Age Related Motivational Segmentation of Wine Consumption in a Hospitality Setting

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Hall, John, 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

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.

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Item type Article
URI https://vuir.vu.edu.au/id/eprint/2587
DOI https://doi.org/10.1108/eb008777
Official URL http://dx.doi.org/10.1108/eb008777
Subjects Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Historical > FOR Classification > 1503 Business and Management
Keywords ResPubID7713, wine, age, motivation, segmentation, risk, quality
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