Habits attitudes and credence towards wine Where and
Habits, attitudes and credence towards wine. Where and how do Italian millennials’ wine consumers find the information they need? Mora C. , Massa Saluzzo U. , Menozzi D. , Sogari G, Turani S. 12 th Annual AAWE Conference 2018 Ithaca, New York, USA June 10 -14, 2018
SUMMARY 1. Objective 2. Introduction 3. Materials and methods 4. Preliminary results 5. Conclusions
1. OBJECTIVE Explore millennials’ behavior in wine search of information, purchase and consumption; focusing on the role of the Web and Social Media.
2. INTRODUCTION We Are Social, 2018 Istat, 2016
SUMMARY 1. Objective 2. Introduction 3. Materials and methods 4. Preliminary results 5. Conclusions
3. MATERIALS AND METHODS Literature review Qualitative analysis Quantitative analysis • Review of the existing literature • In-depth interviews • Analysis of websites and social media profiles • Analysis of applications • Questionnaire structure • Sociodemographic characteristics of the sample
Qualitative analysis Indepth interviews: focus on choice attributes and use of Web Analysis of: Some Italian wineries’ websites + Social Media profiles + The most used App in Italy in terms of information that consumers can find online.
Questionnaire structure 1. Socio-demographic questions 2. Questions regarding the wine consumption 3. Questions regarding the wine purchasing process 4. Questions about the familiarity, the involvement and the competence in the wine sector 5. Questions about the use of Web and Social Media Closed-end questions: multiple choices with defined options and Likert Scale.
Socio-demographic characteristics of the sample
SUMMARY 1. Objective 2. Introduction 3. Materials and methods 4. Preliminary results 5. Conclusions
Wine consumption 21% 79% CONSUME WINE NOT CONSUME WINE
Attitude Descriptive statistics for Attributes (Five point Likert scale was used) Past experience Sensory properties Pairing with the food Production area Price Denomination of origin Winery Word of mouth Without sulfites Alcohol by volume Without allergens Label design and/or appearance of the bottle Organic certification Awards Advertising and discounts Website of the winery Mean Standard deviation 3, 98 0, 91 3, 96 0, 93 3, 93 0, 98 3, 81 0, 98 3, 79 0, 84 3, 64 1, 06 3, 51 1, 04 3, 34 1, 02 3, 29 1, 15 3, 11 1, 02 3, 06 1, 18 3, 05 1, 16 3, 03 1, 12 3, 02 1, 05 2, 6 1, 13 2, 48 1, 1
Sources of information - Personal experience - At the place of purchase - Journals, guides, articles related to the wine sector - Friends and/or family members - Web site - Blog e forum
Trust in different sources of information
Finding information on wine using internet is…
Sharing
Explore segments NON EXPERTS 74% • No knowledge at all • No knowledge EXPERTS 26% • Basic knowledge • Good knowledge • Strong knowledge
Importanc e of the attributes according to the knowledge EXPERTS NON EXPERTS
Trust in the e-sources
Sharing wine experience according to knowledge NON EXPERTS
SUMMARY 1. Objective 2. Introduction 3. Materials and methods 4. Preliminary results 5. Conclusions
5. CONCLUSIONS Search of information Purchase Sharing • Our sample prefers traditional sources of information • No trust in the WEB • Exception: Web sites of the wineries • Our sample buys wine at supermarket • Our sample doesn’t buy online (less than 1% ) • Young people are more willing to share info (post, pictures. . ) about food than wine
5. CONCLUSIONS IMPLICATIONS FOR THE WINERIES FURTHER RESEARCH Use social media to create engagement, find out more about their potential customers segment and convey tailor-made messages on specific target audience Use web site to inform consumers is necessary because web site remain the most interned based important source of info for millenials Be present in app is important Millenials tend to buy without informing before the purchase moment and they ask to the retailers, so inform the retailer is important ! Explore the barriers Millenials have for not using the Web to search information, buy wine and share wine experience Collect and compare data with non-Millenials wine drinkers (wider sample) Perform a cluster analysis based on attitude/credence and sociodemographics attributes
Thank you for your attention!
Essential bibliography Ferrarini R. , Carbognin C, Casarotti E. M. , Nicolis E. , Nencini A. , Meneghin A. M. (2010). The emotional response to wine consumption. Food Quality and Preference 21(7): 720 -725 Fuentes Fernandez, R. , Vriesekoop, F. , Urbano, B. , (2017). Social media as a means to access millennial wine consumers. International Journal of wine 269, 283. Furst, T. , Connors, M. , Bisogni, C. A. , Sbal, J. & Falk, L. W. (1996). Food choice: a conceptual model of the process. Appetite, 26, 247– 266. Grunert, K. G. (2002). Current issues in the understanding of consumer food choice, Trends in Food Science & Technology, 13 (8): 275285. Higgins, L. M. , Wolf, M. M. ; Wolf, M. J. (2016). Wine on Facebook: A Look at Millennials’Wine Information Search. In Successful Social Media and Ecommerce Strategies in the Wine Industry; Szolnoki, G. , Thach, L. , Kolb, D. , Eds. ; Palgrave Macmillan: New York, NY, USA. PWC (2017), Strategies In the Digital Age Introduction Why Speak of Millennial in the Wine Sector in Italy? (https: //www. pwc. com/it/it/industries. html) Rosemary, A, . Webster. , Michael Hunter& John A, Keants, (2009) Peer and Parental influences on adolescent’s. Substance Use: a path Analysis. International Journal of the Addictions. (647 -657) Sogari G. , Pucci T. , Aquilani B. and Zanni L. (2017). Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine, Sustainability 2017, 9, 1911 Thach Liz (2009), Wine 2. 0—The Next Phase of Wine Marketing? Exploring US Winery Adoption of Wine 2. 0 Components, Journal of Wine Research 20: 2, 143 -157.
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