LOGIN TO YOUR ACCOUNT

Username
Password
Remember Me
Or use your Academic/Social account:

CREATE AN ACCOUNT

Or use your Academic/Social account:

Congratulations!

You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.

Important!

Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message

CREATE AN ACCOUNT

Name:
Username:
Password:
Verify Password:
E-mail:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:
fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Anchor, J.R; Lacinová, Tereza
Publisher: E&M
Languages: English
Types: Article
Subjects: H1, HB

Classified by OpenAIRE into

mesheuropmc: food and beverages, digestive, oral, and skin physiology
The purpose of this study is to identify the most important motivations for drinking wine and the factors influencing wine purchase in the Czech Republic and to ascertain if there are significant differences between genders and age groups. An online survey was conducted, using e-mail and social networks, of wine consumers in one of the 14 regions of the Czech Republic. This resulted in a sample of n=237. Spearman’s correlation test was conducted to find correlations between wine consumption and age and the chi-square test for differences between genders. Four motivations were found to be significantly correlated with age – to be sociable, to be respected, because wine is considered healthy and because it belongs with a nice meal, as well as seven factors affecting wine purchase – label, provenance, brand/producer, vintage, design of the bottle, recommendations of salesperson and a preference for the lowest priced wines. As the majority of respondents came from one of the 14 Czech regions, generalizations for the whole Czech Republic cannot be made. It is recommended that future work should include more complex segmentation. This paper contributes to the literature by exploring the Czech wine market, where very little research has been conducted so far, as well as by exploring the influence of age on the motivation for wine consumption.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • [1] AGNOLI, L., BEGALLI, D. and CAPITELLO, R. Generation Y's perception of wine and consumption situations in a traditional wineproducing region. International Journal of Wine Business Research. 2011, Vol. 23, Iss. 2, pp.176-192. ISSN 1751-1062. doi:http://dx.doi. org/10.1108/175110611111430257.
    • [2] ANCHOR, J. R., KOUŘILOVÁ, T. Consumer Perceptions of Tesco Own Brands: the Czech Republic and the United Kingdom. E+M Ekonomie a Management. 2008, Vol. 11, Iss. 4, pp. 119-131. ISSN 1212-3609.
    • [3] ATKIN, T., NOWAK, L. and GARCIA, R. Women wine consumers: information search and retailing implications. International Journal of Wine Business Research. 2007, Vol. 19, Iss. 4, pp. 327-339. ISSN 1751-1062. doi:http:// dx.doi.org/10.1108/17511060710837454.
    • [4] BACKSTROM, K. and JOHANSSON, U. Creating and consuming experiences in retail store environments: comparing retailer and consumer perspectives. Journal of Retailing and Consumer Services. 2006, Vol. 13, Iss. 6, pp. 417-430. ISSN 0969-6989. doi:http://dx.doi. org/10.1016/j.jretconser.2006.02.005.
    • [5] BATT, P. J. and DEAN, A. Factors influencing consumers' decision. Australian and New Zealand Wine Industry Journal. 2000, Vol. 15, Iss. 4, pp. 34-41.
    • [6] BLACKWELL, R., MINIARD, P. and ENGEL, J. Consumer Behavior. 10th ed. Mason:Thomson Higher Education, 2006. ISBN 0324271972.
    • [7] BRUNNER, T. A. and SIEGRIST, M. A consumer-oriented segmentation study in the Swiss wine market. British Food Journal. 2011, Vol. 113,Iss.3,pp.353-373.ISSN0007-070X.doi:http:// dx.doi.org/10.1108/00070701111116437.
    • [8] BRUNNER, T. A. and SIEGRIST, M. Lifestyle determinants of wine consumption and spending on wine. International Journal of Wine Business Research. 2011, Vol. 23, Iss. 3, pp. 210-220. ISSN 1751-1062. doi:http://dx.doi. org/10.1108/17511061111163041.
    • [9] BRUWER, J., LI, E. and REID, M. Segmentation of the Australian Wine Market Using a Wine-Related Lifestyle Approach. Journal of Wine Research. 2002, Vol. 13, Iss. 3, pp. 217-242. ISSN 1469-9672. doi:http://dx.doi. org/10.1080/0957126022000046510.
    • [10] BRUWER, J. and JOHNSON, T. The Drivers of On-premise Beverage Selection in Australia, research report, Australian. Adelaide: Wine and Brandy Corporation, 2005. ISBN 0959318011.
    • [11] BRUWER, J. and LI, E. Wine-related lifestyle (WRL) segmentation: demographic and behavioural factors. Journal of Wine Research. 2007, Vol. 18, Iss. 1, pp. 19-34. ISSN 1469-9672. doi:http://dx.doi.org/10.1080/09571260701526865.
    • [12] BRUWER, J., SALIBA, A. and MILLER, B. Consumer behaviour and sensory preference differences: implications for wine product marketing. Journal of Consumer Marketing. 2011, Vol. 28, Iss. 1, pp. 5-18. ISSN 0736-3761. doi:http://dx.doi.org/10.1108/07363761111101903.
    • [13] ČESKÝ STATISTICKÝ ÚŘAD. Česká republika od roku 1989 v číslech [online]. Prague: Czech Statistical Office, 2012 [cit. 2014-02-21]. http://www.czso.cz/csu/redakce. nsf/i/cr_od_roku_1989.
    • [14] CHARTERS, S., LOCKSHIN, L. and UNWIN, T. Consumer responses to wine back labels. Australian and New Zealand Wine Industry Journal. 2000, Vol. 15, Iss. 3, pp. 94-101. doi:http://dx.doi. org/10.1080/09571269908718177.
    • [15] CHARTERS, S. Wine and Society. Oxford: Elsevier Butterworth-Heinemann, 2006. ISBN 07506 66358.
    • [16] CHLÁDKOVÁ, H. Rozhodovani spotrebitelu pri nakupu vina. Decision making in wine purchase. International Scientific Days 17-18, 2006. Nitra: Faculty of Economic and Management SAU in Nitra, May 2006.
    • [17] CHLÁDKOVÁ, H.,TOMŠÍK, P. and GURSKÁ, S. The development of main factors of the wine demand. Agricultural Economics. 2009, Vol. 55, No. 7, pp 321-326. ISSN 0139-570X.
    • [18] DUBOW, J. Occasion-based vs user-based benefit segmentation: a case study. Journal of Advertising Research. 1992, Vol. 32, Iss. 2, pp. 11-18. ISSN 0021-8499.
    • [19] FENNELL, G. Consumers' perceptions of the product-use situation. Journal of Marketing. 1978, Vol. 4, Iss. 2, pp. 38-47. ISSN 0022-2429.
    • [20] FOUNTAIN, J. and LAMB, CH. Generation Y as young wine consumers in New Zealand: how do they differ from Generation X? International Journal of Wine Business Research. 2011, Vol. 23, Iss. 2, pp.107- 124. ISSN 1751-1062. doi:http://dx.doi. org/10.1108/17511061111142981.
    • [21] GERAGHTY, S. and TORRES, A. M. The Irish wine market: a market segmentation study. International Journal of Wine Business Research. 2009, Vol. 21, Iss. 2, pp. 143- 154. ISSN 1751-1062. doi:http://dx.doi. org/10.1108/17511060910967980.
    • [22] HALL, J., WINCHESTER, M. Focus on your customer through segmentation. Australian and New Zealand Wine Industry Journal. 2000, Vol. 15, Iss. 2, pp. 93-96.
    • [23] HALL, J., BINNEY, W., O'MAHONY, G. B. Age Related Motivational Segmentation of Wine Consumption in a Hospitality Setting. International Journal of Wine Marketing. 1993, Vol. 16, Iss. 3, pp. 29-43. ISSN 0954-7541. doi:http://dx.doi.org/10.1108/eb008777.
    • [24] HIRSCHMAN, E. C., HOLBROOK, M. B. Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing. 1982, Vol. 46, Iss. 3, pp. 92-101. ISSN 0022- 2429. doi:http://dx.doi.org/10.2307/1251707.
    • [25] HOFFMAN, C. A. When consumers buy wine, what factors decide the final purchase? Australian and New Zealand Wine Industry Journal. 2004, Vol. 19, Iss. 2, pp. 82-91. [26]HUSSAIN,M.,CHOLETTE,S.andCASTALDI, R. Determinants of wine consumption of US consumers: an econometric analysis.International Journal of Wine Business Research. 2007, Vol. 19, Iss. 1, pp. 49-62. ISSN 1751-1062. doi:http:// dx.doi.org/10.1108/17511060710740343.
    • [27] JAEGER,S.R.,DANAHER,P.J.andBRODIE, R. J. Wine purchase decisions and consumption behaviours: insights from a probability sample drawn in Auckland, New Zealand. Food Quality and Preference. 2009, Vol. 20, Iss. 4, pp. 312-319. ISSN 0950-3293. doi:http://dx.doi.org/10.1016/j. foodqual.2009.02.003.
    • [28] JOHNSON, T. and BASTIAN, S. A preliminary study of the relationship between Australian wine consumers' wine expertise and their wine purchasing and consumption behavior. Australian Journal of Grape and Wine Research. 2007, Vol. 13, Iss. 3, pp. 186-197. ISSN 1755-0238. doi:http://dx.doi. org/10.1111/j.1755-0238.2007.tb00249.x.
    • [29] JOHNSON, T. and BRUWER, J. Generic consumer risk-reduction strategies (RRS) in wine-related lifestyle segments of the Australian wine market. International Journal of Wine Marketing. 2004, Vol. 16, Iss. 1, pp. 5-35. ISSN 0954-7541. doi:http://dx.doi.org/10.1108/ eb008764.
    • [30] KOZÁK, V. Analysis of Reasons for Beer Consumption Drop in the Czech Republic. E+M Ekonomie a Management. 2013, Vol. 16, Iss. 3, pp. 130-138. ISSN 1212-3609.
    • [31] LING, B. H. and LOCKSHIN, L. Components of wine prices for Australian wine: How winery reputation, wine quality, region, vintage, and winery size contribute to the price of varietal wines. Australasian Marketing Journal. 2003, Vol. 11, Iss. 3, pp. 19-32. ISSN 1441-3582. doi:http:// dx.doi.org/10.1016/S1441-3582(03)70132-3.
    • [32] LOCKSHIN, L. and COHEN, E. Using product and retail choice attributes for crossnational segmentation. European Journal of Marketing. 2011, Vol. 45, Iss. 7, pp.1236- 1252. ISSN 0309-0566. doi:http://dx.doi. org/10.1108/03090561111137697.
    • [33] LOCKSHIN, L. and HALSTEAD, L. A comparison of Australian and Canadian wine buyers using discrete choice analysis. In: Proceedings of the 2nd international wine marketing symposium. 8-9 July, 2005. Sonoma County (USA): Rohnert Park, 2005. http:// academyofwinebusiness.com/up-content/ upload/2010/05Canada_Australia.pdf.
    • [34] LOCKSHIN, L. S. and RHODUS, W. T. The effect of price and oak flavor on perceived wine quality. International Journal of Wine Marketing. 1993, Vol. 5, Iss. 2, pp. 13-25. ISSN 0954-7541. doi:http://dx.doi.org/10.1108/eb008614.
    • [35] LOCKSHIN, L., SPAWTON, A. and MACINTOSH, G. Using product, brand and purchasing involvement for retail segmentation. Journal of Retailing and Consumer Services. 1997, Vol. 4, Iss. 3, pp. 171-183. ISSN 0969- 6989. doi:http://dx.doi.org/10.1016/S0969- 6989(96)00048-3. [36]MARTINEZ-CARRASCO,L.,BRUGAROLAS, M. and MARTINEZ-POVEDA, A. Quality wines and wines protected by a designation of origin: identifying their consumption determinants. Journal of Wine Research. 2005, Vol. 16, Iss. 3, pp. 213-232. ISSN 1469-9672. doi:http://dx.doi. org/10.1080/09571260600556690.
    • [37] MCCARTHY, M. and HENSON, S. Perceived risk and risk reduction strategies in the choice of beef by Irish consumers. Food Quality and Preference. 2005, Vol. 16, Iss. 5, pp. 435-445. ISSN 0950-3293. doi:http://dx.doi. org/10.1016/j.foodqual.2004.08.003.
    • [38] MCCUTCHEON, E., BRUWER, J. and LI, E. Region of origin and its importance among choice factors in the wine-buying decision making of consumers. International Journal of Wine Business Research. 2009, Vol. 21, Iss. 3, pp. 212-234. ISSN 1751-1062. doi:http://dx.doi. org/10.1108/17511060910985953.
    • [39] MINISTERSVO ZEMĚDĚLSTVÍ (Ministry of Agriculture). Situační a výhlednová zpráva : Víno a vinná réva. Těšnov: Ministerstvo zemědělství ČR, 2011.
    • [40] MUELLER, S., LOCKSHIN, L., SALTMAN, Y. and BLANFORD, J. Message on a bottle: The relative influence of wine back label information on wine choice. Food Quality and Preference. 2010, Vol. 21, Iss. 1, pp. 22-32. ISSN 0950-3293. doi:http://dx.doi.org/10.1016/j. foodqual.2009.07.004.
    • [41] NEELEY, C. R., MIN, K. S. and KENNETTHENSEL, P. A. Contingent consumer decision making in the wine industry: the role of hedonic orientation. Journal of Consumer Marketing. 2010, Vol. 27, Iss. 4, pp. 324- 335. ISSN 0736-3761. doi:http://dx.doi. org/10.1108/07363761011052369.
    • [42] OCZKOWSKI, E. Hedonic wine price functions and measurement error. Economic Record. 2001, Vol. 77, Iss. 239, pp. 374- 382. ISSN 1475-4932. doi:http://dx.doi.org/ 10.1111/1475-4932.00030.
    • [43] ORTH, U. Research Note: Targeting the un-experienced and the convenience shopper. International Journal of Wine Marketing. 2002, Vol. 14, Iss. 3, pp. 80-82. ISSN 0954-7541. doi:http://dx.doi.org/ 10.1108/eb008748.
    • [44] OVERBY, J. W., GARDIAL, S. F. and WOODRUFF, R. B. French versus America consumers' attachment of value to a product in a common consumption context: a cross - national comparison. Journal of Academy of Marketing Science. 2004, Vol. 32, Iss. 4, pp. 437-460. ISSN 0092-0703. doi:http://dx.doi.org/ 10.1177/0092070304265697.
    • [45] RASMUSSEN, M. and LOCKSHIN, L. Wine choice behaviour: the effect of regional branding. International Journal of Wine Marketing. 1999, Vol. 11, Iss. 1, pp. 36-46. ISSN 0954-7541. doi:http://dx.doi.org/ 10.1108/eb008689.
    • [46] ROBINSON, J. A woman's place is in the cellar. San Francisco Chronicle [online]. San Francisco: SFGate, 2004-07-08 [cit. 2014- 02-21]. Available from: http://www.sfgate. com/wine/article/A-woman-s-place-is-in-thecellar-2743526.php.
    • [47] SANTOS, C. R., et al. Consumption Culture in Europe:Literature Review. IGI Global, 2013. ISBN 978-1-4666-2857-1.
    • [48] SIMOVÁ, J. Conceptual Models of Customer Value: Implications for Clothing Retailing. E+M Ekonomie a Management. 2009, Vol. 12, Iss. 1, pp. 88-97. ISSN 1212-3609.
    • [49] SIMOVÁ, J. Internationalization in the Process of the Czech Retail Development. E+M Ekonomie a Management. 2010, Vol. 13, Iss. 2, pp. 78-91. ISSN 1212-3609.
    • [50] SPAWTON, A. L. Marketing planning for wine. International Journal of Wine Marketing. 1990, Vol. 2, Iss. 2, pp. 19-31. ISSN 0954-7541. doi:http://dx.doi.org/10.1108/EUM0000000000617.
    • [51] SPAWTON, T. Wine and the marketing mix. European Journal of Marketing. 1991, Vol. 25, Iss. 3, pp. 19-31. ISSN 0304-0566. doi:http:// dx.doi.org/ 10.1108/eb008580.
    • [52] THACH, E. C. and OLSEN, J. E. Market segment analysis to target young adult wine drinkers. Agribusiness. 2006, Vol. 22, Iss. 3, pp. 307-322. ISSN 1520-6297. doi:http://dx.doi. org/10.1002/agr.20088.
    • [53] THOMAS, A. Elements influencing wine purchasing: a New Zealand view. International Journal of Wine Marketing. 2000, Vol. 12, Iss. 2, pp. 47-62. ISSN 0954-7541. doi:http://dx.doi. org/10.1108/eb008709.
    • [54] WINE MARKET COUNCIL. The US Wine Market - Consumer Trends and Analysis 2009. Wine New York: Market Council, 2009. ISSN 0954-7541.
    • [55] ZANTEN, R. Drink Choice: Factors Influencing the Intention to Drink Wine. International Journal of Wine Marketing. 2005, Vol. 17, Iss. 2, pp. 49-61. ISSN 0954-7541. doi:http://dx.doi.org/10.1108/eb008788.
  • No related research data.
  • No similar publications.

Share - Bookmark

Cite this article