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dc.contributor.authorVelikova, N.en
dc.contributor.authorFountain, Joanna M.en
dc.contributor.authorde Magistris, T.en
dc.contributor.authorSeccia, A.en
dc.contributor.authorWilson, D.en
dc.date.accessioned2018-01-29T21:55:09Z
dc.identifier.urihttps://hdl.handle.net/10182/8957
dc.description.abstractPurpose: The project was designed as a cross-cultural examination of Generation Y consumers’ early alcohol socialisation, with a specific focus on wine. Comparison between the New World and the Old World was of particular interest. Design/methodology/approach: The cross cultural comparison was conducted across five countries, comprising France, Italy, Spain, the USA, and New Zealand. The data were collected via an online survey that was distributed to eligible participants (of legal drinking age in their respective country and within Generation Y age boundaries). Descriptive statistics, Chi-square and t-tests were used to analyse the data. Findings: Respondents in both the New and the Old World reported that they started drinking wine later than they started drinking alcohol in general. Significantly more Old World consumers had wine as their first drink. Early experiences with wine involved more red wine for Old World consumers and white wine for New World Gen Ys. Both Old and New World consumers first tried wine primarily in the presence of friends or family, but more New World consumers first tried wine in the presence of their parents and siblings. More Old World consumers first tried wine in an everyday context, as accompanying regular meal, while New World participants first tried wine mostly at a special occasion. Practical implications: For wine marketers to reach New World younger consumers, appealing to peer influence may be less effective than accessing them through their families. Since Old World consumers were introduced to wine as a drink at meal times, bringing back the tradition of wine as an everyday drink at the family dinner table should be the key marketing strategy for the Old World.en
dc.format.extent1-13en
dc.language.isoenen
dc.relationThe original publication is available from - http://academyofwinebusiness.com/wp-content/uploads/2013/04/Velikova-Fountain-de-Magistris-Seccia-Wilson.pdfen
dc.rightsCopyright © The Authors & AWBR.en
dc.source7th Academy of Wine Business Research International Conferenceen
dc.subjectGeneration Yen
dc.subjectwine socialisationen
dc.subjectNew World and Old World comparisonen
dc.titleMy first glass of wine: A comparison of Gen Y early wine experiences and socialisation in New and Old Worlds marketsen
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.uniten
lu.contributor.uniten
dc.subject.anzsrc150501 Consumer-Oriented Product or Service Developmenten
dc.subject.anzsrc160403 Social and Cultural Geographyen
dc.subject.anzsrc070604 Oenology and Viticultureen
pubs.finish-date2013-06-15en
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-statusPublished onlineen
pubs.publisher-urlhttp://academyofwinebusiness.com/wp-content/uploads/2013/04/Velikova-Fountain-de-Magistris-Seccia-Wilson.pdfen
pubs.start-date2013-06-12en
lu.identifier.orcid0000-0003-2556-3216
lu.subtypeConference Paperen


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