Research@Lincoln
    • Login
     
    View Item 
    •   Research@Lincoln Home
    • Faculty of Environment, Society and Design
    • Department of Tourism, Sport and Society
    • View Item
    •   Research@Lincoln Home
    • Faculty of Environment, Society and Design
    • Department of Tourism, Sport and Society
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Generation Y and sparkling wines: a cross-cultural perspective

    Charters, S.; Velikova, N.; Ritchie, C.; Fountain, Joanna M.; Thach, L.; Dodd, T.; Fish, N.; Herbst, F.; Terblanche, N.
    Abstract
    The aim of this study was to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries. A qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli. There were significant trans-cultural similarities between consumption behaviour (sparkling wine is a women’s drink, and a separate category from still wine, and that they will ‘grow into’ drinking it) but also noticeable differences (responses to images and colours varied substantially, as did attitudes to price and the particular status of champagne). Research into the behaviour of Generation Y as a cohort needs to take account of cultural as much as generational context. However, as a qualitative study the findings need further quantitative validation. Marketers cannot view Generation Y as a single group; even within countries marketing strategies may need to be refined depending on where a product is being sold.... [Show full abstract]
    Keywords
    champagne; cross-cultural; Generation Y; marketing strategy; sparkling wine
    Fields of Research
    1503 Business and Management; 1505 Marketing; 1506 Tourism
    Date
    2011
    Type
    Journal Article
    Collections
    • Department of Tourism, Sport and Society [619]
    Share this

    on Twitter on Facebook on LinkedIn on Reddit on Tumblr by Email

    Thumbnail
    View/Open
    IJWBR Gen Y and sparkling wine.pdf
    DOI
    https://doi.org/10.1108/17511061111143016
    Metadata
     Expand record
    © Emerald Group Publishing Limited
    Citation
    Charters, S., Velikova, N., Ritchie, C., Fountain, J., Thach, L., Dodd, T. H., Fish, N., Herbst, F., & Terblanche, N. (2011). Generation Y and sparkling wines: a cross-cultural perspective. International Journal of Wine Business Research, 23(2), 161 - 175. doi:10.1108/17511061111143016
    This service is managed by Learning, Teaching and Library
    • Archive Policy
    • Copyright and Reuse
    • Deposit Guidelines and FAQ
    • Contact Us
     

     

    Browse

    All of Research@LincolnCommunities & CollectionsTitlesAuthorsKeywordsBy Issue DateThis CollectionTitlesAuthorsKeywordsBy Issue Date

    My Account

    LoginRegister

    Statistics

    View Usage Statistics
    This service is managed by Learning, Teaching and Library
    • Archive Policy
    • Copyright and Reuse
    • Deposit Guidelines and FAQ
    • Contact Us