Purpose

The purpose of this paper is to investigate if differences exist between the four wine-consuming generations in wine purchasing behavior, the desirability of wine attributes when making a purchase decision and information sources used. It examines if generational market segmentation is an actionable and valuable strategy for the wine industry. Generation Z, Millennials, Generation X and Baby-Boomers are the four generations examined. This research also investigates if the generations behaved differently concerning wine consumption during the COVID-19 pandemic. Further, expectations concerning future wine purchasing behavior are examined.

Design/methodology/approach

An online survey was conducted between April 29, 2020 and May 7, 2020, with a sample size of 944 consumers from Western US States (California, Washington, Idaho, Oregon and Nevada). One-way analysis of variance technique and Chi-square tests were used to examine differences.

Findings

Segmentation by generation is appropriate when creating products, pricing, determining channels of distribution and creating messaging for a specific wine brand. The COVID-19 pandemic caused channel shifting that is expected to continue after the pandemic.

Originality/value

This is the second academic paper that examines differences in wine purchasing behavior between generations including Generation Z and the only study that examines the purchasing behavior changes and expectations for the future by generation concerning the COVID-19 pandemic.

Research limitations/implications

A national survey should be conducted to confirm that the results from the sample that was mostly from California and neighboring states reflect the national wine consumer in the USA.

Practical implications

The research identifies the products, prices, channels of distribution and messaging that are appropriate to target each generation.

中文翻译：

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美国西部按年龄划分的葡萄酒市场细分：COVID-19 大流行后的预期

目的

本文的目的是调查四代葡萄酒消费人群在葡萄酒购买行为方面是否存在差异、在做出购买决定时对葡萄酒属性的渴望程度以及所使用的信息来源。它检查了代际市场细分是否是葡萄酒行业可行且有价值的策略。Z 一代、千禧一代、X 一代和婴儿潮一代是所考察的四代人。这项研究还调查了在 COVID-19 大流行期间，几代人在葡萄酒消费方面的行为是否不同。此外，还检查了对未来葡萄酒购买行为的预期。

设计/方法/方法

一项在线调查于 2020 年 4 月 29 日至 2020 年 5 月 7 日期间进行，样本量为来自美国西部各州（加利福尼亚、华盛顿、爱达荷、俄勒冈和内华达）的 944 名消费者。使用单因素方差分析技术和卡方检验来检查差异。

发现

在为特定葡萄酒品牌创建产品、定价、确定分销渠道和创建消息传递时，按代划分是合适的。COVID-19 大流行导致渠道转移，预计在大流行之后将继续。

原创性/价值

这是第二篇研究包括 Z 一代在内的几代人之间葡萄酒购买行为差异的学术论文，也是唯一一项研究关于 COVID-19 大流行的代际购买行为变化和对未来的期望的研究。

研究限制/影响

应该进行一项全国性调查，以确认主要来自加利福尼亚州和邻近州的样本结果反映了美国的全国葡萄酒消费者。

实际影响

该研究确定了适合每一代人的产品、价格、分销渠道和信息传递。