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The wine industry is a multi-billion product value category worldwide with a significant part being sales through hospitality service providers. Although wine sales add considerably to the profitability of many restaurants, hotels, bars and other hospitality establishments few studies have been conducted into wine purchasing behaviour within hospitality settings. This study identifies the factors that influence consumers to purchase wine and attempts to demonstrate how the basic demographic characteristic of age is a useful variable for segmentation purposes. This study reveals that there are six dominant factors that influence wine purchasing behaviour and that significant differences in purchase motivation exist between the three age segments, 18 to 25 years, 26 to 34 years and 34+ years. The results of this research have significant implications for hospitality operators who, with a basic knowledge of the demographic characteristics of their guests, can develop marketing strategies to maximise the sale of wine and wine products
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