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Consumption dynamics and demographics of Canadian wine consumers: Retailing insights from the tasting room channel

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  • Bruwer, Johan
  • Lesschaeve, Isabelle
  • Campbell, Benjamin L.
Abstract
This study facilitates a better understanding of the socio-demographics and consumption dynamics of wine consumers using the retailing ‘platform’ of the winery tasting room with them as visitors to it in a wine region environment. The overall aim was to gain some insights on gender and age generation-related consumer behaviour, wine type preferences, and their link to retail channel behaviour. Systematic random sampling yielded a total of 659 useable surveys collected at various tasting rooms in the Niagara Peninsula Wine Region in Ontario, Canada. Specific differences exist in the wine consumption behaviour and wine type preferences of males and females and between generational cohorts, specifically Millennial and older consumers. Whereas females and males do not differ much in quantity consumed and spend on wine, they do differ greatly in wine type consumption with females drinking significantly more white and males more red wine. Wine type consumption was shown to be moderated by not only classical demographic variables, but also by the retail outlets preferred for wine purchase. Females buy more of their wine from foodservice on-trade retail outlets such as restaurants, while Millennials frequent the tasting room channel much less than older consumers. There are strong indications that the higher the wine tourism activity level, the higher the wine consumption (usage) level of the consumers. It is possible to direct marketing strategies at wine consumers in accordance with their gender and lifecycle stage as far as certain behavioural and sensory aspects of the product is concerned. The winery tasting room is the most obvious retail channel vehicle to reach people with high tourism activity factor levels who also happen to be the high usage consumers in the wine market.

Suggested Citation

  • Bruwer, Johan & Lesschaeve, Isabelle & Campbell, Benjamin L., 2012. "Consumption dynamics and demographics of Canadian wine consumers: Retailing insights from the tasting room channel," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 45-58.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:1:p:45-58
    DOI: 10.1016/j.jretconser.2011.08.008
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    References listed on IDEAS

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    3. Anatoliy G. Goncharuk, 2017. "Wine Value Chains: Challenges and Prospects," Journal of Applied Management and Investments, Department of Business Administration and Corporate Security, International Humanitarian University, vol. 6(1), pages 11-27, February.
    4. Malgorzata Rutkowska-Podolowska & Nina Szczygiel & Grzegorz Podolowski, 2016. "Vinotherapy As An Innovation – Impact On Health Attitudes," Oeconomia Copernicana, Institute of Economic Research, vol. 7(4), pages 683-695, December.
    5. F.J. Cristófol & Elena Cruz-Ruiz & Gorka Zamarreño-Aramendia, 2021. "Transmission of Place Branding Values through Experiential Events: Wine BC Case Study," Sustainability, MDPI, vol. 13(6), pages 1-21, March.
    6. Hamelin, Nicolas & Thaichon, Park, 2016. "Consumer motives and impact of western media on the Moroccan luxury buyer," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 164-170.
    7. Sajal Kabiraj & Amitabh Upadhya & Anu Vij, 2021. "Exploring the Factors Affecting the Behavioral Intention of Visitors in Wine Festival: The Case of China Dalian International Wine and Dine Festival," Business Perspectives and Research, , vol. 9(3), pages 352-369, September.
    8. Arian Seyedimany & Mehmet Haluk Koksal, 2022. "Segmentation of Turkish Wine Consumers Based on Generational Cohorts: An Exploratory Study," Sustainability, MDPI, vol. 14(5), pages 1-16, March.

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