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A Comparison of X, Y, and Boomer Generation Wine Consumers in California

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  • Wolf, Marianne McGarry
  • Carpenter, Scott
  • Qenani-Petrela, Eivis

Abstract

This research shows that the wine market in the California is segmented by age. The wine-consumption behavior of the California wine consumer differs between the Generation X consumer and those in Generation Y and Baby Boomers. There are differences in demographics, purchasing attitudes, and purchasing behaviors among wine consumers from different generations. The findings from this research demonstrate that it is increasingly important to develop marketing strategies that are segmented for the target wine consumer. Generation Y are young wine consumers who are especially important for the industry because they offer an opportunity for growth - these younger generations are developing tastes now that are likely to last as they age.

Suggested Citation

  • Wolf, Marianne McGarry & Carpenter, Scott & Qenani-Petrela, Eivis, 2005. "A Comparison of X, Y, and Boomer Generation Wine Consumers in California," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(1), pages 1-6, March.
    • Handle: RePEc:ags:jlofdr:26724
    DOI: 10.22004/ag.econ.26724
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    Cited by:

    1. Ivan Balenović & Svetlana Ignjatijević & Goran Stojanović & Jelena Vapa Tankosić & Nemanja Lekić & Olivera Milutinović & Aleksandar Gajić & Miloš Ivaniš & Jelena Bošković & Radivoj Prodanović & Nikola, 2021. "Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market," Agriculture, MDPI, vol. 11(11), pages 1-22, October.
    2. Ivana Pavlic & Matea Vukic, 2019. "Decision-Making Styles Of Generation Z Consumers In Croatia," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 28(1), pages 79-95, june.
    3. Raineau, Yann & Giraud-Héraud, Éric & Lecocq, Sébastien & Pérès, Stéphanie & Pons, Alexandre & Tempère, Sophie, 2023. "When health-related claims impact environmental demand: Results of experimental auctions with Bordeaux wine consumers," Ecological Economics, Elsevier, vol. 204(PA).
    4. Francesca Bassi & Fulvia Pennoni & Luca Rossetto, 2020. "The Italian market of sparkling wines: Latent variable models for brand positioning, customer loyalty, and transitions across brands' preferences," Agribusiness, John Wiley & Sons, Ltd., vol. 36(4), pages 542-567, October.

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    Keywords

    Consumer/Household Economics;

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