaire in the Japanese language. Findings – Japanese Wine consumers have moderate levels of COO brand loyalty, with high levels of satisfaction, moderate-high levels of inertia and price sensitivity and moderate levels of word-of-mouth, emotional attachment, commitment and purchase intent. Furthermore, 46 per cent of respondents exhibited true COO brand loyalty. The conceptual definition of COO Wine brand loyalty proved to be sound with a high level of measurement scale reliability (a = 0.884). Practical implications – The findings provide insights into the Japanese Wine Market and the nature of Jap...
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Wine related lifestyle wrl Market segmentation demographic and behavioural factors
Journal of Wine Research, 2007Co-Authors: Johan Bruwer, Elton LiAbstract:The primary objectives of this research were to further strengthen the Wine-related lifestyle (WRL) instrument and to compare and contrast the composition and nature of the Wine Market segments with the earlier studies. Data collection took place by means of the computerassisted telephone interviewing (CATI) method among Wine drinking residents in South Australia, resulting in a final randomized sample size of 401 households. People who were the primary Wine buyer of their household and had consumed Wine in the six-month period prior to the survey, were interviewed. The South Australian Wine Market consists of five Wine-related lifestyle (WRL) segments, each differing in size and level of involvement with Wine. This segmentation structure is relatively stable but continues to evolve as two new Market segments were identified, namely ‘mature time-rich Wine drinkers’ and ‘young professional Wine drinkers’. The WRLinstrument is a domain-specific segmentation tool that is suitable for identifying and measuring Wine Market segments, but needs to undergo further testing on both a cross-cultural and data collection method basis. The research reconfirms that there are five lifestyle-related segments in the South Australian Wine Market and that this is of an evolving nature. The findings are somewhat tentative as the study was conducted in South Australia only.
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generic consumer risk reduction strategies rrs in Wine related lifestyle segments of the australian Wine Market
International Journal of Wine Marketing, 2004Co-Authors: Trent E Johnson, Johan BruwerAbstract:Wine is widely regarded as a ‘complicated’ product and for the majority of consumers the purchasing of Wine in the retail situation evokes considerable risk. Marketers are therefore constantly and increasingly trying to demystify Wine in order to reduce the perceived risk levels of consumers in the purchase situation. Most previous research in the area of perceived risk literature tended to focus on the concept of risk and its measurement rather than on risk‐reduction. This study examined the preferred risk‐reduction strategies (RRS) employed by identified Wine‐related lifestyle segments in the Australian Wine Market and linked these strategies to the Wine retail environment. Relying on favourite brands or so‐called ‘safe brand’ buying was found to rank highest as a risk reduction strategy in the commercial (under $15 per bottle) and premium‐to super‐premium ($15‐$25) price ranges while the opportunity to try before buying ranked highest in the ultra‐premium ($25) price range. The results obtained have major implications for retailers and form the foundation for a competitive advantage. It also indicates the direction for future research in this strategically important area of Wine consumer behaviour.
Trent E Johnson - One of the best experts on this subject based on the ideXlab platform.
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Real World Examples of Wine Market Segments With a Focus on the Australian Market
Reference Module in Food Science, 2020Co-Authors: Trent E Johnson, Lukas Danner, Susan E.p. BastianAbstract:Abstract This chapter provides an overview of consumer segmentation studies applying psychographic variables with a focus on the Australian Market, and describes the identity and composition of the resulting Wine consumer segments. The comparison of the studies suggests that there are 3 stable segments within the Australian domestic Wine Market: Connoisseurs , who are very Wine knowledgeable, and Wine involved; enjoyment oriented social Wine drinkers , a segment that is female dominant, who enjoy Wine in a social setting; and basic Wine drinkers, who enjoy a glass of Wine, but are not very Wine knowledgeable or Wine involved. In addition, selected international segmentation studies are presented to demonstrate global applicability.
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An Empirical Confirmation of Wine‐Related Lifestyle Segments in the Australian Wine Market
International Journal of Wine Marketing, 2020Co-Authors: Trent E Johnson, Johan BruwerAbstract:The Wine industry has been criticised in the past for adopting a mass‐Marketing approach but in the current ultra‐competitive Wine Market the inevitable outcome of a production rather than Marketing orientation is almost certain failure. Whereas the Australian domestic Wine Market is currently experiencing a low growth rate, a precursor to any future growth strategy is a clear understanding of the Market. Acceptance of Market segmentation as a strategy to target consumers more effectively enhances the focus and differentiation essential to achieve growth in the Wine Market. Recently a new segmentation approach of lifestyle based on a cognitive deductive perspective that makes lifestyle specific to the area of Wine consumption was developed by Bruwer et al. (2001). This process included the development of a Wine‐related lifestyle (WRL) measurement research instrument and the identification of five Wine‐related lifestyle Market segments. In this paper, a study conducted in the Australian Wine Market on 363 consumers to empirically confirm or disconfirm the previously identified five Wine‐related lifestyle segments is reported on. The further theoretically‐driven development and improvement of the WRL research instrument is also described.
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generic consumer risk reduction strategies rrs in Wine related lifestyle segments of the australian Wine Market
International Journal of Wine Marketing, 2004Co-Authors: Trent E Johnson, Johan BruwerAbstract:Wine is widely regarded as a ‘complicated’ product and for the majority of consumers the purchasing of Wine in the retail situation evokes considerable risk. Marketers are therefore constantly and increasingly trying to demystify Wine in order to reduce the perceived risk levels of consumers in the purchase situation. Most previous research in the area of perceived risk literature tended to focus on the concept of risk and its measurement rather than on risk‐reduction. This study examined the preferred risk‐reduction strategies (RRS) employed by identified Wine‐related lifestyle segments in the Australian Wine Market and linked these strategies to the Wine retail environment. Relying on favourite brands or so‐called ‘safe brand’ buying was found to rank highest as a risk reduction strategy in the commercial (under $15 per bottle) and premium‐to super‐premium ($15‐$25) price ranges while the opportunity to try before buying ranked highest in the ultra‐premium ($25) price range. The results obtained have major implications for retailers and form the foundation for a competitive advantage. It also indicates the direction for future research in this strategically important area of Wine consumer behaviour.
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an empirical confirmation of Wine related lifestyle segments in the australian Wine Market
International Journal of Wine Marketing, 2003Co-Authors: Trent E Johnson, Johan BruwerAbstract:The Wine industry has been criticised in the past for adopting a mass‐Marketing approach but in the current ultra‐competitive Wine Market the inevitable outcome of a production rather than Marketing orientation is almost certain failure. Whereas the Australian domestic Wine Market is currently experiencing a low growth rate, a precursor to any future growth strategy is a clear understanding of the Market. Acceptance of Market segmentation as a strategy to target consumers more effectively enhances the focus and differentiation essential to achieve growth in the Wine Market. Recently a new segmentation approach of lifestyle based on a cognitive deductive perspective that makes lifestyle specific to the area of Wine consumption was developed by Bruwer et al. (2001). This process included the development of a Wine‐related lifestyle (WRL) measurement research instrument and the identification of five Wine‐related lifestyle Market segments. In this paper, a study conducted in the Australian Wine Market on 363 consumers to empirically confirm or disconfirm the previously identified five Wine‐related lifestyle segments is reported on. The further theoretically‐driven development and improvement of the WRL research instrument is also described.
Mariaisabel Ayuda - One of the best experts on this subject based on the ideXlab platform.
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The International Wine Market, 1850–1938
Wine Society and Globalization, 2020Co-Authors: Vicente Pinilla, Mariaisabel AyudaAbstract:The purpose of this article is to analyze the international Wine Market between 1850 and 1938. During this period, the less-developed countries of southern Europe participated in international trade, mainly as exporters of primary products and importers of manufactured goods. For these countries, the export of Wine represented a sizeable proportion of this trade. The study of the Market for this type of product is essential in order for us to better understand the opportunities made available to these countries from the development of a Wine export sector specializing in production to supply the Markets of the industrialized countries.
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the international Wine Market 1850 1938
2007Co-Authors: Vicente Pinilla, Mariaisabel AyudaAbstract:The purpose of this article is to analyze the international Wine Market between 1850 and 1938. During this period, the less-developed countries of southern Europe participated in international trade, mainly as exporters of primary products and importers of manufactured goods. For these countries, the export of Wine represented a sizeable proportion of this trade. The study of the Market for this type of product is essential in order for us to better understand the opportunities made available to these countries from the development of a Wine export sector specializing in production to supply the Markets of the industrialized countries.
Vicente Pinilla - One of the best experts on this subject based on the ideXlab platform.
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The International Wine Market, 1850–1938
Wine Society and Globalization, 2020Co-Authors: Vicente Pinilla, Mariaisabel AyudaAbstract:The purpose of this article is to analyze the international Wine Market between 1850 and 1938. During this period, the less-developed countries of southern Europe participated in international trade, mainly as exporters of primary products and importers of manufactured goods. For these countries, the export of Wine represented a sizeable proportion of this trade. The study of the Market for this type of product is essential in order for us to better understand the opportunities made available to these countries from the development of a Wine export sector specializing in production to supply the Markets of the industrialized countries.
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the international Wine Market 1850 1938
2007Co-Authors: Vicente Pinilla, Mariaisabel AyudaAbstract:The purpose of this article is to analyze the international Wine Market between 1850 and 1938. During this period, the less-developed countries of southern Europe participated in international trade, mainly as exporters of primary products and importers of manufactured goods. For these countries, the export of Wine represented a sizeable proportion of this trade. The study of the Market for this type of product is essential in order for us to better understand the opportunities made available to these countries from the development of a Wine export sector specializing in production to supply the Markets of the industrialized countries.
Antonino Galati - One of the best experts on this subject based on the ideXlab platform.
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Changes in the international Wine Market competitiveness
International Journal of Globalisation and Small Business, 2020Co-Authors: Antonino Galati, Salvatore Tinervia, Maria Crescimanno, F. SpeziaAbstract:This study offers a contribution to understanding the complexity of the international Wine trade analysing the specialisation patterns of 14 among the most important Wine world actors in the period 2007&2016, in order to verify if the patterns of comparative advantages for the trade of this countries have experienced significant changes. Using the Lafay index, as a comparative advantage measure, our results reveal deep changes in the global Wine Market exchange. Our result constitutes a base element for the future development of the competitive scenario and provides some both theoretical and practical implications. In the baseline projection, the maintenance of the competitive position is closely linked to the needs to know the specificities, the differences, the sizes and the economic opportunities for each of the countries target, in order to undertake targeted actions and effective strategies.
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natural Wine consumers and interest in label information an analysis of willingness to pay in a new italian Wine Market segment
Journal of Cleaner Production, 2019Co-Authors: Antonino Galati, Maria Crescimanno, Giorgio Schifani, Giuseppina MiglioreAbstract:Abstract Increasing public attention to issues of health and environmental sustainability has contributed to a growing consumer demand for “natural” food and drinks. As has been observed, this trend has also affected the Wine Market, leading to the spread of so-called “natural Wine”. According to the literature, consumers who are aware of the social and environmental impact of their consumption choices pay more attention to the information displayed on the label as a tool to reduce the risk associated with their purchase. This study seeks to identify which consumers are willing to pay for natural Wine and to understand what information on the label influences their choice. This study is one of the first in Wine research to analyse consumers of the “natural” Wine recently appearing on the Market to satisfy the need of health and environmentally conscious consumers. The findings indicate that consumers are willing to pay a premium price for “natural” Wine, and this choice is positively affected by the importance attributed to information on the ingredient content, production method and sensory characteristics included on the Wine label. Millennial consumers are also more likely to pay a high premium price for “natural” Wine.
