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https://hdl.handle.net/2440/75942
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Type: | Journal article |
Title: | Consumer behavior insights, consumption dynamics, and segmentation of the Japanese wine market |
Author: | Bruwer, Johan de Wet Buller, Courtney Jane |
Citation: | Journal of International Consumer Marketing, 2012; 24(5):338-355 |
Publisher: | Routledge |
Issue Date: | 2012 |
ISSN: | 0896-1530 1528-7068 |
School/Discipline: | School of Agriculture, Food and Wine |
Statement of Responsibility: | Johan Bruwer and Courtney Buller |
Abstract: | This exploratory study provides insights into the consumer behavior characteristics and consumption dynamics of Japanese wine consumers, explores the validity of existing generic consumer segmentation of the Japanese market, and considers its suitability to predict wine-purchasing behavior. The importance of product choice factors used in the wine-buying decision-making process is determined, with taste, style, color, price, and recommendations from friends forming the top five. The Japanese consumers’ preference for country-of-origin (COO) wine brands is shown to differ considerably, depending on the consumption situation and level of perceived social risk. Whereas consumers are overall more COO brand loyal to Old World produced wines, women favor wines from NewWorld wine countries. Finally, information generated from the study shows similarities to existing Japanese consumer market segmentation. |
Keywords: | Consumer dynamics; wine consumption, Japan; country of origin; COO; segmentation; wine |
Rights: | Copyright © Taylor & Francis Group, LLC |
DOI: | 10.1080/08961530.2012.741478 |
Appears in Collections: | Agriculture, Food and Wine publications |
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