Generation Y wine consumption motivators – do they differ across situations and gender?

Abstract

Generation Y brings new changes and demands to the market and advertisers. Embarking upon wine consumption as inexperienced consumers, Generation Y consumers are confused and overwhelmed when having to choose wine. Generation Y, wine consumption occasions and gender differences in wine consumption represent the subject of research. Consequently, the purpose of this study is to analyse the factors influencing wine consumption of Generation Y consumers in the context of two countries from South-Eastern Europe (Bosnia and Herzegovina, and Croatia). // Quantitative research was conducted using a highly structured, Internet-based questionnaire developed for this research. The online questionnaire was created using LimeSurvey. Special attention was given to the fact that the Bosnian and Croatian languages differ in various nuances that serve as ethnical, religious, social and political differentiation. The non-probability judgment sampling method (n=295 respondents) was identified as being suitable, compared to the goals and objectives of the research. // Research findings show that specific gender differences exist in the wine consumption behaviour of males and females of Generation Y. However, factor analysis reveals that self- expression, sociability, tradition and food are factors that have been recognized as significant for wine consumption. Multivariate regressions have been applied in order to explain the influences of the mentioned factors on wine consumption. // This paper has empirical implications because it gives suggestions on how to create ads to target Generation Y male and female wine consumers in accordance with factors that have been identified as influencing their wine consumption. The managerial implications consider new practical knowledge on Generation Y’s attitudes and habits that the regional wine industry and wine professionals could incorporate into their businesses.

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