The importance of wine attributes in an emerging wine-producing country
South African Journal of Business Management
| Field | Value | |
| Title | The importance of wine attributes in an emerging wine-producing country | |
| Creator | Pentz, Chris Forrester, Alexandra | |
| Description | Purpose: This article investigated and compared the relative importance of 14 wine attributes on the wine-purchasing behaviour of South African consumers of different generational groups.Design/methodology/approach: Data were collected from 646 South African wine consumers by means of a structured online questionnaire. Respondents were divided into two main age groups, 18–40 years of age and 41 years and older. Data analysis included descriptive statistics, best–worst scaling and independent sample t-tests.Findings/results: Results showed that there were both similarities and differences in the relative importance of wine attributes between the two age groups investigated. Both groups regarded the previous tasting of a wine and recommendations by others as the two most important wine attributes when purchasing wine for their own consumption. An in-store promotional display of wines was regarded as the least important wine attribute by the older cohort, whereas an alcohol level below 13% was rated by the younger cohort as the least important wine attribute.Practical implications: The findings contribute to a deeper understanding of wine-purchasing behaviour in the emerging wine-producing countries. Results can be used by marketing managers to create more effective marketing strategies to increase wine sales in South Africa amongst different age groups.Originality or value: This study is a pioneering venture, given the absence of published knowledge on the possible generational differences in the wine consumer behaviour of South Africans. | |
| Publisher | AOSIS | |
| Date | 2020-08-25 | |
| Identifier | 10.4102/sajbm.v51i1.1932 | |
| Source | South African Journal of Business Management; Vol 51, No 1 (2020); 9 pages 2078-5976 2078-5585 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajbm.org/index.php/sajbm/article/view/1932/1608
https://sajbm.org/index.php/sajbm/article/view/1932/1607
https://sajbm.org/index.php/sajbm/article/view/1932/1609
https://sajbm.org/index.php/sajbm/article/view/1932/1606
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