IDEAS home Printed from https://ideas.repec.org/a/wly/agribz/v22y2006i3p307-322.html
   My bibliography  Save this article

Market segment analysis to target young adult wine drinkers

Author

Listed:
  • Elizabeth C. Thach

    (School of Business and Economics, Sonoma State University, 1801 E. Cotati Ave., Rohnert Park, CA 94928)

  • Janeen E. Olsen

    (School of Business and Economics, Sonoma State University, 1801 E. Cotati Ave., Rohnert Park, CA 94928)

Abstract

Consumer segmentation in the wine industry takes on many forms: demographic, geographic, behavioral, and others. In the United States, one of the most promising new demographic segments is the Millennial or Echo Boomer segment, which is being targeted by many consumer industries due to its size and buying power. For the wine industry, this group currently fits the legal drinking age range of 21 to 28. This empirical study describes the perceptions and attitudes of 108 Millennials regarding wine and what the wine industry can do to better market to them in a responsible manner. Results indicate that there is a need for greater wine advertising to this group utilizing fun, social, and relaxed settings; more innovative packaging and labels; a focus on “value” wines; as well as taste enhancements and environmental emphasis. [EconLit citations: M310]. © 2006 Wiley Periodicals, Inc. Agribusiness 22: 307-322, 2006.

Suggested Citation

  • Elizabeth C. Thach & Janeen E. Olsen, 2006. "Market segment analysis to target young adult wine drinkers," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 307-322.
  • Handle: RePEc:wly:agribz:v:22:y:2006:i:3:p:307-322
    DOI: 10.1002/agr.20088
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1002/agr.20088
    File Function: Link to full text; subscription required
    Download Restriction: no

    Citations

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


    Cited by:

    1. repec:eee:joreco:v:19:y:2012:i:1:p:45-58 is not listed on IDEAS
    2. Villanueva, Emiliano C. & Castillo-Valero, Juan Sebastián & García-Cortijo, Mª Carmen, 2015. "Who is Drinking Wine in the United States? The Demographic and Socio-Economic Profile of U.S. Wine Consumers (1972-2012)," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 18(4).
    3. repec:eee:joreco:v:20:y:2013:i:3:p:349-357 is not listed on IDEAS
    4. Woods, Timothy A. & Deng, Xueting & Nogueira, Lia & Yang, Shang-Ho, 2015. "Local Wine Expenditure Determinants in the Northern Appalachian States," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(2), July.
    5. Salois, Matthew J. & Reilly, Amber, 2014. "Millennial Parents and the Effectiveness of Generic Advertising for 100% Orange Juice," 2014 Annual Meeting, February 1-4, 2014, Dallas, Texas 162592, Southern Agricultural Economics Association.

    More about this item

    Statistics

    Access and download statistics

    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:wly:agribz:v:22:y:2006:i:3:p:307-322. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Wiley-Blackwell Digital Licensing) or (Christopher F. Baum). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297 .

    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.

    We have no references for this item. You can help adding them by using 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.