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Wine Purchasing Behaviour in Hospitality Settings: Age-Related Market Segments and Their Purchase Motivations

Hall, John and Binney, Wayne and O'Mahony, Barry G (2003) Wine Purchasing Behaviour in Hospitality Settings: Age-Related Market Segments and Their Purchase Motivations. In: Riding the wave of tourism and hospitality research : proceedings of the Council of Australian University Tourism and Hospitality Education Conference, Coffs Harbour, 2003. Braithwaite, Robyn L and Braithwaite, Richard W, eds. Southern Cross University, Lismore, NSW, pp. 1-11.

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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. This study reveals that there are six dominant factors that influence wine purchasing behaviour and that significant differences in purchase motivation exist between the 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: Book Section
ISBN: 1863844899
Additional Information:

Council of Australian University Tourism and Hospitality Education Conference‎ (2003 :‎ Coffs Harbour, N.S.W.) Proceedings of the 5th Annual (CAUTHE) Conference, 2003, Coffs Harbour, New South Wales

Uncontrolled Keywords: ResPubID6282, wine consumption, hospitality settings, wine purchasing behaviour, marketing theory, risk reduction strategies, brand name, product cues, mood enhancement
Subjects: FOR Classification > 1503 Business and Management
FOR Classification > 1504 Services
FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Depositing User: VUIR
Date Deposited: 01 Aug 2013 04:44
Last Modified: 01 Aug 2013 04:44
URI: http://vuir.vu.edu.au/id/eprint/6723
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