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Segmentation of Turkish Wine Consumers Based on Generational Cohorts: An Exploratory Study

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  • Arian Seyedimany

    (Department of Business Administration, Faculty of Business and Economics, Eastern Mediterranean University, Famagusta 99628, Cyprus)

  • Mehmet Haluk Koksal

    (Department of Business Administration, Faculty of Business and Economics, Eastern Mediterranean University, Famagusta 99628, Cyprus)

Abstract

The purpose of this study is to segment Turkish wine customers based on generational cohorts. It also explores the characteristics of the customers in each group based on wine attributes, information sources, wine consumption, purchase behaviour and socio-economic characteristics. The study’s data were collected from the listed mail addresses in some universities, institutes and company websites through a structured online questionnaire. The sample includes 708 respondents. After splitting consumers into three different generational cohorts based on the birth year (Baby Boomers, Generation X and Generation Y), the study clearly profiles the groups by employing principal component analysis, ANOVA and chi-square analyses. After splitting consumers into three groups based on generational cohorts, the study clearly identifies the differences between groups regarding wine attributes, information sources, purchasing and consumption and socio-demographic characteristics. Although there are many studies examining wine consumers in the literature from diverse countries, this is the first study investigating wine consumers based on generational cohorts in Turkey.

Suggested Citation

  • Arian Seyedimany & Mehmet Haluk Koksal, 2022. "Segmentation of Turkish Wine Consumers Based on Generational Cohorts: An Exploratory Study," Sustainability, MDPI, vol. 14(5), pages 1-16, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:5:p:3031-:d:764363
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    References listed on IDEAS

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    1. Qenani-Petrela, Eivis & Wolf, Marianne & Zuckerman, Brian, 2007. "Generational Differences in Wine Consumption," Journal of Food Distribution Research, Food Distribution Research Society, vol. 38(1), pages 1-9, March.
    2. Damien Chaney & Mourad Touzani & Karim Ben Slimane, 2017. "Marketing to the (new) generations: summary and perspectives," Post-Print hal-02047966, HAL.
    3. Gustavsen, Geir W. & Rickertsen, Kyrre, 2020. "Motivation for Drinking Wine," Journal of Wine Economics, Cambridge University Press, vol. 15(4), pages 378-385, November.
    4. Bruwer, Johan & Lesschaeve, Isabelle & Campbell, Benjamin L., 2012. "Consumption dynamics and demographics of Canadian wine consumers: Retailing insights from the tasting room channel," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 45-58.
    5. Sara Fabbrizzi & Veronica Alampi Sottini & Maria Cipollaro & Silvio Menghini, 2021. "Sustainability and Natural Wines: An Exploratory Analysis on Consumers," Sustainability, MDPI, vol. 13(14), pages 1-13, July.
    6. Peter Tait & Caroline Saunders & Paul Dalziel & Paul Rutherford & Timothy Driver & Meike Guenther, 2020. "Comparing generational preferences for individual components of sustainability schemes in the Californian wine market," Applied Economics Letters, Taylor & Francis Journals, vol. 27(13), pages 1091-1095, June.
    7. Irene (Eirini) Kamenidou & Aikaterini Stavrianea & Evangelia-Zoi Bara, 2020. "Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts," Sustainability, MDPI, vol. 12(6), pages 1-25, March.
    8. Gianluigi Gallenti & Stefania Troiano & Francesco Marangon & Paolo Bogoni & Barbara Campisi & Marta Cosmina, 2019. "Environmentally sustainable versus aesthetic values motivating millennials’ preferences for wine purchasing: evidence from an experimental analysis in Italy," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-16, December.
    9. repec:ucp:bkecon:9780226316529 is not listed on IDEAS
    10. Damien Chaney & Mourad Touzani & Karim Ben Slimane, 2017. "Marketing to the (new) generations: summary and perspectives," Post-Print hal-02541232, HAL.
    11. Eger, Ludvík & Komárková, Lenka & Egerová, Dana & MiÄ Ã­k, Michal, 2021. "The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
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