Wine consumers information search: Gender differences and implications for the hospitality industry

Abstract

Marketing has always looked for new ways to sell consumer products or enhance loyalty, and in this consumer-driven economy, it is important to look for effective ways to market products. This study examines the relationship of market segmentation and consumer characteristics, in particular, product knowledge and gender differences during purchase decisions. By segmenting consumers in this manner, it is possible to better understand their concerns and motivations, which should aid wine producers and those in the hospitality industry, such as restaurants, and retailers in directing their marketing and advertising efforts. Using wine as the product for this study, the results indicate that men have greater actual and self-assessed wine knowledge compared with women. Yet, men use limited sources of information during purchase situations; thus, with the proper staff training and target marketing strategies, market share and brand loyalty could increase by focusing on men as wine consumers. © 2009, SAGE Publications. All rights reserved.