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Wine choice criteria: The influence of wine bottle optic and taste in Gen Z wine consumers

  • Young wine consumers are becoming increasingly important for the wine industry, but also represent a challenge for wine businesses as their consumer behavior and attitude towards wine differs from other generations. This relative new group of wine consumers shows a comparatively low level of wine knowledge, while focusing wine choice criteria rather on different attributes, namely wine bottle optics, including label and bottle optic in general. Being aware of wine consumers choice criteria and its implications is crucial for wine marketers to successfully attract their potential customers. The presented thesis uses grounded theory to determine how the choice criteria of wine bottle optic influences the choice criteria of taste, in Gen Z wine consumers. For this purpose, a group of ten Gen Z wine consumers took part in a qualitative experiment, including pre- and post-test interviews, to determine attitude and behavior of participants concerning the wine choice criteria of taste and wine bottle optic. The findings of the study suggest that the choice criteria of wine bottle optic can overrule the importance of the wines actual taste in the decision process of wines. Furthermore, insights into the participants awareness of their own choice criteria, the influence of cognitive dissonance on the topic, as well as general attitude towards wine, such as the low level of knowledge and the preference for wine consumption in social context, could be generated.

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Author:Nina Lea Blessing
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Release Date:2022/09/05
Tag:Consumer behavior; Marketing; Wine marketing
Degree Program:BMP - Business Management and Psychology
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt