Yes way, Rosé! Cross-cultural comparison of consumer preferences, perceptions and attitudes towards Rosé wine

Abstract

Purpose - The project was designed as a cross-cultural examination of consumer preferences, perceptions, and attitudes towards rosé wine. Design/methodology/approach - The study was conducted in four markets, comprising the US, New Zealand, France, and the UK. The data were collected via a structured selfadministered survey through a combination of survey administration modes (pen-and-paper and online). Descriptive statistics, Chi-square and ANOVA were used to analyse the data. Findings - One of the key findings of this study revolves around the construction of the perceived image of rosé and how this image varies in different markets. Effectively, this study presents an overview of the perceived reputation of rosé wine in four different market structures, shaped by different cultural and image management issues. Practical implications - The most crucial implication of this research is the cultural variation in consumer attitudes towards rosé wine.