Generation Y Preferences for Wine: An Exploratory Study of the US Market Applying the Best-Worst Scaling

British Food Journal, Vol. 114, No. 4, pp. 516-528, 2012

Posted: 14 Aug 2012

See all articles by Polymeros Chrysochou

Polymeros Chrysochou

Aarhus University - Department of Business Administration

Krystallis Athanasios

Independent

Ana Mocanu-Suciu

Lucian Blaga University of Sibiu - Faculty of Law; FACULTY OF LAW

Rachel Lewis

affiliation not provided to SSRN

Date Written: 2012

Abstract

Purpose – The purpose of this paper is to explore differences in wine preferences between Generation Y and older cohorts in the USA.

Design/methodology/approach – A total of 260 US consumers participated in a web-based survey that took place in April 2010. The best-worst scaling method was applied measuring the level of importance given by participants to a list of most common attributes used in choice of wine. Independent sample t-tests were applied to compare the best-worst scores between Generation Y and older cohorts.

Findings – Differences were found in the level of importance that Generation Y gives to wine attributes in comparison to older cohorts. Generation Y was found to attach more importance to attributes such as “Someone recommended it”, “Attractive front label” and “Promotional display in-store”, whereas older cohorts gave more importance to attributes such as “I read about it” and “Grape variety”. This suggests that Generation Y preferences for wine are driven by marketing added-value activities such as promotions and labelling, whereas limited importance is given to information about wine, reflecting lack of subjective knowledge, experience and involvement about wine.

Research limitations/implications – This research adds to generation-based research in wine marketing and contributes towards a better understanding of the differences between generation cohorts in relation to their preferences towards wines.

Originality/value – This study is among the first to compare wine preferences of Generation Y with older cohorts using the best-worst scaling method.

Keywords: Wines, Generation Y, United States of America, Best-worst scaling

Suggested Citation

Chrysochou, Polymeros and Athanasios, Krystallis and Mocanu-Suciu, Ana and Lewis, Rachel, Generation Y Preferences for Wine: An Exploratory Study of the US Market Applying the Best-Worst Scaling (2012). British Food Journal, Vol. 114, No. 4, pp. 516-528, 2012, Available at SSRN: https://ssrn.com/abstract=2129143

Polymeros Chrysochou (Contact Author)

Aarhus University - Department of Business Administration ( email )

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

Krystallis Athanasios

Independent ( email )

Ana Mocanu-Suciu

Lucian Blaga University of Sibiu - Faculty of Law ( email )

str. Calea Dumbravii no. 34
Sibiu, Sibiu
Romania

FACULTY OF LAW ( email )

str. Calea Dumbravii no. 34
Sibiu, Sibiu
Romania

Rachel Lewis

affiliation not provided to SSRN ( email )

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