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 0954-7541Full text for this resource is not available from the Research Repository.
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.
|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
|Date Deposited:||31 Aug 2011 07:11|
|Last Modified:||26 Jul 2012 06:30|
|ePrint Statistics:||View download statistics for this item|
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