Time for wine? Identifying differences in wine-drinking occasions for male and female wine consumers
This study examines the two important wine marketing variables of occasion and gender. The methodology includes in-depth qualitative interviews with 30 California wine consumers (15 men and 15 women) and an online quantitative survey with a representative sample of 305 California wine
consumers (155 men and 150 women). Results confirm that of the 22 occasions analyzed, there are 16 in which California men and women drink wine at similar frequency. Common gender motivations include drinking wine to enhance food, because they like the taste, and for relaxation. Differences
in motivation indicate that men are more interested in discussing the technical aspects of wine and exhibiting knowledge, whereas women want to relax and socialize with friends over wine. The results both support and provide new findings for the research literature, and point to future research
opportunities. In addition, implications for wine marketing are provided.
Keywords: consumer behavior; gender; occasions; wine
Document Type: Research Article
Affiliations: Wine Business and Management, School of Business and Economics,Sonoma State University, 1801 East Cotati BuildingRohnert Park,CA,94928, USA
Publication date: 01 July 2012
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