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Age Related Motivational Segmentation of Wine Consumption in a Hospitality Setting

Hall, John and Binney, Wayne and O'Mahony, Barry G (2004) Age Related Motivational Segmentation of Wine Consumption in a Hospitality Setting. International Journal of Wine Marketing, 16 (3). pp. 29-43. ISSN 0954-7541

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Abstract

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.

Item Type: Article
Uncontrolled Keywords: ResPubID7713, wine, age, motivation, segmentation, risk, quality
Subjects: Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
FOR Classification > 1503 Business and Management
Depositing User: VUIR
Date Deposited: 31 Aug 2011 07:11
Last Modified: 26 Jul 2012 06:30
URI: http://vuir.vu.edu.au/id/eprint/2587
DOI: 10.1108/eb008777
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