Identifying the Characteristics and Behavior
of Advocate Segments in New Wine Regions
Natalia Kolyesnikova
Tim Dodd
Dale Duhan
Texas Tech University,
Lubbock, Texas, USA
Texas Tech University
Rawls College of Business & Texas Wine Marketing Research Institute
Introduction
The current study is an initial attempt to
examine
i llocall residents’
id t ’ attitudes
ttit d ttowards
d
local wines in an emerging wine region
Some wine industries depend largely on
local residents’ loyalty
y y
Example: 95% of wine produced in Texas
is sold and cons
consumed
med within
ithin the state
Texas Tech University
Rawls College of Business & Texas Wine Marketing Research Institute
Purpose of the Study
to examine local residents’ attitudes towards local
wines in an emerging wine region
to segment the developing wine market into
distinct market segments based on their attitudes
towards regional wines
to provide socio-demographic and wine
consumption profiles for each segment
to examine any potential differences between the
segments
Texas Tech University
Rawls College of Business & Texas Wine Marketing Research Institute
Sample and Procedures
Telephone survey of US households
Qualified subjects were
• 21 years of age and older
• consumed wine
• had
h d consumed
d wine
i within
ithi th
the pastt 12 months
th
14,821 random telephone calls made
5,650 respondents reached
923 qualifying participants
54% agreed to participate
The final sample consisted of 502
competed
p
interviews
Texas Tech University
Rawls College of Business & Texas Wine Marketing Research Institute
Measures
Assessment of local wines
“Texas
Texas wines are”
of good value
good quality
well-known
appropriately priced
better than expected
widely available
not advertised enough (reverse-coded)
1 (strongly disagree); 5 (strongly agree)
Recommendation of local wines
“How likely are you to recommend Texas wines to others?”
1 (very unlikely); 5 (very likely)
Rating of quality of local wines
“Please rate the quality of Texas wines”
1 (poor
(
quality);
lit ) 5 (excellent
(
ll t quality)
lit )
Texas Tech University
Rawls College of Business & Texas Wine Marketing Research Institute
Results
5.00
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
assessment of regional
w ines
w ould recom mend to
others
rating of quality
l
local
l enthusiasts
h i
4 11
4.11
4 62
4.62
4 43
4.43
local detractors
2.50
1.40
1.88
local advocates
3.26
3.46
2.93
local non-advocates
3.53
2.09
3.67
Texas Tech University
Rawls College of Business & Texas Wine Marketing Research Institute
Socio-demographic profile of clusters
Texas Tech University
Rawls College of Business & Texas Wine Marketing Research Institute
Wine consumption profile of clusters
Texas Tech University
Rawls College of Business & Texas Wine Marketing Research Institute
Discussion
“Enthusiasts”
enthusiastic about local wine
purchase local wines on a regular basis
especially interested in blush/rose and sweeter wines
the local wine industry
y should capitalize
p
on this segment
g
“Detractors”
income levels substantially higher
consume imported wines
probably are image conscious with respect to brands
local p
products are likely
y to be seen as less of a fit with their social
image
Texas Tech University
Rawls College of Business & Texas Wine Marketing Research Institute
Discussion (cont.)
“Advocates”
larger portion of minority groups
consume wine less frequently,
frequently but prefer red over white and blush
consumption of Texas wine is relatively infrequent, but perception of
quality is relatively high
the majority of this group (61.3%) purchased Texas wine in the past
12 months
th
are willing to recommend Texas wines to others
“N -Advocates”
“Non“Non
Ad
t ”
consume wine least frequently
consumption of Texas wine is relatively infrequent, but perception of
quality is relatively high
the majority of this group (54.4%) did not purchase Texas wine in the
past 12 months
are not willing to recommend Texas wines to others
Texas Tech University
Rawls College of Business & Texas Wine Marketing Research Institute
Limitations & Future Research
The study investigated just one new wine region
Additional investigations of other regions of the US
and other countries would be useful to help
determine some generalizable results
Some interesting aspects regarding the propensity
to recommend and an analysis of the antecedents
to recommend could be important outcomes
Texas Tech University
Rawls College of Business & Texas Wine Marketing Research Institute