IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i5p3031-d764363.html
   My bibliography  Save this article

Segmentation of Turkish Wine Consumers Based on Generational Cohorts: An Exploratory Study

Author

Listed:
  • Arian Seyedimany

    (Department of Business Administration, Faculty of Business and Economics, Eastern Mediterranean University, Famagusta 99628, Cyprus)

  • Mehmet Haluk Koksal

    (Department of Business Administration, Faculty of Business and Economics, Eastern Mediterranean University, Famagusta 99628, Cyprus)

Abstract

The purpose of this study is to segment Turkish wine customers based on generational cohorts. It also explores the characteristics of the customers in each group based on wine attributes, information sources, wine consumption, purchase behaviour and socio-economic characteristics. The study’s data were collected from the listed mail addresses in some universities, institutes and company websites through a structured online questionnaire. The sample includes 708 respondents. After splitting consumers into three different generational cohorts based on the birth year (Baby Boomers, Generation X and Generation Y), the study clearly profiles the groups by employing principal component analysis, ANOVA and chi-square analyses. After splitting consumers into three groups based on generational cohorts, the study clearly identifies the differences between groups regarding wine attributes, information sources, purchasing and consumption and socio-demographic characteristics. Although there are many studies examining wine consumers in the literature from diverse countries, this is the first study investigating wine consumers based on generational cohorts in Turkey.

Suggested Citation

  • Arian Seyedimany & Mehmet Haluk Koksal, 2022. "Segmentation of Turkish Wine Consumers Based on Generational Cohorts: An Exploratory Study," Sustainability, MDPI, vol. 14(5), pages 1-16, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:5:p:3031-:d:764363
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/5/3031/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/5/3031/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gustavsen, Geir W. & Rickertsen, Kyrre, 2020. "Motivation for Drinking Wine," Journal of Wine Economics, Cambridge University Press, vol. 15(4), pages 378-385, November.
    2. Sara Fabbrizzi & Veronica Alampi Sottini & Maria Cipollaro & Silvio Menghini, 2021. "Sustainability and Natural Wines: An Exploratory Analysis on Consumers," Sustainability, MDPI, vol. 13(14), pages 1-13, July.
    3. Damien Chaney & Mourad Touzani & Karim Ben Slimane, 2017. "Marketing to the (new) generations: summary and perspectives," Post-Print hal-02047966, HAL.
    4. Gianluigi Gallenti & Stefania Troiano & Francesco Marangon & Paolo Bogoni & Barbara Campisi & Marta Cosmina, 2019. "Environmentally sustainable versus aesthetic values motivating millennials’ preferences for wine purchasing: evidence from an experimental analysis in Italy," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-16, December.
    5. Bruwer, Johan & Lesschaeve, Isabelle & Campbell, Benjamin L., 2012. "Consumption dynamics and demographics of Canadian wine consumers: Retailing insights from the tasting room channel," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 45-58.
    6. Irene (Eirini) Kamenidou & Aikaterini Stavrianea & Evangelia-Zoi Bara, 2020. "Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts," Sustainability, MDPI, vol. 12(6), pages 1-25, March.
    7. Eger, Ludvík & Komárková, Lenka & Egerová, Dana & MiÄ Ã­k, Michal, 2021. "The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    8. Qenani-Petrela, Eivis & Wolf, Marianne & Zuckerman, Brian, 2007. "Generational Differences in Wine Consumption," Journal of Food Distribution Research, Food Distribution Research Society, vol. 38(1), pages 1-9, March.
    9. Peter Tait & Caroline Saunders & Paul Dalziel & Paul Rutherford & Timothy Driver & Meike Guenther, 2020. "Comparing generational preferences for individual components of sustainability schemes in the Californian wine market," Applied Economics Letters, Taylor & Francis Journals, vol. 27(13), pages 1091-1095, June.
    10. repec:ucp:bkecon:9780226316529 is not listed on IDEAS
    11. Damien Chaney & Mourad Touzani & Karim Ben Slimane, 2017. "Marketing to the (new) generations: summary and perspectives," Post-Print hal-02541232, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Adrián Bifaretti & Enrique Pavan & Gabriela Grigioni, 2023. "Consumer Attitudes and Concerns about Beef Consumption in Argentina and Other South American Countries," Agriculture, MDPI, vol. 13(3), pages 1-21, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Benedikt M. Brand & Theresa Maria Rausch & Jannika Brandel, 2022. "The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z," Sustainability, MDPI, vol. 14(9), pages 1-28, May.
    2. Yuting Cui & Raphael Lissillour & Juraj Chebeň & Drahoslav Lančarič & Chunlin Duan, 2022. "The position of financial prudence, social influence, and environmental satisfaction in the sustainable consumption behavioural model: Cross‐market intergenerational investigation during the Covid‐19 ," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(4), pages 996-1020, July.
    3. Hazem Ali & Min Li & Yunhong Hao, 2021. "Purchasing Behavior of Organic Food among Chinese University Students," Sustainability, MDPI, vol. 13(10), pages 1-17, May.
    4. Jorge Vieira & Rui Frade & Raquel Ascenso & Inês Prates & Filipa Martinho, 2020. "Generation Z and Key-Factors on E-Commerce: A Study on the Portuguese Tourism Sector," Administrative Sciences, MDPI, vol. 10(4), pages 1-17, December.
    5. Irene (Eirini) Kamenidou & Aikaterini Stavrianea & Evangelia-Zoi Bara, 2020. "Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts," Sustainability, MDPI, vol. 12(6), pages 1-25, March.
    6. Cristina Gómez-Román & Maria Luisa Lima & Gloria Seoane & Mónica Alzate & Marcos Dono & José-Manuel Sabucedo, 2020. "Testing Common Knowledge: Are Northern Europeans and Millennials More Concerned about the Environment?," Sustainability, MDPI, vol. 13(1), pages 1-16, December.
    7. Sabina Lissitsa & Ofrit Kol, 2021. "Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention," Electronic Commerce Research, Springer, vol. 21(2), pages 545-570, June.
    8. Pavel Pelech, 2023. "Marketing Perspectives on Supply and Demand in the Sharing Economy: Who Are the Target Generations?," Central European Business Review, Prague University of Economics and Business, vol. 2023(3), pages 81-101.
    9. Ahsan Akbar & Saqib Ali & Muhammad Azeem Ahmad & Minhas Akbar & Muhammad Danish, 2019. "Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia," IJERPH, MDPI, vol. 16(20), pages 1-20, October.
    10. Emilian Dobrescu, 2023. "Modelling Generational Changes : USA as a Study Case," Journal for Economic Forecasting, Institute for Economic Forecasting, vol. 0(3), pages 17-39, October.
    11. Mirza Mohammad Didarul Alam & Nor Azila Mohd Noor, 2020. "The Relationship Between Service Quality, Corporate Image, and Customer Loyalty of Generation Y: An Application of S-O-R Paradigm in the Context of Superstores in Bangladesh," SAGE Open, , vol. 10(2), pages 21582440209, May.
    12. Jegatheesan Rajadurai & Wan Noordiana Wan Hanafi & Vathana Bathmanathan & Salina Daud & Nurnazurah Azami, 2021. "Developing nexus eco-purchasing behaviour index (NEPBI) for Malaysia by using partial least square analysis," Quality & Quantity: International Journal of Methodology, Springer, vol. 55(6), pages 2017-2039, December.
    13. Răducu Roberta, 2023. "Narrative of Technology Use from Older Media Generations in Romania," Culture. Society. Economy. Politics, Sciendo, vol. 3(1), pages 50-64, June.
    14. Muhammad Anshari & Munirah Ajeerah Arine & Norzaidah Nurhidayah & Hidayatul Aziyah & Md Hasnol Alwee Salleh, 2021. "Factors influencing individual in adopting eWallet," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(1), pages 10-23, March.
    15. Adriana Manolică & Andreea-Sînziana Guță & Teodora Roman & Lorin Mircea Dragăn, 2021. "Is Consumer Overchoice a Reason for Decision Paralysis?," Sustainability, MDPI, vol. 13(11), pages 1-16, May.
    16. Lissitsa, Sabina & Laor, Tal, 2021. "Baby Boomers, Generation X and Generation Y: Identifying generational differences in effects of personality traits in on-demand radio use," Technology in Society, Elsevier, vol. 64(C).
    17. Miguel Leiva-Brondo & Natalia Lajara-Camilleri & Anna Vidal-Meló & Alejandro Atarés & Cristina Lull, 2022. "Spanish University Students’ Awareness and Perception of Sustainable Development Goals and Sustainability Literacy," Sustainability, MDPI, vol. 14(8), pages 1-26, April.
    18. Constantinos Nicolaou, 2022. "Generations and Branded Content from and through the Internet and Social Media: Modern Communication Strategic Techniques and Practices for Brand Sustainability—The Greek Case Study of LACTA Chocolate," Sustainability, MDPI, vol. 15(1), pages 1-28, December.
    19. Mark Legg & Timothy Webb & Apostolos Ampountolas, 2022. "Marketing to the next generation of casino patrons," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(1), pages 89-101, March.
    20. Eger, Ludvík & Komárková, Lenka & Egerová, Dana & MiÄ Ã­k, Michal, 2021. "The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:5:p:3031-:d:764363. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.