To wine or not to wine: Profiling a wine enthusiast for a successful list

Jingxue Jessica Yuan, Sugato Chakravarty, Siu Ian So

Research output: Contribution to journalArticle

25 Scopus citations

Abstract

This paper examines wine consumers' personal involvement with wine. We use the notion of a Personal Involvement Inventory (PII) to segment wine consumers into wine enthusiasts (those highly involved with wine) and wine novices (those with limited personal involvement). Using a large and representative data set and employing a multivariate logistic regression framework, we find that a typical wine enthusiast can be classified as someone who has a strong personal preference in her wines, buys wine for pleasure, has a high level of knowledge on wines, and spends significant amounts of money in purchasing wines on a monthly basis. Our findings have important implications for wineries and other wine marketers and in the development of successful wine lists.

Original languageEnglish
Pages (from-to)62-79
Number of pages18
JournalJournal of Nutrition in Recipe & Menu Development
Volume3
Issue number3-4
DOIs
StatePublished - Nov 17 2005

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Keywords

  • Logistic regression
  • Personal involvement
  • Product involvement
  • Wine enthusiasts
  • Wine list

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