Millennial wine consumers: Risk perception and information search
119 citations recorded by the source corpus.
Marketing managers in the US have long been concerned with how to reach young consumers most effectively and how to present important information. This research demonstrates how the information search and risk reduction strategies of Millennials differ from older consumers. Findings from a survey sample of 409 US consumers suggest that if unsure about making a wine selection, Millennials are more apt to seek information from friend/family and shelf talkers than elders. Elders were more willing to ask questions of store personnel and wine stewards. While brand is very important to both groups, Millennials rely less on geographical cues such as region of origin to determine wine quality and pay more attention to medals won, label imagery, and alcohol content. The differences in the importance of and usage of these various information sources are helpful for wineries to prioritize their marketing appeals to the Millennial segment.
Subfields: Food Science, Plant Science, Tourism, Leisure and Hospitality Management
View Paper: https://www.semanticscholar.org/paper/f1040767ae0af01e55432c09ba0307707a25849e
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In Tourism, Leisure and Hospitality Management
Citations in the corpus
- Credibility in the blogosphere: A study of measurement and influence of wine blogs as an information source (2015, background): “Wine, a social object and product, has become more prevalent in consumer behavior studies in a variety of social media contexts (e.g., virtual community, Habel et al., 2010; Thach, 2010; WOM, Bouzdine-Chameeva and Galam, 2011; blogs, Doyle et al., 2011; search, Atkin and Thach, 2012; Twitter.”