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dc.contributor.authorFountain, Joanna M.en
dc.contributor.authorLamb, Charles G.en
dc.date.accessioned2011-11-15T00:32:51Z
dc.date.issued2011-06en
dc.identifier.citationFountain, J. & Lamb, C. (2011). Wine consumption and purchase behaviour in high and low involvement situations: a comparison of Gen Y and older consumers. 6th AWBR International Conference, 9-10 June 2011. Bordeaux, France: Bordeaux Management School.en
dc.identifier.urihttps://hdl.handle.net/10182/4023
dc.description.abstractPurpose:– To explore the wine consumption behaviour of Gen Y in comparison to older wine consumers in a New Zealand context, with a focus on the influence of situational involvement on wine behaviour. Design/methodology/approach:– A quantitative survey was conducted with a random sample of residents of Christchurch, New Zealand in 2008. The results were analysed using marginal frequency analysis. Findings:– Gen Y wine consumers are less likely than older consumers to drink wine in either low or high involvement situations. Price is a more important product cue for Gen Y than for older consumers, and the younger cohort spend more on a bottle of wine. Country of origin is a significantly more important influence on wine purchasing for older consumers in both high and low involvement situations. Practical implications:– It would be counterproductive for wine marketers to target Gen Y wine consumers with cut-price wine and more effort is required to encourage them to ‘drink local’.en
dc.format.extent1-10en
dc.language.isoenen
dc.publisherAcademy of Wine Business Researchen
dc.relationThe original publication is available from - Academy of Wine Business Researchen
dc.rightsCopyright © The Authors.en
dc.source6th Academy of Wine Business Research International Conferenceen
dc.subjectGeneration Yen
dc.subjectwine consumptionen
dc.subjectNew Zealanden
dc.subjectwine purchase behaviouren
dc.subjectsituational involvementen
dc.titleWine consumption and purchase behaviour in high and low involvement situations: a comparison of Gen Y and older consumersen
dc.typeConference Contribution - Published
lu.contributor.unitLincoln Universityen
lu.contributor.unitFaculty of Environment, Society and Designen
lu.contributor.unitDepartment of Tourism, Sport and Societyen
lu.contributor.unitResearch Management Officeen
lu.contributor.unit/LU/Research Management Office/2018 PBRF Staff groupen
pubs.finish-date2011-06-10en
pubs.notesPaper presented at the 6th AWBR International Conference, held at Bordeaux Management School, France, 9-10 June 2011.en
pubs.organisational-group/LU
pubs.organisational-group/LU/Faculty of Environment, Society and Design
pubs.organisational-group/LU/Faculty of Environment, Society and Design/DTSS
pubs.organisational-group/LU/Research Management Office
pubs.organisational-group/LU/Research Management Office/2018 PBRF Staff group
pubs.publication-statusPublisheden
pubs.start-date2011-06-09en
lu.subtypeConference Paperen


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