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The Search for New Wine Consumers: Marketing Focus on Consumer LifeStyle or LifeCycle

66 citations0/0 files storedInternational Journal of Wine Marketing

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Wine Industry and Tourism Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Market Dynamics

Abstract

Recent marketing debates in the wine industry highlight two distinct viewpoints on how new wine consumers are created — through lifestyle choices or via lifecycle maturity. Qualitative research with a quota sample of American wine drinkers suggests that lifestyle choice is the more reliable source for new wine consumers. Based on the research results, several wine lifestyle options are identified and described. In addition, suggestions for further quantitative research models are recommended, as well as marketing strategics to capitalise on the wine lifestyle selections.

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1984Case Study Research: Design and Methods 2011Case study research: design and methods 1993The Market for Luxury Goods: Income versus Culture

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