Customer value perception: Cross-generational preferences for wine

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Wiedmann, K.-P.; Behrens, S.; Klarmann, C.; Hennigs, N.: Customer value perception: Cross-generational preferences for wine. In: British Food Journal 116 (2014), Nr. 7, S. 1128-1142. DOI: https://doi.org/10.1108/BFJ-01-2013-0027

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Sum total of downloads: 339




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Abstract: 
Purpose-A deeper understanding of the key drivers of consumer wine perception is a major challenge in the domain of wine marketing. The purpose of this paper is to examine the various dimensions of customer-perceived value that lead the customers-in general and divided into different age groups-to choose and consume a certain wine. Design/methodology/approach-In the exploratory study context of examining value-related consumer attitudes and behavioural effects, the drivers and outcomes of wine consumption based on a cross-generation sample, PLS path modelling was considered for the empirical tests of our hypotheses. Findings-Though there exist differences between Generation X and Generation Y consumers, the empirical results are supportive of the hypothesized positive relations between financial, functional, individual and social perceptions that influence the desire for and the consumption of wine. Research limitations/implications-For future research, the findings presented in the paper support the importance of enlarging the size of the sample and collecting data in different countries to compare the results on an international level. Practical implications-Successful wine marketing strategies should focus on the customer’s subjective expectations and individual value perceptions by addressing the specific value aspects that are highly relevant for consumer loyalty. Originality/value-The study results are valuable for researchers, managers and marketers because they address the question of how to measure and forecast the perceived value with the greatest influence on consumers’ wine choices. © Emerald Group Publishing Limited.
License of this version: Es gilt deutsches Urheberrecht. Das Dokument darf zum eigenen Gebrauch kostenfrei genutzt, aber nicht im Internet bereitgestellt oder an Außenstehende weitergegeben werden. Dieser Beitrag ist aufgrund einer (DFG-geförderten) Allianz- bzw. Nationallizenz frei zugänglich.
Document Type: Article
Publishing status: publishedVersion
Issue Date: 2014
Appears in Collections:Wirtschaftswissenschaftliche Fakultät

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pos. country downloads
total perc.
1 image of flag of Germany Germany 75 22.12%
2 image of flag of United States United States 45 13.27%
3 image of flag of France France 24 7.08%
4 image of flag of Italy Italy 18 5.31%
5 image of flag of United Kingdom United Kingdom 15 4.42%
6 image of flag of India India 11 3.24%
7 image of flag of China China 11 3.24%
8 image of flag of Taiwan Taiwan 9 2.65%
9 image of flag of Australia Australia 9 2.65%
10 image of flag of Georgia Georgia 8 2.36%
    other countries 114 33.63%

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