What Drives Greek Consumer Preferences for Cask Wine?

British Food Journal, Vol. 114, No. 8, pp. 1072-1084, 2012

Posted: 10 Aug 2012

See all articles by Polymeros Chrysochou

Polymeros Chrysochou

Aarhus University - Department of Business Administration

Armando Maria Corsi

University of South Australia - School of Marketing

Krystallis Athanasios

Independent

Date Written: 2012

Abstract

Purpose – Cask wine (bag-in-box, soft pack) has not received considerable attention in wine marketing research, but interest among winemakers and consumers has been increasing steadily. However, little is known about what drives consumer preferences for cask wine and, furthermore, what the profile of the cask wine consumer is. This study aims at filling this gap.

Design/methodology/approach – Based on a web-based survey, the best-worst scaling (BWS) method was applied to measure the importance of attributes that Greek consumers assign when choosing cask wine. Then, a latent class clustering analysis based on the importance ratings of the attributes was applied in order to segment the Greek cask wine market.

Findings – The most important attributes were found to be price, quality and convenience packaging, whereas brand, grape variety and origin were found to be the least important ones. In relation to structure, the Greek cask wine market was found to consist of four distinct segments that were labelled as connoisseurs, convenience seekers, experienced and risk averse. These segments showed differences in relation to their past experience and in the importance given to intrinsic (quality, taste, origin) as opposed to extrinsic cues (brand, price, convenience packaging).

Research limitations/implications – Two main strategic directions are suggested to Greek cask wine producers: they can either maintain the current approach to the market by providing a “simple”, not particularly refined wine, or adopt a sustainable eco-friendly positioning.

Originality/value – This study contributes to the understanding of what drives consumers’ preferences for cask wine, something that few studies have done until now. Moreover, this is the first study to use the BWS method for this type of product.

Keywords: Cask wine, Bag-in-box, Consumer preferences, Best-worst scaling, Latent class cluster analysis, Greece, Consumer behaviour, Wines, Market orientation

Suggested Citation

Chrysochou, Polymeros and Corsi, Armando and Athanasios, Krystallis, What Drives Greek Consumer Preferences for Cask Wine? (2012). British Food Journal, Vol. 114, No. 8, pp. 1072-1084, 2012, Available at SSRN: https://ssrn.com/abstract=2127186

Polymeros Chrysochou (Contact Author)

Aarhus University - Department of Business Administration ( email )

Bartholins Allé 10
bygn. 1323 - 321
Aarhus, 8000
Denmark

Armando Corsi

University of South Australia - School of Marketing ( email )

Australia

Krystallis Athanasios

Independent ( email )

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Abstract Views
248
PlumX Metrics