Partners in wine: occasion influencers of portuguese millenials' wine purchase behaviour

• Autor(a) principal: Mendes, Sara Vaz de Barros Nunes
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/17854
• topic: Marketing; Millennials; Portugal; Wine consumption; Marketing de vinhos; Comportamento do consumidor

Purpose: This dissertation aims to examine how the Portuguese Millennials chose wine attributes, which information sources they rely on and what are their perceived risks in different wine consumption occasions. The final purpose is to give a new understanding of this segment in this country. Design/methodology/approach: Quantitative data were collected from a sample of Portuguese Millennials (N = 477). Chi-Square and Cramér's V methods were used in the analysis, with the support of frequency tables and CHAID decision trees. Findings: Respondents identified different wine attributes and risks on different wine consumption occasions. However, different sources of information were not considered according to the occasion. This study verified that the occasion-based segmentation is effective when studying the wine consumer behavior and that the Portuguese Millennials do not follow the consumption trend of the other Old-World youths. Practical implications: Wine marketers and managers should be aware of this occasionbased segmentation to develop their strategic plans. This way, the consumer experience will be more positive as well as the sales results. Originality/Value: The present paper is valuable for wine industry practitioners and academic researchers since it analyses the Millennials wine purchasing behaviour in various occasions, in an “Old World” country: Portugal. This will be the next big generation of wine consumers so new knowledge is always relevant for the development of new market strategies, and in this case, occasion-related ones.