generations x and y - great wine capitals · compensated wine tour. the english ads were targeted...

GREAT WINE CAPITALS STUDENT GRANT RESEARCH

GENERATIONS X AND Y:

UNDERSTANDING PERCEPTIONS OF WINE AND CELLAR DOOR EXPERIENCES AS A MEANS TO MOTIVATE AND EDUCATE

NAME: CARLA PAULA OLIVEIRA SILVA MINHO UNIVERSITY BRAGA, PORTUGAL OCTOBER 2009 EMAIL: [email protected]

CARLA SILVA10/2009

GREAT WINE CAPITALS RESEARCH – GEN. Y AND X PERCEPTIONS OF WINE & CELLAR DOOR VISITS

2

Acknowledgments: This project was carried out during one of my most challenging life moments and for this reason there are many to thank for their valuable support. To name a few: Prof. Antonio Azevedo ‐ my mentor at Minho University; Rex Stults (Napa Vintners); Katherine Zimmer (Napa Chamber of Commerce); Municipal Council of Porto; IVDP – Port and Douro Wines Institute; participating wineries, my husband and family members.

CARLA SILVA10/2009


INDEX 1. Project Abstract .......................................................................................................................................... 4

3. Issue and goals ........................................................................................................................................... 4

4. Importance of the issue for professional stakeholders .............................................................................. 5

5. Importance of the issue for research on the wine‐making sector ............................................................. 5

6. Literature review ........................................................................................................................................ 5

7. Methodology and operational aspects ...................................................................................................... 7

MAIN FINDINGS

→ NAPA REGION ............................................................................................................................................... 13

→ DOURO REGION ............................................................................................................................................ 68

REFERENCES……………………………………………………………………………………………………………………………………………………129 ADDENDUM

Facebook Advertisements ........................................................................................................................... 131

Blogs (Napa and Douro)............................................................................................................................... 132

CARLA SILVA10/2009


4

1. Project Abstract

The wine industry has become increasingly competitive with a known surplus of wine on the global

market. Many studies have concentrated their efforts on meeting the needs of the existing Baby

Boomer population, aged between 44 and 65. However, to ensure sustainability, it is crucial that

wineries with cellar door services explore the perceptions of the future Generations X (born between

1965 and 1977) and Y (born between 1977 and 1994. In this study 1988, and not 1994, is the year

taken into consideration given that 21 is the legal drinking age in some countries and states), due to

their segment size and buying power. The purpose of this study is to understand these market

segments’ perceptions on wine, determine their demographic and psychographic profiles, using

social networking platforms, and conduct cellar tour visits in both an old and a new wine country, in

order to determine their expectations and satisfaction with the cellar tour visit. The educational

factor is also a key issue in determining the importance of knowledge in helping young adults adopt

moderate wine consumption lifestyles.

2. KEY WORDS

Generation X, Generation Y, Wine Perceptions, Cellar door, Wine Tourism

3. ISSUE AND GOALS

The issue at hand is to determine if the individual has been introduced to wine in a cellar door setting

and determine what his or her expectations are regarding these visits. In addition, the study will

determine what the differing Generations’ (X and Y) perceptions are of wine, the wine industries

communicational activities and evaluate their satisfaction level of cellar door visits. Non‐adopters are

also object of this study and the aim would be to introduce them to their first cellar visit. The

influence of the educational factor and its role in altering perceptions is also a key research question

in this study.

CARLA SILVA10/2009


5

4. IMPORTANCE OF THE ISSUE FOR PROFESSIONAL STAKEHOLDERS

By understanding the segments’ characteristics (demographic and psychographic), their perceptions

of informational sources (advertising and other communications medium) and experiential factors

(environment, services, staff, wine and activities), stakeholders (distributors, wine retailers etc.) will

be able to apply strategies that will:

→ Improve their marketing / sales efforts more efficiently and effectively;

→ Improve customer relationships by defining the best means (online, direct marketing) and

platform for communication (i.e. website, social networking etc.);

→ Define messages to be communicated allowing for a change in the current mindset on

alcohol, shifting it from a spirits and beer consumption pattern to a more educated view on

wine.

5. IMPORTANCE OF THE ISSUE FOR RESEARCH ON THE WINE‐MAKING SECTOR

The whole experiential tour at the winery is an important sensory factor to these market segments

(Sheahan, 2005). For this reason the study will provide the cellar door with the following results:

→ An assessment of all the activities provided during the visit;

→ Wine perceptions (wine quality and price);

→ How education can be incorporated into the visit in order for it to alter perceptions and

foster responsible attitudes.

Thereby the cellar door will be able to improve its services, communication activities and products to

meet the expectations of these generations, within a socially responsible scenario.

6. LITERATURE REVIEW

Wine tourism is seen as a strategy for encouraging growth in consumption amongst new markets

(Treloar, 2004) yet most of the marketing activities of the wine industry are aimed at an older

generation (Thach, E. et al, 2006). Winery visitation is increasingly significant to both the wine and

tourism sectors (Treloar et al, 2004) and aids in ensuring sustainability.

Generations X and Y require “a different focus from those who staff the cellar door”. The older visitor

leaves the winery more satisfied than the younger informant (Charter, S. and Fountain, J., 2006).

Whilst the former values the quality of the product, younger visitors (Generation X and Y) are far

more multisensorial (Sheahan, 2005), giving attention to the overall service experiences.

CARLA SILVA10/2009


6

Education is also a crucial factor. The majority of young drinkers consume predominantly beer and

spirits (Treloar, 2004). One of the reasons is the lack of wine industry communications aimed at these

segments. Education is not only considered a new way to sell wine (Arnold, E. 2006), with Generation

X valuing the presence of well‐trained and knowledgeable staff (Treloar, 2002), but may be a factor in

altering the general perceptions held by Generation Y regarding wine (Thach, E.; Olsen, J; 2006) and

alcohol consumption.

“Take your friends for the ride ‐ Whether you're into it or not, wine forces you to think outside the box, bust open your walls and learn about the world. If you let it, it can take you on a mad adventure to different regions, states, countries, back in time and peering into the future. Even if you just start by ditching your local and adventuring into specialist bottle shops, it's all part of the thirst for knowledge and, wine or not, your friends are sure to enjoy the ride.” “Chill ‐ I'm not talking about the wine, it's about attitude. Wine is there; it's great, it's fabulous, the centrepiece for great nights out and often the only common denominator to loosen a stiff and knotty situation, but it’s part of something bigger. There're times it seems it's the only thing in the world, but that's just not possible without the rest of the world surrounding it now is it? Love your wine sure; just make sure you enjoy it in the big picture.” FROST, A. Learning to Love Wine, WineXMagazine Online http://www.winexmagazine.com/index.php/wine/viewdrink/learning‐to‐love‐wine/

CARLA SILVA10/2009


7

7. METHODOLOGY AND OPERATIONAL ASPECTS

The research was conducted in two different wine regions – a new world (Napa Valley) and an old

world wine region (Douro Valley). Before delving into the research aspects of this study it is

necessary to understand the importance of each wine region and who their main visitors are.

7.1 NAPA WINE REGION

Napa County has a history in grape growing which dates back to 1838‐1839, when George Yount

planted the first vines in the region. The first wine produced is documented mid‐1840.

Although Napa Valley produces a mere four percent of California's total wine production it has an

economic impact in the U.S. economy nearing 34%, equal to $42.4 billion. Providing nearly 40

thousand jobs, directly and indirectly, the wine and vineyard sector is the county’s largest employer. 1

According to a Napa County Visitor Profile study2, most tourism to Napa County is comprised of

domestic visitors (92,5 percent) , with close to half coming from the state of California and the rest

from across the country. Those aged 45 and above account for 60.8 percent of all visitors.3 This

market is more educated, mature in age and in the study more than half the respondents reported a

household income of $100 thousand or more.2

7.2 DOURO WINE REGION

The Douro wine region is located up stream from Porto, the second largest city located in the

northern region of Portugal. The region is primarily associated with Port wine production, however it

also produces a significant amount of table wines.

Archaeological evidence for winemaking dates back to the 3rd and 4th centuries AC. Although from

mid‐12th century winemaking in the region was common, it was only until the 17th century that the

region’s vineyards expanded and the earliest known mention of Port wine is registered.

According to data from the Port Wine Institute (IVDP) 7,9 million litre bottles of Port Wine were sold

between January and October 2007 which represent an economic value of 308 million euros. 3

The Douro wine region is classified as World Heritage, by UNESCO, and was recently ranked 7th in

the new National Geographic Society listing of 133 sustainable tourism destinations.

1 STONEBRIDGE RESEARCH REPORT Economic Impact of the Napa Valley Wine Industry, October 2008 2 Napa County Visitor Profile Study & Napa County Economic Impact Study, March 2006

3 http://www.espigueiro.pt/noticias/a5bad363fc47f424ddf5091c8471480a.html

CARLA SILVA10/2009


8

It was a travel and stay‐over destination for over 240 thousand visitors, in 2007, of which the

majority comprised of couples aged 50 to 65, with a purchasing power exceeding 210€/daily. This

market segment travels frequently in search for comfort and first class treatment. 4

7.3 RESEARCH

Research was conducted in two different phases, using both quantitative and qualitative methods to

collect information.

7.3.1 Online Survey

A survey, in both Portuguese and English, was placed online using various social networking sites

over a 4‐week period, between the end of August and September 2009. The internet was considered

the best means of communication, given that both generations are internet proficient (Pew Research

Center, 2009) and owing to certain resource and time constraints.

The survey comprised of three parts (see Figure 1), 42 questions, open and close‐ended. The first

part of the survey focused on visitor characteristics, the second, communications activities and the

third, the experiential mix relating to the respondents expectation level upon visiting a winery.

The social networking sites selected for the research were: Facebook, Hi5 and Linkedin. In addition,

an advertisement, in both Portuguese and English, was placed online using the service Google

Adwords. After a week’s period and a cost‐benefit analysis only the Facebook advertisements were

left running.

Four advertisements ran on Facebook for a 4 week period ‐ two in Portuguese, for wine consumers

and non‐adopters, and two in English (see Addendum). The advertisements generated 1,138 clicks

and over 5 million impressions. Once an ad was clicked on, the viewer would be redirected to a blog

page (see Addendum) with a link to the survey and information on how to participate in a

compensated wine tour. The English ads were targeted mainly at residents in the San Francisco

region, whilst the Portuguese ads were targeted mainly at residents within the Porto district, aged

between 21 and 44. The results for Napa Valley and Douro Region were 230 and 203 respondents

respectively. 5

4 O Enoturismo como factor de desenvolvimento e internacionalização de um território, Jorge Dias, IVDP 5 The sample, however, is variable given that some questions were not mandatory and a few respondents did not complete the survey.

CARLA SILVA10/2009


9

7.3.2 Winery Tour Visits

The second stage of the research comprised of visits to two wineries in each wine region. The visits

were conducted as a group tour during the month of September. Voluntary participants were from

both Generations Y and X and included wine consumers as well as non‐adopters.

A total of 16 participants visited the Douro region, whilst 12 visited the Napa winery region. The

wineries were informed of these visits for varying reasons. Essentially, most wineries require

bookings for group visits. However not much information was passed onto the tour guide and the

visit treated as normal.

7.3.2.1 Survey

A survey was created to evaluate the provision of service at the cellar door and the participants’ level

of satisfaction concerning each quality indicator (from Lovelock et al., 2001; Tourism NSW, 2003a,b,c;

Winemakers’ Federation of Australia, 2003a,b,c; Winter, 20036). At the Douro each individual was

provided with an exit questionnaire which was self completed. On the other hand, the Napa Valley

participants completed the same survey via online after the cellar tour experiences. The quality

indicators are those referenced in the experiential mix (part three of Figure 1).

7.3.2.2 Telephone and recorded interviews

Following the winery visits, telephone interviews were carried out to better evaluate the experience

and level of satisfaction of the participants’ involved in the Napa winery tours. For the Douro region,

the participants were interviewed on a personal, one‐on‐one basis on location. In an informal

conversation each individual was requested to identify the positive and negative aspects of each

winery visit.

6 GRIFFIN, T.; LOERSCH, A, (2006) The determinants of quality experiences in an emerging wine region, Global Wine Tourism: Research, Management and Marketing, pp. 80 ‐ 91

CARLA SILVA10/2009


10

7

Figure 1

Causal Model based partially on Hall, C. et al (2000), Wine tourism around the world: development, management and markets, Figure 7.1, P. 143.


1. VISITOR CHARACTERISTICS Demographics

→ Age → Income → Gender → Education

Psychographic and behavioural characteristics

→ Lifestyles → Drinking & Driving → Wine Knowledge → Frequency of wine

consumption → Wine Involvement

2. COMMUNICATIONS ACTIVITIESExternal to the winery

→ Word‐of‐mouth → Media

_Advertising _Public relations

→ Direct Marketing → Web site/CRM → Signs/outdoor

Wine Elements ‐ Label/Branding

→ Label Attractiveness (design)

3. EXPERIENTIAL MIX 7 Exterior attributes

→ Location → Landscape/Settings

Interior attributes → Clean → Uncluttered → Visual Appeal → Comfortable and enjoyable

Service attributes → Service → Ability to talk to wine maker → Informative/educational → Restaurant/coffee shop

Staff attributes → Friendly and welcoming → Professional and knowledgeable → Understand visitor needs → Provide individual attention

Wine attributes → Quality → Variety → Price

Convenience Attributes → Signage → Adequate Car Parking → Opening Times → Tasting notes → Price list → Mailing list

4. PERCEPTIONS & BELIEFS→ Attitude toward the wine brand → Intention to visit the cellar → Wine purchase intention → Probability to recommend the experience

OUTCOMES FOR WINERIES→ Number of winery visitors → Purchasers of wine / accessories → Marketing information → Future relationships with the

winery → New attitudes towards winery

CARLA SILVA10/2009


MAIN FINDINGS

CARLA SILVA10/2009


12

1. V

ISITOR CHARACTERISTICS

1. Visitor characteristics

1.1. Demographic ∙ Age ∙ Income ∙ Gender ∙ Education

1.2. Psychographic and behavioural characteristics ∙ Lifestyles ∙ Drinking & Driving ∙ Wine Knowledge ∙ Frequency of wine consumption ∙ Wine Involvement

NAPA

CARLA SILVA10/2009


13

→ NAPA REGION

1. VISITOR CHARACTERISTICS – GENERATIONS Y AND X

1.1. DEMOGRAPHICS According to the US Census for September 2009, the population of the United States, for

Generation Y (ages 21 to 33) totals 54 million, and for Generation X (ages 34 to 44) 45 million.

To determine a sample size for Generation Y at a confidence level of 95% and a confidence

interval of 8 the result is 150. Likewise, for Generation X, with a confidence level of 95% and a

confidence interval of 11 the sample size result is 79.

1.1.1. What year were you born?

The statistic mean for Generation X is 6.73 (equivalent to the year 1971 = 38 years of age), and

for Generation Y is 19.90 (equivalent to the year 1984 = 25 years of age). The total number of

respondents for this question were 78 and 146, pertaining to Generations X and Y respectively.

Reason for this sample generation discrepancy may be the high involvement Generation Y has

with social networking sites such as Facebook.

CARLA SILVA10/2009


14

# Answer Response X % Response Y %

1 1965 7 9% 0 0%

2 1966 5 6% 0 0%

3 1967 5 6% 0 0%

4 1968 5 6% 0 0%

5 1969 10 13% 0 0%

6 1970 5 6% 0 0%

7 1971 6 8% 0 0%

8 1972 5 6% 0 0%

9 1973 8 10% 0 0%

10 1974 8 10% 0 0%

11 1975 9 12% 0 0%

12 1976 5 6% 0 0%

13 1977 0 0% 8 5%

14 1978 0 0% 11 8%

15 1979 0 0% 8 5%

16 1980 0 0% 4 3%

17 1981 0 0% 4 3%

18 1982 0 0% 10 7%

19 1983 0 0% 8 5%

20 1984 0 0% 12 8%

21 1985 0 0% 16 11%

22 1986 0 0% 21 14%

23 1987 0 0% 31 21%

24 1988 0 0% 13 9%

Total 78 100% 146 100%

1.1.2. What is your gender?

In both generations the number of female respondents is greater (Gen Y=69%; Gen X= 56%),

compared to the male counterpart (31% and 44% respectively). This may suggest that the

female gender is more attracted to wine, as has been concluded by other studies.

CARLA SILVA10/2009


15


1 male 34 44% 45 31%

2 female 44 56% 101 69%

Total 78 100% 146 100%

1.1.3. City of residence?

The majority of the respondents were from California, residing in or in close proximity to the

San Francisco district.

1.1.4. What is your current marital status?

Generation Y is predominantly single, and never married (69%). In comparison, the Generation

X sample shows a 46% “married” response rate followed by 27% of “singles”.

1.1.5. What is your current religion?

The majority of respondents for both generations classified their religion as “Other”. “None”,

“Christian”, “Not Religious” and “Agnostic” were the most common responses. This question


1 Single, never married

21 27% 101 69%

2 Married 36 46% 27 18%

3 Divorced 13 17% 5 3%

4 Widowed 1 1% 0 0%

5 Living w/ partner 7 9% 13 9%

Total 78 100% 146 100%

CARLA SILVA10/2009


16

served to determine if there were any respondents influenced by their religion in the

prohibition of alcohol consumption. As is evident this was not the case.

1.1.6. How important is your faith/religion to you?

# Answer Response % Response %

1 Roman Catholic 11 14% 34 23%

2 Jewish 2 3% 3 2%

3 Protestant (religion allows drinking of alcoholic beverages) 9 12% 25 17%

4 Protestant (religion does not allow drinking) 0 0% 0 0%

5 Other 56 72% 84 58%

Total 78 100% 146 100%

CARLA SILVA10/2009


17


1 Very Important 21 27% 41 28%

2 Moderately important 16 21% 33 23%

3 Mildly important 21 27% 32 22%

4 Not important 20 26% 40 27%

Total 78 100% 146 100%

1.1.7. What is the highest level of education you have completed?

Both generations presented a similar Mean at 3.85, for Generation X, and 3.71 for

Generation Y, indicating that the majority (51%) have completed a college degree and have a

higher education.


1 Less than High School 1 1% 0 0%

2 High School / GED 7 9% 6 4%

3 Some College 15 19% 50 34%

4 College Degree 40 51% 74 51%

5 Master's Degree 12 15% 12 8%

6 Doctoral Degree 1 1% 1 1%

7 Professional Degree / Certificate (JD, MD) 2 3% 2 1%

Total 78 100% 145 100%

CARLA SILVA10/2009


18

1.2. PSYCHOGRAPHIC AND BEHAVIOURAL CHARACTERISTICS

1.2.1. What is your current employment situation?

Most Generation X’ers and Millennials (another term for Generation Y) are employed full‐

time (60% and 45% respectively.) Full‐time Millennial student’s (15%) and student’s with

part‐time job’s (17%), in conjunction, total 32% of the population.

1.2.2. What is your approximate monthly income (allowance if you are a student and

unemployed) range?

With a mean of 5.79, Generation X earns a higher income ($3501‐$4000) than Generation Y

with a mean value of 3.06 ($2001‐$2500). 59% of Millennials earn an income of less than

$2000, whilst 27% of Generation X earns more than $6000.


1 Full‐time student 3 4% 22 15%

2 Student with part‐time job 3 4% 24 17%

3 Part‐time job 7 9% 13 9%

4 Employed Full‐time 47 60% 65 45%

5 Unemployed 18 23% 21 14%

Total 78 100% 145 100%

CARLA SILVA10/2009


19


1 Below $1000 7 9% 47 33%

2 $1001‐$2000 7 9% 37 26%

3 $2001‐$2500 4 5% 14 10%

4 $2501‐$3000 4 5% 13 9%

5 $3001‐$3500 9 12% 11 8%

6 $3501‐$4000 11 15% 6 4%

7 $4001‐$5000 10 13% 3 2%

8 $5000‐$6000 3 4% 3 2%

9 More than $6000 20 27% 10 7%

Total 75 100% 144 100%

1.2.3. What activities are your favourite past‐times (hobbies)?

To determine lifestyle’s, respondents were asked to evaluate and identify their favourite

hobbies. The graph below represents actual number of times the activity was chosen and is

not indicative of percentage or number of respondents.

All activities show a significant value with little discrepancies amongst each.

An important observation is that “eating out and socializing” received the highest score for

both generations, followed by “internet”. 8 Concerning the internet, sites such as Facebook

and Google were those most mentioned.

8 A number of varying restaurants and bars were identified as favourites and the results can be consulted in the raw data file.

CARLA SILVA10/2009


20

# Question Responses X Responses Y

1 TV 46 106

2 Internet 58 122

3 Traveling 56 113

4 Eating out / socializing 61 126

5 Movies 51 110

6 Sports 41 81

7 Reading 52 101

1.2.4. What are your favourite social networking sites?

CARLA SILVA10/2009


21


1 Facebook 68 87% 139 96%

2 Twitter 7 9% 30 21%

3 Hi5 0 0% 5 3%

4 MySpace 13 17% 32 22%

5 Linkedin 19 24% 25 17%

6 Other 2 3% 6 4%

7 None. I do not go on social networking sites. 4 5% 2 1%

1.2.5. How often do you drink wine?

On a monthly basis Generation X consumes wine (11 times) approximately on three more

occasions in comparison to Generation Y (8 times).

1.2.6. Which of the following statements on wine do you believe to be true?

After an online analysis of the most common wine perceptions, 15 statements were drafted

to identify those most widely held by each generation. These statements are important for

strategic purposes allowing for an effective communications approach.

The “Other” attribute obtained the highest percentage, for Generations X and Y, with

comments relating to wines’ health benefits. Generation X also highlighted wines’ “high

alcohol content”.

Both Generations believe it is an “expensive” product and Generation Y referenced a

negative perception on “taste”.

A very important aspect is that a significant percentage of the sample for both generations

believes itself to be “uneducated in wine” and for this reason “feels uncomfortable

Statistics Value X Value Y

Total Responses 78 145

# Answer Average Value GEN X Average Value GEN Y

1 Times each DAY 0.45 0.14

2 Times each WEEK 2.55 1.80

3

Times every MONTH

10.77

7.50


CARLA SILVA10/2009


22

drinking it”. Thus the educational approach would prove to be an important strategy in

teaching an enjoyable and moderate wine consumption lifestyle.

# Answer Response X % X Response Y % Y

1 High Alcohol Content 9 24% 15 18%

2 Awful Taste 6 16% 16 19%

3 Expensive 8 21% 24 29%

4 Religious reasons inhibit be from drinking wine or more of it

1 3% 1 1%

5 Family does not consume wine, so I don’t have the habit 5 13% 11 13%

6 Have to drink wine from a glass, so I don’t like it 1 3% 1 1%

7 Packaging is outdated 0 0% 0 0%

8 It is snobby 2 5% 6 7%

9 I am uneducated in wine and therefore feel uncomfortable drinking it

8 21% 18 22%

10 Wine is fattening 4 11% 2 2%

11 Don’t believe it is the healthiest option 0 0% 4 5%

12 Friends don’t drink wine, so I don’t either 2 5% 8 10%

13 If I drink wine frequently, I am afraid I will become alcoholic

2 5% 3 4%

14 Wine is a status symbol 3 8% 19 23%

15 Other 12 32% 26 31%

CARLA SILVA10/2009


23

1.2.7. How would you classify your knowledge on wine?

76% of Generation Y believes to hold “below average” or” little to no knowledge” on wine in

comparison to Generation X at 59%.

On the other spectrum, those “knowledgeable” or “experts on wine” make up 41% of the

Generation X sample, whilst only half of Generation Y (25%) fall into these categories.


1 Know very little or nothing about wine 10 20% 26 25%

2 My knowledge on wine is below average 20 39% 53 51%

3 I consider myself knowledgeable on wine 20 39% 24 23%

4 I am a wine expert. 1 2% 0 0%

Total 51 100% 103 100%

Statistic Value X Value Y

Mean 2.24 1.98

Variance 0.62 0.49

Standard Deviation 0.79 0.70


CARLA SILVA10/2009


24

1.2.8. Indicate if you agree or not with each statement. (Drinking and Driving Ecoscale9)

Drinking & Driving is a motivational scale used in marketing to determine if it can

characterize young adults most likely to drink and drive. Its values are related to socially

responsible consumption.

A total of 15 items are rated from strongly disagree to strongly agree.

Generation Y’s mean score is 33 and Generation X is 29 – values below 45 which is the cut‐off

point for a socially responsible drinking behavior.

The following are the questions that comprise the scale:

9 Drinking and driving motivational tendencies to drink and drive [MTDD] (1987), Lastovicka, Murray, Joachimsthaler, Bhalla and Scheurich

Drinking and driving motivational tendencies to drink and drive [MTDD] (1987)

Lastovicka, Murray, Joachimsthaler, Bhalla and Scheurich

Questions

1 I frequently skipped classes in high school

2 I have been suspended from school for fighting on more than one occasion

3 Except for times when I was sick, I hardly ever missed a day of school

4 It seems that no matter what my friends do on a weekend, we almost always end up at a bar getting

smashed

5 A party wouldn’t be a party without some liquor

6 I have been drunk at least five times a month

7 Taking chances can be fun

8 I would like to drive a race car

9 I like to speed in my car

10 If someone gives me a hard enough time, I’ll punch him

11 It’s important for me to act and dress like I’m tough

12 There should be a gun in every home

13 My life appears to be coming apart at the seams

14 I feel like I am getting a raw deal out of life

15 Overall, I would say I am happy

CARLA SILVA10/2009


25

1.2.9. What alcoholic beverages do you drink, excluding wine?

Beer, followed by vodka, cocktails and scotch/whisky were the most predominant beverages

consumed by both Generations X and Y. A mention of “mixed drinks” is a term frequently

employed by Generation Y.

1.2.10. Have you ever visited a winery?

The majority of Generation X (67%) has visited a winery followed close behind by the

Millennials (56%).

1.2.11. If yes, please state which wineries.

In no order of preference, the wineries most mentioned by both generations are:

o Generation Y: Robert Mondavi, Kendall Jackson, Domaine Carneros and Domaine

Chandon;

o Generation X: Robert Mondavi, Sebastiani Vineyards & Winery, Chateau St Jean,

Roshambo Winery, Reynolds Family, Domaine Chandon, Ravenswood, Roederer

Estate.

# Answer Response X % Y Response Y % Y

1 Yes 34 67% 58 56%

2 No 17 33% 45 44%

Total 51 100% 103 100%

CARLA SILVA10/2009


26

1.2.12. In your opinion rate each of the following statements on how important you

consider each.

GENERATION X

# Question

Unim

portant

Of little

importance

Moderately

important

Important

Very

Important

Responses

Mean

1 Wine promotes longevity. Wine drinkers have a 34 percent lower mortality rate than beer or spirits drinkers.

4 9 19 11 8 51 3.20

2

Wine reduces heart‐attack risk. Moderate drinkers suffering from high blood pressure are 30 percent less likely to have a heart attack than nondrinkers.

3 5 18 18 7 51 3.41

3

New animal research finds that light to moderate drinking releases pleasure‐causing endorphins in the brain. Drinking wine thus makes you happier.

6 7 12 20 6 51 3.25

4 Wine has the most pronounced effect in boosting people’s memory, followed by chocolate and tea.

5 5 14 19 8 51 3.39

5 Heavy alcohol drinking can cause acute damage to the lining of the stomach to severe loss of intellectual functions.

3 3 7 16 22 51 4.00

6 Male heavy drinkers have a reduced sperm production which can ultimately lead to infertility.

6 7 9 13 16 51 3.51

7 Resveratrol in red wine protects body from excess food consumption.

3 6 14 15 13 51 3.57

8 Alcohol poisoning (excessive drinking) can cause death. 4 4 7 14 22 51 3.90

9 The growing of grapes, consumes CO2 through photosynthesis and thus has a positive effect on the global climate.

7 4 13 14 13 51 3.43

10 Hillside vineyards combat annual soil erosion and are a haven for a number of birds called urban adaptives.

5 5 14 13 14 51 3.51

11 There are social groups that come together to pair food and wine as well as guess the aroma and flavors of wine, which is great fun.

6 9 10 11 15 51 3.39

12 A study among Tuscan women discovered that one or two glassesa day of red wine allows them to enjoy a better sex life.

8 2 11 15 15 51 3.53

CARLA SILVA10/2009


27

GENERATION Y

# Question Unim

portant

Of little

importance

Moderately

important

Important

Very

Important

Responses

Mean


5 13 34 31 20 103 3.47

2

Wine reduces heart‐attack risk. Moderate drinkers suffering from high blood pressure are 30 percent less likely to have a heart attack than nondrinkers.

6 7 28 36 26 103 3.67

3


8 14 28 28 25 103 3.47


4 11 24 43 21 103 3.64


5 6 24 34 34 103 3.83


8 16 27 28 24 103 3.43

7 Resveratrol in red wine protects body from excess food consumption. 4 11 23 39 26 103 3.70



7 12 31 29 24 103 3.50


8 11 31 34 19 103 3.44

11 There are social groups that come together to pair food and wine as well as guess the aroma and flavors of wine, which is great fun.

10 12 26 36 19 103 3.41

12 A study among Tuscan women discovered that one or two glasses a day of red wine allows them to enjoy a better sex life.

8 9 23 36 26 102 3.62

CARLA SILVA10/2009


28

A total of 12 statements, frequently communicated by the media were collected and using a

5 point Likert scale were assessed by each sample group according to their level of

importance. The results were very similar amongst the generations.

The affirmations rating the highest mean scores were both negative in nature:

→ Heavy alcohol drinking can cause acute damage to the lining of the stomach to

severe loss of intellectual functions. (Mean score: 4.00 for Gen X and 3.83 for Gen Y)

→ Alcohol poisoning (excessive drinking) can cause death. (Mean score: 3.90 for Gen X

and 3.82 for Gen Y)

The positive statement with the highest mean scores was:

→ Resveratrol in red wine protects body from excess food consumption. (Mean score:

3.57 for Gen X and 3.70 for Gen Y)

The result could indicate the communication success rate of some of these risks and benefits

by the media. For example, resveratol is currently being sold in over‐the‐counter‐pills and

made news headlines in the recent past.

1.2.13. Which categories of wine do you regularly drink?

Over 80% of each generation prefers to consume red wine. Millennials prefer white by 62%

in comparison to Generation X at 55%. On the other hand, 18% of Generation X regularly

drinks rosé wine (compared to 17%, Generation Y) and 13% fortified wine (compared to 11%,

Generation Y).

CARLA SILVA10/2009


29

1.2.14. When you drink wine, how much, on average, do you usually drink at any one

time?

With a Mean score of 2.66 and 2.76, both generations mostly consume 1 to 2 glasses of wine

at any one time.


1 5 or more glasses of wine 2 3% 2 2%

2 3 or 4 wine glasses 18 29% 33 28%

3 1 or 2 wine glasses 41 66% 75 63%

4 less than a glass of wine 1 2% 9 8%

Total 62 100% 119 100%


Mean 2.66 2.76

Variance 0.33 0.37




1 Sparkling 17 27% 37 31%

2 White 34 55% 74 62%

3 Red 52 84% 97 82%

4 Rosé 11 18% 20 17%

5 Fortified (Port, Sherry etc.) 8 13% 13 11%

CARLA SILVA10/2009


30

1.2.15. When you buy a bottle of wine what is most important to you?

GENERATION X

# Question

Unim

portant

Of little

importance

Moderately

important

Important

Very

important

Responses

Mean

1 Promotional offer / Price 7 6 24 16 9 62 3.23

2 Grape Variety 3 11 17 23 8 62 3.35

3 Recommended by friend or family 2 7 22 18 13 62 3.53

4 Country of Origin 5 13 21 21 2 62 3.03

5 Region of Origin 6 13 23 18 2 62 2.95

6 Recommended by shop staff or shop leaflets 7 11 28 12 4 62 2.92

7 Packaging or label design 10 23 18 7 4 62 2.55

8 Recommended by wine guide books 9 21 17 13 2 62 2.65

9 Medal or award 8 11 17 19 7 62 3.10

10 Brand that you are familiar with 4 5 16 29 8 62 3.52

11 Alcohol Content 21 17 16 7 1 62 2.19

Both generations choose a wine based on “recommendation” and if the wine is “a familiar brand”.

These two attributes received the highest mean scores and may denote a lack of wine adventuring.

“Grape variety” was an important aspect to Generation X (mean score of 3.35) whilst Generation Y

ranked “promotional offer and price” in third place with a mean score of 3.50. Alcohol content rated

least for both populations.

CARLA SILVA10/2009


31

GENERATION Y

# Question

Unim

portant

Of little

importance

Moderately

important

Important

Very

important

Responses

Mean


2 Grape Variety 18 24 37 21 19 119 2.99



5 Region of Origin 20 20 44 22 13 119 2.90




9 Medal or award 17 24 38 30 10 119 2.93


11 Alcohol Content 30 32 31 17 9 119 2.52

CARLA SILVA10/2009


32

1.2.16. How much do you spend on average on a bottle of wine to drink at home?

The mean score for both generations places them in the 10$ to 15$ wine purchasing price category.

The significant difference is that 15% of Generation X spends over 25$ on a bottle of wine for home

consumption in comparison to 6% for Generation Y.


1 Below 3$ 1 2% 2 2%

2 3$ to 7$ 8 13% 11 9%

3 7$ to 10$ 9 15% 32 27%

4 10$ to 15$ 20 32% 33 28%

5 15$ to 25$ 15 24% 34 29%

6 over 25$ 9 15% 7 6%

Total 62 100% 119 100%


Mean 4.08 3.90

Variance 1.65 1.31



CARLA SILVA10/2009


33

1.2.17. Do you have a specific grape variety that you prefer?


1 Yes. 24 39% 28 24%

2 No 39 63% 92 77%

1.2.18. What sort of taste does or would your favourite wine have?

Both group populations mostly used the terms “sweet”, “semi‐sweet”, “red fruits”, “oaky”

and “fruity” to classify their favourite wine taste.

CARLA SILVA10/2009


34

1.2.19. Where do you most frequently consume wine?

Home is the primary location for wine consumption, for both generations. The minimal

percentage relating to “Other” refers to picnics, art openings and winery and casino visits.


1 Home 49 79% 95 80%

2 Bar/Pub/Disco 7 11% 17 14%

3 Restaurant 27 44% 68 57%

4 Friends Place 31 50% 61 51%

5 Other 3 5% 4 3%



CARLA SILVA10/2009


35

2. COMMUNICATIONS ACTIVITIES

2. Communications Activities

2.1. External to the winery ∙ Word‐of‐mouth ∙ Media

∙ Advertising ∙ Public relations

∙ Direct Marketing ∙ Web site/CRM ∙ Signs/outdoor

2.2. Wine Elements ∙ Label /Branding (label design)

NAPA

CARLA SILVA10/2009


36

2. COMMUNICATIONS ACTIVITIES – GENERATIONS Y AND X

2.1. EXTERNAL TO THE WINERY

2.1.1. Think about the first wine brand that comes to mind. How did you hear about it?

The primary source of information for both Generations X and Y is word‐of‐mouth, at 76%

and 64% respectively. Notwithstanding, given that Generation Y uses the internet frequently

for entertainment purposes as well as an information source, it comes as no surprise that a

significant 34% of this population comes into contact with wine brands through the online

medium.


1 Radio 2 4% 2 2%

2 TV 2 4% 4 4%

3 Online/Internet 10 20% 31 34%

4 Outdoor Advertising (Billboard, Bus Ad) 4 8% 6 7%

5 Word‐of‐mouth (friends, family, etc.) 37 76% 58 64%

6 Print Media (Magazines, Newspaper) 5 10% 7 8%



CARLA SILVA10/2009


37

2.2. WINE ELEMENTS

2.2.1 Rate the design of the following wine labels

1

2

3

4

5 6

7

8

9

10

CARLA SILVA10/2009


38

Rate the design of the following wine labels ‐ Generation X

Label Dislike a lot Dislike Neither like nor Dislike Like Like a lot Responses Mean

1 8 13 18 10 2 51 2.71

2 9 20 14 7 1 51 2.43

3 0 4 15 21 11 51 3.76

4 5 17 13 12 4 51 2.86

5 1 4 10 26 10 51 3.78

6 7 12 12 13 7 51 3.02

7 3 11 23 11 3 51 3.00

8 2 9 10 22 8 51 3.49

9 6 9 23 8 5 51 2.94

10 1 4 13 14 19 51 3.90

1

2

3

4

5

6

7

8

9

10

CARLA SILVA10/2009


39

Rate the design of the following wine labels ‐ Generation Y

Studies have shown that the appearance of a wine label is somewhat important when

consumers purchase a bottle of wine (Wolf and Thomas, 2007). In order to understand the

specific label characteristics desirable to consumers, the respondents were asked to rate,

according to attractiveness, 10 color wine labels on a 5 Likert scale from “Dislike a Lot” to

“Like a Lot”, followed by the first word that came to mind, in a comments column on the

survey. 10

Both generations presented similar results with labels numbers 10 and 5 representing the

highest scores and label 2 the lowest.

10 Comments can be viewed in the raw data file.


1 5 20 32 33 13 103 3.28

2 25 32 36 7 3 103 2.33

3 3 15 36 35 14 103 3.41

4 4 25 35 27 12 103 3.17

5 4 9 35 37 18 103 3.54

6 2 15 43 32 11 103 3.34

7 8 25 46 18 6 103 2.89

8 5 14 44 31 9 103 3.24

9 8 18 26 32 19 103 3.35

10 2 7 27 39 28 103 3.82

1

2

3

4

5

6

7

8

9

10

CARLA SILVA10/2009


40

3. EXPER

IENTA

L MIIX‐

EVALU

ATION OF WINER

Y VISIT EXPEC

TATIONS

3. Experiental Mix

‐ EVALUATION OF WINERY VISIT EXPECTATIONS

3.1. Exterior attributes ∙ Location ∙ Landscape/Settings

3.2. Interior attributes ∙ Clean ∙ Uncluttered ∙ Visual Appeal ∙ Comfortable and enjoyable

3.3. Service attributes ∙ Service ∙ Ability to talk to wine maker ∙ Informative/educational ∙ Restaurant/coffee shop

3.4. Staff attributes ∙ Friendly and welcoming ∙ Professional and knowledgeable ∙ Understand visitor needs ∙ Provide individual attention

3.5. Wine attributes ∙ Quality ∙ Variety ∙ Price

3.6. Convenience Attributes ∙ Signage ∙ Adequate Car Parking ∙ Opening Times ∙ Tasting notes ∙ Price list ∙ Mailing list

NAPA

CARLA SILVA10/2009


41

3. EXPERIENTAL MIX – EVALUATION OF WINERY VISIT EXPECTATIONS

An integral part of the online survey, comprising of 42 questions, is the evaluation of winery visit

expectations. A total of 23 winery quality indicators were selected, based on relevant literature

review (from Lovelock et al., 2001; Tourism NSW, 2003a,b,c; Winemakers’ Federation of

Australia, 2003a,b,c; Winter, 200311), and covered six dimensions: exterior, interior, service, staff,

wine and convenience attributes, with a 5 point Likert scale (where 1= Unimportant; 2=Of little

importance; 3= Moderately Important; 4=Important and 5=Very Important). These survey

questions are pertinent for the evaluation of the winery visits carried out in the second phase of

the study. The difference between the informants perception of the visit will lead to either their

satisfaction, if the performance exceeds expectations, or dissatisfaction, if performance falls

short. The latter is carried out in the next chapter – Experiential Mix (Winery Tours).

In the following table (Table 1) the expectations of the total sample of Generations X and Y were

evaluated by means of a mean comparison. Generation X presents a total of 51 respondents and

Generation Y, 101.

The analysis shows that Generation X is more demanding, with overall higher expectations, than

Generation Y, in that, Generation Y has 13 quality indicators of inferior value in comparison to

Generation X. Generation X held the highest expectations in relation to “staff” and “interior

attributes” of the winery/tasting room. “Friendly and welcoming staff” with an “understanding

for visitor needs”, as well as a “clean, comfortable and enjoyable” environment scored high.

Potential visitors from Generation X also demonstrated high expectations for the “quality of the

wine”. The lowest scores were attributed to the convenience dimension, with “ability to join

mailing list” at the bottom of the list.

Similar to Generation X, Generation Y also scored high on the “staff” and “interior attributes”,

with a peak value at “comfortable and enjoyable”.

Both generations have equal expectations on the exterior attribute “able to view surroundings”

as well as for the interior attribute “visually appealing”.

A noteworthy difference between both generations is the convenience attribute, “availability of

tasting notes”, as well as the wine attribute “reasonably priced”, with Generation Y valuing these

indicators to a larger degree.

11 Griffin, T., Loersch, A, The determinants of quality experiences in an emerging wine region, J. Carlsen & S. Charters (eds) (eds.), Global Wine Tourism: Research, Management and Marketing, pp. 80 ‐ 91

CARLA SILVA10/2009


42

Source of Quality Indicators: Griffin, T., Loersch, A, The determinants of quality experiences in an emerging wine region, J. Carlsen & S. Charters (eds) (eds.), Global Wine Tourism: Research, Management and Marketing, pp. 80 ‐ 91

Mean Difference

EXTERIOR ATTRIBUTES X Y (Gen X and Y)

Able to view surroundings 4,08 4,08 0 0

Attractive Settings 4,27 4,21 0,06 ‐0,06

INTERIOR ATTRIBUTES

Clean 4,53 4,56 ‐0,03 0,03

Uncluttered 3,84 4,06 ‐0,22 0,22

Visually Appealing 4,33 4,33 0 0

Comfortable and enjoyable 4,63 4,57 0,06 ‐0,06

SERVICE ATTRIBUTES

Prompt Service 4,48 4,2 0,28 ‐0,28

Ability to talk to winemaker 3,72 3,79 ‐0,07 0,07

Informative Educational 4,2 4,16 0,04 ‐0,04

Restaurant / Coffee shop 3,43 3,39 0,04 ‐0,04

STAFF ATTRIBUTES

Friendly and welcoming 4,73 4,54 0,19 ‐0,19

Professional and knowledgeable 4,55 4,52 0,03 ‐0,03

Understand visitor needs 4,57 4,39 0,18 ‐0,18

Provide individual attention 4,25 4 0,25 ‐0,25

WINE ATTRIBUTES

Wine quality 4,53 4,33 0,2 ‐0,2

Wine variety 4 3,87 0,13 ‐0,13

Reasonably priced 4,08 4,18 ‐0,1 0,1

CONVENIENCE ATTRIBUTES

Adequate signage / easy to find 3,84 3,93 ‐0,09 0,09

Adequate car parking 4 3,91 0,09 ‐0,09

Convenient opening times 3,96 4,08 ‐0,12 0,12

Tasting notes available 3,57 3,92 ‐0,35 0,35

Price list available 4,22 4,22 0 0

Ability to join mailing list 3 2,95 0,05 ‐0,05

Table 1

CARLA SILVA10/2009


43

3.1. Exterior Attributes

3.2. Interior Attributes

CARLA SILVA10/2009


44

3.3. Service Attributes

3.4. Staff Attributes

3.5. Wine Attributes

CARLA SILVA10/2009


45

3.6. Convenience attributes

CARLA SILVA10/2009


46

3. EXPER

IENTA

L MIIX –

WINER

Y TO

UR VISITS

3. Experiental Mix ‐ WINERY TOUR VISITS

3.1. Exterior attributes

∙ Location ∙ Landscape/Settings






NAPA

CARLA SILVA10/2009


47

3. EXPERIENTAL MIX – WINERY TOUR VISITS

The second stage of the research comprises of visits to two wineries in each wine region. The visits

were conducted as a group tour during the month of September.

→ PARTICIPANTS

Voluntary informants, randomly selected from the survey database, were from both Generations Y

and X and included wine consumers as well as non‐adopters or infrequent consumers. A total of 12

participants visited the Napa winery region. Illustration 1, shows a photo of 10 of the 12 participants.

A total of four visitors were from Generation Y, evenly divided between males (50%) and females

(50%). Of the sample, 50% had had the experience of visiting a winery. The informants comprised of

two couples ‐ one married and employed full‐time (50% respectively) and the other single, full‐time

students (50% respectively). Both couples have higher education, “some college” (25%), “college

degree” (50%) and “Masters degree” (25%). Participants from Generation Y earned less than

Generation X, with 75% living on less than $2000 on a monthly basis.

Concerning their perception of wine, one couple considers itself “knowledgeable on wine” and are

consumers. The remaining participants “know very little” to “below average” on wine matters and

are infrequent consumers of wine.

Generation X is represented by a total of 8 participants, all of which had previously had the

experience of visiting a winery. With a mean of 38 years of age, Generation X is evenly divided

between males (50%) and females (50%). Three couples are married (75%), one individual is single

and the other divorced (13% respectively). The majority of the participants have a “college degree”

(75%) with the remaining holding a “masters degree” (13%) and some “college education”(13%).

Six participants are employed full‐time (75%), one is a full‐time student (13%) and the remaining

holds a part‐time job (13%). In comparison to Generation Y, Generation X earns a higher income with

38% of the sample in the $3001‐$3500 monthly income bracket. An equal sample percentage

receives a monthly income of over $6000. The remaining 26% earns between $3501 and $5000.

The majority of Generation X considers itself “knowledgeable on wine” (75%) with the remaining two

participants (25%) classifying their knowledge as “below average”. Half the participants were

infrequent wine consumers.

CARLA SILVA10/2009


48

→ WINERIES

The participants visited two wineries, in close proximity to each other in the Napa Valley region. The

wineries were informed of these visits for varying reasons. Essentially, most wineries require

bookings for group visits, however very little information was passed onto the tour guide and the

visit was treated as normal. All fees were waivered for these visits although the visitors were

informed of the fee involved.

Each winery has distinct characteristics, ranging from its infrastructures to the actual manner in

which the winery visit is conducted.

o WINERY N1

N1 identifies the first winery visited by the participants, on a Saturday, during late September 2009.

The winery is fairly recent, less than 3 years in business, and thus the infrastructures are new and

modern. The visit was mainly carried out in the tasting room, for a period of approximately 45

minutes, where the tour guide briefly discussed the history of the winery and thereafter presented

10 wines for the tasting, varying in price between $26 and $100.

A tasting at this winery has a fee of $10 for 4 wines and $25 for a tasting of the top three reserve

wines. The winery is open to the public daily between 9am and 5pm.

Illustration 1 – PARTICIPANTS TO THE NAPA VALLEY WINERY VISITS

COPYRIGHT S ‐ ALL RIGHTS RESER

VED

CARLA SILVA10/2009


49

o WINERY N2

N2 identifies the second winery visited on the same day by the informants ‐ a family run business,

established over 3 decades. Encompassed in a more traditional setting, the participants were invited

to undergo a wine tour in addition to a wine tasting. The visit was less structured and approximately

half an hour longer in duration in comparison to winery N1.

The wine tour included a walk through the vineyard and a tasting of the various grapes which were

ripe and ready for harvest. The tasting that followed, comprising of four wines with a price range of

$28 to $38, is normally charged at $15.

Winery N2 is open to the public daily between 10am and 4h30pm.

→ SURVEY

After completing both winery visits the participants were requested to complete an online survey

comprised of 56 questions ‐ 28 for each winery respectively. The survey12 covered six dimensions:

exterior, interior, service, staff, wine and convenience attributes, with a 5 point Likert scale, where

1= Very Poor; 2=Poor; 3= Fair; 4=Good and 5=Very Good. Thereafter, the collected data was

compared to the expectations recorded in the initial survey, taken before the winery visits. Table 2

shows the mean difference between the performance levels of each winery visit and the initial

registered expectations, for both Generation Y and X.

The quality indicators “attractive settings”, “clean”, “uncluttered” and “visually appealing” exceed

the expectations for Winery N1, for both generations, and present less favourable scores for Winery

N2. One of the main reasons could be N1´s new and modern infrastructures, including a spacious,

décor tasting room, where the visit was conducted.

Indicator “ability to talk to winemaker” received a 0.38 mean score for Generation X and Winery N1.

One of the participants had the opportunity to speak with the wineries founder and owner which

greatly increased his/her satisfaction level. Previous research carried out by Cambourne and

Macionis (2000) resonate this finding, suggesting that tourists enjoy the chance to “meet the maker”.

Generation Y found the visit to Winery N2 to be more “informative and educational”, given that it

included a wine tour offering half of the informants, who were not very knowledgeable on wine, a

broader understanding of the wine making process. However although this was considered a positive

aspect for Generation Y it was an undermining factor for Generation X.

12 Source of quality indicators: Griffin, T., Loersch, A, The determinants of quality experiences in an emerging wine region, J. Carlsen & S. Charters (eds) (eds.), Global Wine Tourism: Research, Management and Marketing, pp. 80 ‐ 91

CARLA SILVA10/2009


50

The mean indicator for “wine quality” received one of the lowest scores (‐0.75) for Generation Y,

when referring to Winery N2. None of the wineries surpassed both generations’ expectations

concerning this indicator, which could be one of the reasons the wine purchasing probabilities are

low, in addition to the unmet expectations concerning price. Winery N1 received the lowest

“reasonably priced” wine scores. Both generations are price sensitive with Generation Y being more

so.

Both wineries had positive “convenience attributes”, surpassing the initial expectations, namely:

“convenient opening times”, “tasting notes” and “price list available” and the “ability to join a mailing

list”.

→ TELEPHONE INTERVIEWS

Within a week of the winery visits a telephone interview was carried out to all 12 participants

requesting that they identify the positive and negative attributes of each winery. The primary results

are recorded in Tables 3 and 4.

Overall, both generations, and in particular Generation Y, prefer a more flexible, rather than

structured experience. In accordance with previous research, the study found that “younger wine

visitors seemed to place a lot of emphasis on being asked their needs in the service experience and

having those needs met”. (Charter and Fountain, 2006)

CARLA SILVA10/2009


51

Table 2

The expectation Mean (EXP) is specific for each sample group of participants (total of 4 for Generation Y and 8 for Generation X) and is not the same as the expectation Mean indicated in the previous chapter which accounts for the total number of respondents of the online survey.

Mean dif. (N1;N2 ‐ EXP)

1 Able to view surroundings Y X Y X

EXP 4,25 3,75

N1 4,25 4,13 0 0,38

N2 4,25 4,63 0 0,88

2 Attractive settings Y X

EXP 4,25 4,13

N1 4,75 4,5 0,5 0,37

N2 4,5 4 0,25 ‐0,13

3 Clean Y X

EXP 4,75 4,38

N1 4,75 5 0 0,62

N2 3,75 4,5 ‐1 0,12

4 Uncluttered Y X

EXP 4,5 3,38

N1 4,75 4,5 0,25 1,12

N2 3,5 4 ‐1 0,62

5 Visually Appealing Y X

EXP 4,5 4,13

N1 4,75 4,88 0,25 0,75

N2 3,75 4 ‐0,75 ‐0,13

6 Comfortable and enjoyable Y X

EXP 4,75 4,75

N1 4,5 4,5 ‐0,25 ‐0,25

N2 4,25 4,5 ‐0,5 ‐0,25

7 Prompt Service Y X

EXP 4,5 4,13

N1 4,25 4,63 ‐0,25 0,5

N2 4,5 4,63 0 0,5

8 Ability to talk to winemaker Y X

EXP 3,75 3,5

N1 3,25 3,88 ‐0,5 0,38

N2 4,25 3,38 0,5 ‐0,12

9 Informative and educational Y X

EXP 4,25 4,5

N1 4 4,63 ‐0,25 0,13

N2 4,5 4,63 0,25 0,13

CARLA SILVA10/2009


52


10 Restaurant or coffee shop Y X Y X

EXP 2,5 3,38

N1 3,25 2,38 0,75 ‐1

N2 3,75 2,38 1,25 ‐1

11 Friendly and welcoming Y X

EXP 4,75 4,88

N1 4,75 4,88 0 0

N2 5 4,75 0,25 ‐0,13

12 Professional and knowledgeable

Y X

EXP 4,5 4,75

N1 4,25 5 ‐0,25 0,25

N2 4,75 4,63 0,25 ‐0,12

13 Understand visitor needs Y X

EXP 4,25 4,75

N1 4 4,75 ‐0,25 0

N2 4,5 4,63 0,25 ‐0,12

14 Provide individual attention Y X

EXP 4 4,5

N1 4 4,5 0 0

N2 4,5 4,88 0,5 0,38

15 Wine quality Y X

EXP 4,5 4,75

N1 4,5 4,5 0 ‐0,25

N2 3,75 4,5 ‐0,75 ‐0,25

16 Wine variety Y X

EXP 3,5 4

N1 4,25 4,25 0,75 0,25

N2 3,75 3,88 0,25 ‐0,12

17 Reasonably priced Y X

EXP 4 4,38

N1 3 3,63 ‐1 ‐0,75

N2 3,75 4,13 ‐0,25 ‐0,25

18 Adequate signage / easy to find

Y X

EXP 3,5 3,38

N1 4,25 4,38 0,75 1

N2 4,5 4,13 1 0,75

19 Adequate car parking Y X

EXP 3,5 4,13

N1 4,5 4,75 1 0,62

N2 4,5 4,13 1 0

20 Convenient opening times Y X

EXP 3,75 4

N1 4,5 4,63 0,75 0,63

N2 4,75 4 1 0

CARLA SILVA10/2009


53


21 Tasting notes available Y X

EXP 3,25 2,75

N1 3,5 4,25 0,25 1,5

N2 3,75 4 0,5 1,25

22 Price list available Y X

EXP 3,75 4,13

N1 4,25 4,63 0,5 0,5

N2 3,5 4,38 ‐0,25 0,25

23 Ability to join mailing list Y X

EXP 2,25 2,25

N1 4,25 4,63 2 2,38

N2 4,25 4 2 1,75


CARLA SILVA10/2009


54

TELEPHONE INTERVIEWS: WINERY N1

Positive Negative

_Pretty place _Wines expensive versus quality

_Too commercial

_Nice Environment

_Very snazzy, good looking, very clean

_Many customers

_Did not do a tour which was a disappointment

_I would have enjoyed it if they had taught us on how to pair food and wine

_Very modern, new

_Too commercial

_Wine was good

_Building was nice. It was a renovated stable.

_Expensive wines. Cheapest wine was approx. 26$.

_You are treated well, but like a customer. It’s all about doing a business transaction

_Architecture and design of tasting room.

_The ambience was good.

_The wines were good.

_Wine was good

_Tasted 10 different wines, which was really good.

_In the tasting room they placed us on chairs up against the wall. It would have been best if we were at a table where we could have communicated with each other.

_Not a personal atmosphere

_Staff member was really great. Very knowledgeable on wine. I learnt a lot.

_Pretty surroundings and place.

_Unique wines.

_Very commercial

_Presented really well.

_Nice view.

_Very knowledgeable staff.

_They gave us a glass of wine at the door.

_We were served many wines off the wine list.

_I happened to cross paths with the owner and got the opportunity to speak with him. It was an amazing experience.

_very elegant setting; presented itself really well; staff was very friendly

_it's a big operation (at least the wine tasting facility) so it was very packed and busy

_Fantastic architecture _Not very relaxing

Table 3

CARLA SILVA10/2009


55

Table 4

TELEPHONE INTERVIEWS: WINERY N2

Positive Negative

_Very cute

_Staff w zing; a lot of joking around

_Took a hich was nice to have; Picked grapes and ate the

_Not the best wines

_Very en

_Took us

_Went to

_Very ed

ints

_Guide to

_Setting tables

_Took us

ot give us all of the wines to taste. They gave xtra wines, which we would have to pay to

_ Wines w s weren’t good.

hot, 100ºF, and being outside was ble.

_The toupersonal

_Smaller

_Took a t

ng room (although it could also be nice,

_Did a w

_Got to e

_Fun tou

_Family w

_More pe

_Spent m

_Knowle

_Good, s

_Great to

_The staf

_Tour gu

_It endeus was ve

joyable tour guide

on a tour, through the vineyards

see the barrels and how long wine matures etc.

ucational

_No compla

ld us very funny stories

was in the countryside and we sat at wooden

on a tour

_They did nus a list of etaste.

eren’t as expensive. _Some wine

_It was veryuncomforta

r guide had a very funny and engaging ity

_Small tastidepends)

as ama

tour wm

feel

our through the vineyards

ine tour

at grapes and see the wine production process

r guide

_The tasting room was small

_Only tasted 3 different wines, so it wasn’t as memorable

inery setting, with history _Small tasting room

rsonable and family owned.

ore time with you

dgeable on their wines.

mooth wines.

_Poor signage.

ur guide, with great personality. _Strange looking winery/architecture.

_Guide not that knowledgeable on wine.

f was very friendly. _They didn’t produce a specific grape type that I prefer.

ide made it a fun experience. _Very hot outside

d up being very relaxing and the staff that helped ry knowledgeable and kind.

_The winery tasting operation is small in comparison to the volume of wine they produce

_The tasting room is TINY and was packed however great outdoor area.

CARLA SILVA10/2009


56


CARLA SILVA10/2009


57


CARLA SILVA10/2009


58


CARLA SILVA10/2009


59


CARLA SILVA10/2009


60

3.5. Wine Elements

CARLA SILVA10/2009


61


CARLA SILVA10/2009


62

CARLA SILVA10/2009


63

4. PER

CEPTIONS & BELIEFS

4. Perceptions & Beliefs

∙ Attitude toward the wine brand ∙ Intention to visit the cellar ∙ Wine purchase intention ∙ Probability to recommend the experience

NAPA

CARLA SILVA10/2009


64

On a scale from 0 to 10, respondents were requested to rate their satisfaction level regarding each

winery visit. (= 0 (Very UnSatisfied) to 10 (Very Satisfied)). The overall satisfaction levels for winery visits

N1 and N2 are positive. Generation Y demonstrates a minor preference for Winery N2 for reasons

discussed in the previous chapter, and is more likely to “recommend this winery to friends and

family”. On the other hand, Generation X placed an increased satisfaction value on the visit to

Winery N1.

The fee indicated by both generations, to undergo these wine tours, ranges between $9 and $12.

Questions 25, 26 and 28, were placed on a 5 point Likert scale (1=Definitely Won't, 2=Probably

Won't, 3=Probably Will / Probably Won't, 4=Probably Will, 5=Definitely Will).

The mean values are shown in the following Table 5.

Table 5

24 What was your level of satisfaction regarding the

winery visit? Y X

N1 7,75 9,13 ‐1,38 1,38 Dif. Y and X

N2 8,00 7,88 0,25 ‐1,25 Dif. N2 ‐N1

25 Will you be recommending this winery to friends and

family? Y X

N1 3,75 4,13 ‐0,38 0,38 Dif. Y and X

N2 3,5 3,75 ‐0,25 ‐0,38 Dif. N2 ‐N1

26 What is the likelihood of you returning to visit this

particular winery? Y X

N1 3,25 3,63 ‐0,38 0,38 Dif. Y and X

N2 3,25 3,63 0 0 Dif. N2 ‐N1

27 To undergo this tour, what price in $ would you be willing

to pay? Y X

N1 9,25 $ 12,14 $ 2,89286 2,892857143 Dif. Y and X

N2 10,00 $ 10,33 $ 0,75 ‐1,80952381 Dif. N2 ‐N1

28 In the future, will you be purchasing wine from this

winery? Y X

N1 2,75 3,38 ‐0,63 0,63 Dif. Y and X

N2 3 3,63 0,25 0,25 Dif. N2 ‐N1

CARLA SILVA10/2009


65

CARLA SILVA10/2009


66

CARLA SILVA10/2009


67

1. V

ISITOR CHARACTERISTICS

1. Visitor characteristics

1.1. Demographics ∙ Age ∙ Income ∙ Gender ∙ Education

1.2 Psychographic and behavioural characteristics ∙ Lifestyles ∙ Drinking & Driving ∙ Wine Knowledge ∙ Frequency of wine consumption ∙ Wine Involvement

DOURO

CARLA SILVA10/2009


68

→ DOURO REGION

1. VISITOR CHARACTERISTICS – GENERATIONS Y AND X

1.1. DEMOGRAPHICS

According to data from INE – the Portuguese National Statistics Institute ‐ the population of

Portugal, for Generation Y (ages 21 to 33) almost totals 2 million, and for Generation X (ages 34

to 44) 1.8 million.

To determine a sample size for Generation Y at a confidence level of 95% and a confidence

interval of 8 the result is 150. Likewise, for Generation X, with a confidence level of 95% and a

confidence interval of 11 the sample size result is 79.

1.1.1. What year were you born?

The statistic mean for Generation X is 6.85 (equivalent to the year 1971= 38 years of age), and

for Generation Y is 17.98 (equivalent to the year 1982= 27 years of age). The total number of

respondents for this question were 61 and 130, pertaining to Generation X and Y respectively.

Reason for this sample generation discrepancy may be the high involvement Generation Y has

with social network sites such as Facebook and Hi5, in comparison to Generation X.

CARLA SILVA10/2009


69


1 1965 8 13% 0 0%

2 1966 3 5% 0 0%

3 1967 7 11% 0 0%

4 1968 1 2% 0 0%

5 1969 6 10% 0 0%

6 1970 2 3% 0 0%

7 1971 5 8% 0 0%

8 1972 2 3% 0 0%

9 1973 6 10% 0 0%

10 1974 5 8% 0 0%

11 1975 10 16% 0 0%

12 1976 6 10% 0 0%

13 1977 0 0% 6 5%

14 1978 0 0% 10 8%

15 1979 0 0% 17 13%

16 1980 0 0% 13 10%

17 1981 0 0% 14 11%

18 1982 0 0% 17 13%

19 1983 0 0% 14 11%

20 1984 0 0% 12 9%

21 1985 0 0% 8 6%

22 1986 0 0% 4 3%

23 1987 0 0% 10 8%

24 1988 0 0% 5 4%

Total 61 100% 130 100%

1.1.2. What is your gender?

In both generations the number of female respondents is greater (Gen X= 57% and Gen

Y=53%), although not significantly different from the male counterpart (Gen X=43% and Gen

Y=47%).

CARLA SILVA10/2009


70


1 male 26 43% 61 47%

2 female 35 57% 69 53%

Total 61 100% 130 100%

1.1.3. City of residence?

The vast majority of the respondents reside in the Porto District.

1.1.4. What is your current marital status?

Generation Y is predominantly “single/never married” (70%). Generation X shows a 48%

“married” response rate, followed by 28% for those that are “single.”


1 Single, never married 17 28% 90 70%

2 Married 29 48% 29 22%

3 Divorced 9 15% 1 1%

4 Widowed 1 2% 0 0%

5 Living w/ partner 5 8% 9 7%

Total 61 100% 129 100%

CARLA SILVA10/2009


71

1.1.5. What is your current religion?

The majority of respondents for both generations defined their religion as “Roman Catholic”

(77% and 81% referring to Generation X and Y respectively). A minority group of Protestants

from Generation X comprise 10% of the sample. The “Other” category mainly refers to atheists

and non‐religious individuals. This question served to determine if there were any respondents

influenced by their religion in the prohibition of alcohol consumption. As evident this was not

the case.


1 Roman Catholic 47 77% 105 81%

2 Jewish 0 0% 1 1%

3 Protestant (religion allows drinking of alcoholic beverages)

6 10% 4 3%

4 Protestant (religion does not allow drinking) 0 0% 1 1%

5 Other 8 13% 18 14%

Total 61 100% 129 100%

CARLA SILVA10/2009


72

1.1.6. How important is your faith/religion to you?


1 Very Important 15 25% 31 24%

2 Moderately important 25 41% 54 42%

3 Mildly important 12 20% 29 22%

4 Not important 9 15% 15 12%

Total 61 100% 129 100%

1.1.7. What is the highest level of education you have completed?

Both generations presented a similar mean value at 4.05, for Generation X, and 4.45 for

Generation Y, indicating that the majority have at least completed a college degree and have

a higher education.

CARLA SILVA10/2009


73


1 Less than High School 8 13% 8 6%

2 High School / GED 9 15% 14 11%

3 Some College 2 3% 4 3%

4 College Degree 5 8% 5 4%

5 Master's Degree 28 46% 83 64%

6 Doctoral Degree 8 13% 14 11%

7 Professional Degree / Certificate 1 2% 1 1%

Total 61 100% 129 100%

1.2. PSYCHOGRAPHIC AND BEHAVIOURAL CHARACTERISTICS

1.2.1. What is your current employment situation?

Both generations are, in majority, employed full‐time (69% and 65%). Full‐time millennial

students comprise 20% of the sample and 16% of Generation X is unemployed.


1 Full‐time student 2 3% 26 20%

2 Student with part‐time job 3 5% 4 3%

3 Part‐time job 4 7% 5 4%

4 Employed Full‐time 42 69% 84 65%

5 Unemployed 10 16% 10 8%

Total 61 100% 129 100%

CARLA SILVA10/2009


74

1.2.2. What is your approximate monthly income (allowance if you are a student and

unemployed) range?

The majority of Generation Y earns less than Generation X. 67% of Generation Y earn less

than 1000€ compared to 45% of Gen X.


1 Up to 400€ 4 7% 25 20%

2 401€ ‐ 500€ 1 2% 6 5%

3 501€ ‐ 700€ 8 14% 22 18%

4 701€ ‐ 1000€ 13 22% 30 24%

5 1001€ ‐ 1500€ 16 27% 28 22%

6 1501€ ‐ 2000€ 9 15% 7 6%

7 2001€ ‐ 2500€ 6 10% 6 5%

8 2501€ ‐ 3000€ 0 0% 1 1%

9 > 3000€ 2 3% 0 0%

Total 59 100% 125 100%

CARLA SILVA10/2009


75

1.2.3. What activities are your favourite past‐times (hobbies)?

To determine lifestyle’s, respondents were asked to evaluate and identify their favourite

hobbies. The graph below represents actual number of times the activity was chosen and is

not indicative of percentage or total number of respondents.

“Travelling” received the highest score for both generations, followed by going to “movies”,

with little variance in the remaining items.

# Question Responses X Responses Y

1 TV 31 67

2 Internet 29 61

3 Travelling 49 91

4 Eating out / socializing 30 66

5 Movies 39 88

6 Sports 29 67

7 Reading 38 67

CARLA SILVA10/2009


76

1.2.4. What are your favourite social networking sites?

Facebook obtained the highest rating followed by Hi5, although this result may be somewhat

biased given that the survey advertisements ran for a longer period on the Facebook

platform.


1 Facebook 31 52% 69 53%

2 Twitter 3 5% 17 13%

3 Hi5 25 42% 53 41%

4 MySpace 3 5% 9 7%

5 Linkedin 7 12% 16 12%

6 Other 5 8% 9 7%

7 None. I do not go on social networking sites. 18 30% 22 17%

Statistics Value X Value Y


CARLA SILVA10/2009


77

1.2.5. How often do you drink wine?

On a monthly basis, discrepancies in wine consumption between generations are minimal,

with Generation X consuming wine on approximately two more occasions (10 times) in

comparison to Generation Y (8 times).

1.2.6. Which of the following statements on wine do you believe to be true?

After an online analysis of the most common wine perceptions, 14 statements were drafted

to identify those most widely held by each generation.

Generation Y rated “wine is a status symbol”, at 34%, and both generations believe it is an

“expensive” product.

# Answer Average Value GEN X Average Value GEN Y

1 Times each DAY 0.25 0.14

2 Times each WEEK 2.36 1.97

3

Times every MONTH

9.77

8.32


CARLA SILVA10/2009


78


1 High Alcohol Content 11 26% 17 18%

2 Awful Taste 2 5% 12 12%

3 Expensive 15 36% 26 27%

4 Religious reasons inhibit be from drinking wine or more of it

0 0% 4 4%

5 Family does not consume wine, so I don’t have the habit 4 10% 12 12%

6 Have to drink wine from a glass, so I don’t like it 0 0% 4 4%

7 Packaging is outdated 0 0% 4 4%

8 It is snobby 0 0% 3 3%

9 I am uneducated in wine and therefore feel uncomfortable drinking it

4 10% 14 14%

10 Wine is fattening 4 10% 11 11%

11 Don’t believe it is the healthiest option 2 5% 13 13%

12 Friends don’t drink wine, so I don’t either 1 2% 6 6%

13 If I drink wine frequently, I am afraid I will become alcoholic

2 5% 3 3%

14 Wine is a status symbol 14 33% 33 34%

15 Other 14 33% 26 27%

1.2.7. How would you classify your knowledge on wine?

89% of Generation Y believes to hold “below average” or” little to no knowledge” on wine in

comparison to Generation X at 75%.

Those “knowledgeable” or “experts on wine” make up 11% of both generations.

CARLA SILVA10/2009


79


1 Know very little or nothing about wine 6 14% 26 24%

2 My knowledge on wine is below average 27 61% 72 65%

3 I consider myself knowledgeable on wine 11 25% 12 11%

4 I am a wine expert. 0 0% 0 0%

Total 44 100% 110 100%

1.2.8. Indicate if you agree or not with each statement.

(Drinking and Driving Marketing Ecoscale for Responsible Alcohol Consumption13)

Drinking & Driving is a motivational scale used in marketing to determine if it can

characterize young adults most likely to drink and drive. Its values are related to socially

responsible consumption. A total of 15 items are rated from strongly disagree to strongly

agree.

Generation Y’s mean score is 31 and Generation X is 29 – values below 45 which is the cut‐off

point for a socially responsible drinking behavior.

The following are the questions that comprise the scale:

13 Lastovicka, Murray, Joachimsthaler, Bhalla and Scheurich 1987

#

Drinking and driving motivational tendencies to drink and drive [MTDD] (1987)

Lastovicka, Murray, Joachimsthaler, Bhalla and Scheurich Question

1 I frequently skipped classes in high school

2 I have been suspended from school for fighting on more than one occasion

3 Except for times when I was sick, I hardly ever missed a day of school

4 It seems that no matter what my friends do on a weekend, we almost always end up at a bar getting smashed

5 A party wouldn’t be a party without some liquor

6 I have been drunk at least five times a month

7 Taking chances can be fun

8 I would like to drive a race car

9 I like to speed in my car

10 If someone gives me a hard enough time, I’ll punch him

11 It’s important for me to act and dress like I’m tough

12 There should be a gun in every home

13 My life appears to be coming apart at the seams

14 I feel like I am getting a raw deal out of life

15 Overall, I would say I am happy

CARLA SILVA10/2009


80

1.2.9. What alcoholic beverages do you drink, excluding wine?

Beer, followed by vodka and liquors are the most predominant beverages consumed by both

Generations X and Y. A mention of “white drinks” (bebidas brancas) is a term frequently

employed by Generation Y.

1.2.10. Have you ever visited a winery?

The majority of Generation Y (74%) and Generation X (64%) have not visited a winery.

# Answer Response X % Y Response Y % Y

1 Yes 16 36% 29 26%

2 No 28 64% 81 74%

Total 44 100% 110 100%

1.2.11. If yes, please state which wineries.

In no order of preference, the wineries most mentioned by both generations are:

o Generation Y: Herdade do Esporão, Aveleda, Quinta da Pacheca and Taylor’s.

o Generation X: Herdade do Esporão, Quinta do Vallado and Quinta da Pacheca.

CARLA SILVA10/2009


81

1.2.12. In your opinion rate each of the following statements on how important you

consider each.

GENERATION X

# Question

Unim

portant

Of little

importance

Moderately

important

Important

Very

Important

Responses

Mean


4 9 12 14 5 44 3.16

2 Wine reduces heart‐attack risk. Moderate drinkers suffering from high blood pressure are 30 percent less likely to have a heart attack than non‐drinkers.

1 8 12 15 8 44 3.48

3 New animal research finds that light to moderate drinking releases pleasure‐causing endorphins in the brain. Drinking wine thus makes you happier.

1 8 12 13 10 44 3.52


2 8 12 15 7 44 3.39


0 5 7 13 19 44 4.05


2 6 10 14 12 44 3.64


2 14 10 12 6 44 3.14


9 The growing of grapes consumes CO2 through photosynthesis and thus has a positive effect on the global climate.

0 6 11 14 13 44 3.77


0 3 7 21 13 44 4.00

11 There are social groups that come together to pair food and wine as well as guess the aroma and flavours of wine, which is great fun.

2 5 12 14 11 44 3.61

12 A study among Tuscan women discovered that one or two glasses a day of red wine allows them to enjoy a better sex life.

0 8 15 10 11 44 3.55

CARLA SILVA10/2009


82

GENERATION Y

# Question

Unim

portant

Of little

importance

Moderately

important

Important

Very

Important

Responses

Mean


5 17 31 42 14 109 3.39

2

Wine reduces heart‐attack risk. Moderate drinkers suffering from high blood pressure are 30 percent less likely to have a heart attack than non‐drinkers.

1 11 27 51 19 109 3.70

3


3 11 30 47 18 109 3.61


3 16 31 45 13 108 3.45


2 7 16 41 43 109 4.06


2 12 19 46 30 109 3.83


6 21 39 32 11 109 3.19



4 8 27 44 26 109 3.73


1 5 20 53 30 109 3.97

11

There are social groups that come together to pair food and wine as well as guess the aroma and flavours of wine, which is great fun.

7 20 36 34 12 109 3.22

12

A study among Tuscan women discovered that one or two glasses a day of red wine allows them to enjoy a better sex life.

3 9 29 42 26 109 3.72

CARLA SILVA10/2009


83

The affirmations rating the highest mean scores were both negative in nature:

→ Alcohol poisoning (excessive drinking) can cause death. (Mean score: 4.14 for Gen X

and 4.26 for Gen Y)

→ Heavy alcohol drinking can cause acute damage to the lining of the stomach to

severe loss of intellectual functions. (Mean score: 4.05 for Gen X and 4.06 for Gen Y)

Reason for this could be the moderate wine consumption advertisements which make use of

these messages.

The positive statement with the highest mean scores was:

→ Hillside vineyards combat annual soil erosion and are a haven for a number of birds

called urban adaptives. (Mean score: 4.00 for Gen X and 3.97 for Gen Y)

This result shows an interest in environmental issues amongst both generations.

1.2.13. Which categories of wine do you regularly drink?

Over 60% of both generations prefer to consume red wine. In comparison to Generation X

(20%), twice as many Millennials (39%) prefer white wine. Vinho verde is also a favourite for

both groups.


1 Sparkling 11 24% 29 28%

2 White 9 20% 40 39%

3 Red 29 63% 70 68%

4 Rosé 7 15% 19 18%

5 Vinho Verde 16 35% 43 42%

6 Fortified (Port, Sherry etc.) 12 26% 27 26%



CARLA SILVA10/2009


84

1.2.14. When you drink wine, how much, on average, do you usually drink at any one

time?

With a Mean score of 2.74 and 2.62, both generations mostly consume 1 to 2 glasses of wine

at any one time.


1 5 or more glasses of wine 2 4% 8 8%

2 3 or 4 wine glasses 13 28% 33 32%

3 1 or 2 wine glasses 26 57% 52 50%

4 less than a glass of wine 5 11% 10 10%

Total 46 100% 103 100%


Mean 2.74 2.62

Variance 0.51 0.59



CARLA SILVA10/2009


85

1.2.15. When you buy a bottle of wine what is most important to you?

GENERATION X

# Question

Unim

portant

Of little

importance

Moderately

important

Important

Very

important

Responses

Mean


2 Grape Variety 2 3 16 17 8 46 3.57



5 Region of Origin 0 0 6 23 17 46 4.24




9 Medal or award 1 4 11 21 9 46 3.72


11 Alcohol Content 7 7 13 15 4 46 3.04

CARLA SILVA10/2009


86

GENERATION Y

# Question

Unim

portant

Of little

importance

Moderately

important

Important

Very

important

Responses

Mean


2 Grape Variety 7 15 37 38 6 103 3.20



5 Region of Origin 3 6 15 41 38 103 4.02




9 Medal or award 2 13 24 50 14 103 3.59


11 Alcohol Content 16 22 41 23 1 103 2.72

Both generations choose a wine based on “Region of Origin” and if the wine is “a familiar

brand”. These two attributes received the highest scores and denote regional favouritism.

“Recommended by friend or family” ranked third in the priority listing. “Recommended by

shop staff or shop leaflets” and “alcohol content” rated least for both populations.

CARLA SILVA10/2009


87

1.2.16. How much do you spend on average on a bottle of wine to drink at home?

The mean score for both generations places the price range preference in the 3€ to 10€

categories. The highest percentage for both generations is allocated in the 3€‐6€ range.


1 Less than 3€ 5 11% 8 8%

2 3€ ‐ 6€ 25 54% 43 42%

3 6€ ‐ 10€ 10 22% 34 33%

4 10€ ‐ 15€ 5 11% 9 9%

5 15€ ‐ 20€ 0 0% 3 3%

6 Over 20€ 1 2% 6 6%

Total 46 100% 103 100%


Mean 2.41 2.75

Variance 0.96 1.41



CARLA SILVA10/2009


88

1.2.17. Do you have a specific grape variety that you prefer?


1 Yes. 11 24% 25 24%

2 No 35 76% 79 77%

1.2.18. What sort of taste does or would your favourite wine have?

Both group samples mostly used the terms “semi‐dry”, “sweet”, and “red fruits”, to classify

their favourite wine taste.

1.2.19. Where do you most frequently consume wine?

A “restaurant” was considered the primary location for wine consumption, for both

generations, followed closely behind by “home” and “friends place”.

An equal number of respondents (84) from Generation Y rated “home” and “friends place”.

The minimal percentage relating to “Other” refers to festive occasions such as weddings and

other similar events.

CARLA SILVA10/2009


89


1 Home 40 87% 84 82%

2 Bar/Pub/Disco 2 4% 9 9%

3 Restaurant 41 89% 87 84%

4 Friends Place 31 67% 84 82%

5 Other 2 4% 2 2%



CARLA SILVA10/2009


90

2. COMMUNICATIONS ACTIVITIES

DOURO

2. Communications Activities

2.1. External to the winery ∙ Word‐of‐mouth ∙ Media

∙ Advertising ∙ Public relations

∙ Direct Marketing ∙ Web site/CRM ∙ Signs/outdoor

2.2. Wine Elements ∙ Label /Branding (design)

CARLA SILVA10/2009


91

2. COMMUNICATIONS ACTIVITIES – GENERATIONS Y AND X

2.1. EXTERNAL TO THE WINERY

2.1.1. Think about the first wine brand that comes to mind. How did you hear about it?

The primary source of information for both Generations X and Y is “word‐of‐mouth”, at 88%

and 87% respectively. The remaining media present less significant yet similar scores.


1 Radio 2 5% 2 2%

2 TV 6 15% 10 10%

3 Online/Internet 5 12% 11 11%

4 Outdoor Advertising (Billboard, Bus Ad) 5 12% 11 11%

5 Word‐of‐mouth (friends, family, etc.) 36 88% 90 87%

6 Print Media (Magazines, Newspaper) 7 17% 17 17%



CARLA SILVA10/2009


92

2.2. WINE ELEMENTS

2.2.1 Rate the design of the following wine labels

1

2

3

4

5 6

7

8

9

10

CARLA SILVA10/2009


93

Rate the design of the following wine labels –

Generation X

Studies have shown that the appearance of a wine label is somewhat important when consumers

purchase a bottle of wine (Wolf and Thomas, 2007). In order to understand the specific label

characteristics desirable to consumers, the respondents were asked to rate, according to

attractiveness, 10 color wine labels on a 5 Likert scale from Dislike a Lot to Like a Lot, followed by the

first word that came to mind, in a comments column on the survey.14

Both generations presented similar results with labels numbers 10 and 3 representing the highest

scores and label 1 the lowest.

14 Comments may be analysed in the raw data file.


1 9 14 10 9 2 44 2.57

2 5 9 14 14 2 44 2.98

3 4 3 7 16 14 44 3.75

4 5 7 9 21 2 44 3.18

5 3 2 10 25 4 44 3.57

6 3 6 17 17 1 44 3.16

7 3 13 13 15 0 44 2.91

8 3 10 16 12 2 43 3.00

9 4 4 9 21 5 43 3.44

10 2 2 3 26 10 43 3.93

1

2

3

4

5

6

7

8

9

10

CARLA SILVA10/2009


94

Rate the design of the following wine labels

‐ Generation Y


1 32 30 26 17 4 109 2.37

2 16 31 33 26 3 109 2.72

3 5 9 31 46 18 109 3.58

4 5 24 26 42 12 109 3.29

5 1 18 33 47 10 109 3.43

6 8 21 38 37 4 108 3.07

7 12 29 46 20 2 109 2.73

8 7 20 50 30 2 109 3.00

9 11 26 25 39 8 109 3.06

10 0 6 12 45 46 109 4.20

1

2

3

4

5

6

7

8

9

10

CARLA SILVA10/2009


95

3. EXPER

IENTA

L MIIX‐

EVALU

ATION OF EXPEC

TATIONS

3. Experiental Mix ‐ EVALUATION OF WINERY VISIT EXPECTATIONS

3.1. Exterior attributes ∙ Location ∙ Landscape/Settings






DOURO

CARLA SILVA10/2009


96

3. EXPERIENTAL MIX – EVALUATION OF WINERY VISIT EXPECTATIONS

As previously mentioned in the Napa Experiential Mix, the online survey, comprising of 42

questions, includes a total of 23 winery quality indicators, selected on the basis of relevant

literature review (from Lovelock et al., 2001; Tourism NSW, 2003a,b,c; Winemakers’ Federation

of Australia, 2003a,b,c; Winter, 200315), and serves to evaluate the winery visit expectations.

The quality indicators cover six dimensions: exterior, interior, service, staff, wine and

convenience attributes, with a 5 point Likert scale (where 1= Unimportant; 2=Of little

importance; 3= Moderately Important; 4=Important and 5=Very Important). These survey

questions are pertinent for an evaluation of the winery visits once these are carried out in the

second phase of the study. The difference between the informants perception of the visit will

lead to either their satisfaction, if the performance exceeds expectations, or dissatisfaction, if

performance falls short. This analysis is carried out in the next chapter – Experiential Mix (Winery

Tours Douro).

In the following table (Table 6) the mean of Generations Y and X’s expectations were evaluated.

Generation X presents a total of 44 respondents and Generation Y, 108.

The analysis shows that 20 of the 23 quality indicators present lower values for Generation Y.

Thus, similar to the Napa Valley experiential mix analysis, this is a reflection of Generation X’s

overall higher expectations.

The highest scores for both generations were attributed to “staff” and the “interior” of the

winery, with “professional and knowledgeable” staff and “clean” environment at the top of the

rank.

Generation Y is more demanding concerning the exterior attributes, expecting “attractive

settings and surroundings”. Both generations expect to encounter “quality wine” (Mean score of

4.55 and 4.5) and are least concerned with the “ability to join a mailing list”.


CARLA SILVA10/2009


97


Mean Difference

EXTERIOR ATTRIBUTES X Y (Gen X and Y)

Able to view surroundings 4,16 4,23 ‐0,07 0,07

Attractive Settings 4,18 4,29 ‐0,11 0,11

INTERIOR ATTRIBUTES

Clean 4,73 4,62 0,11 ‐0,11

Uncluttered 4,43 4,31 0,12 ‐0,12

Visually Appealing 4,43 4,31 0,12 ‐0,12

Comfortable and enjoyable 4,43 4,43 0 0

SERVICE ATTRIBUTES

Prompt Service 4,51 4,48 0,03 ‐0,03

Ability to talk to winemaker 4,14 4,11 0,03 ‐0,03

Informative Educational 4,42 4,41 0,01 ‐0,01

Restaurant / Coffee shop 3,93 3,62 0,31 ‐0,31

STAFF ATTRIBUTES

Friendly and welcoming 4,64 4,52 0,12 ‐0,12

Professional and knowledgeable 4,73 4,66 0,07 ‐0,07

Understand visitor needs 4,55 4,38 0,17 ‐0,17

Provide individual attention 4 3,87 0,13 ‐0,13

WINE ATTRIBUTES

Wine quality 4,55 4,5 0,05 ‐0,05

Wine variety 4,14 4,12 0,02 ‐0,02

Reasonably priced 4,36 4,16 0,2 ‐0,2

CONVENIENCE ATTRIBUTES

Adequate signage / easy to find 4,26 4,18 0,08 ‐0,08

Adequate car parking 4,23 4,03 0,2 ‐0,2

Convenient opening times 4,32 4,06 0,26 ‐0,26

Tasting notes available 4,25 4,12 0,13 ‐0,13

Price list available 4,37 4,33 0,04 ‐0,04

Ability to join mailing list 3,67 3,43 0,24 ‐0,24

Table 6

CARLA SILVA10/2009


98




CARLA SILVA10/2009


99



CARLA SILVA10/2009


100


CARLA SILVA10/2009


101

3

. EXPER

IENTA

L MIIX –

WINER

Y TO

UR VISITS

3. Experiental Mix

‐ WINERY TOUR VISITS

3.1. Exterior attributes

∙ Location ∙ Landscape/Settings






DOURO

CARLA SILVA10/2009


102

3. EXPERIENTAL MIX – WINERY TOUR VISITS As previously mentioned, the second stage of the research includes a visit to two wineries in each

wine region. The visits were conducted as a group tour during the month of September.

→ PARTICIPANTS

Voluntary informants, randomly selected from the survey database, were from both Generations Y

and X and included wine consumers as well as non‐adopters or infrequent consumers. A total of 16

participants visited the Douro wine region. For 15 of the participants this was their first winery visit.

Illustration 2, shows a photo of the 16 participants.

A total of 8 visitors were from Generation Y ‐ 5 males (63%) and 3 females (38%). The mean age for

Generation Y is 28 years. The majority (63%) are single, followed by two married participants (25%)

and one (13%) currently living with a partner. Concerning academic qualifications, four of the visitors

(50%) had “not completed high school”, three had earned their “Masters Degree” (38%), and one

informant had “completed high school” (13%). Only one of the participants was “employed part‐

time”, accounting for 13%, whilst the remaining seven were “employed on a full‐time basis”, at 88%.

Half the informants (50%) earn a monthly income of 501€ to 700€, 13% earn between 701€ and

1000€, 13% between 1001€ and 1500€ and the remaining 13% between 1501€ and 2000€.

Concerning wine consumption, 63% consider their “knowledge on wine below average” whilst the

remaining participants, 38%, “know very little” to “nothing” on wine matters. Of the total, four

visitors are non‐adopters of wine.

Generation X is equally represented by a total of 8 participants, with a mean age of 41 years, divided

between three males and five females (63%). Three informants are married (38%), three are single

(38%), one is divorced and the other widowed (13% respectively). A total of five participants did not

complete high school (63%), two managed to complete it (25%) and one holds a “professional

degree/certificate” (13%).

Six participants are employed full‐time (75%), one is unemployed (13%) and the remaining individual

is a full‐time student (13%). As far as monthly wages are concerned, a single informant (13%) earns

between 401€ and 500€ , three earn an income of 501€ to 700€ (38%), three between 701€ and

1500€ (38%) and one between 2001€ and 2500€ (13%).

CARLA SILVA10/2009


103

The majority of Generation X considers its’ “knowledge on wine below average” (63%) with the

remaining three participants (38%) classifying their knowledge as “little to none”. Half the

participants were non‐adopters.

Illustration 2 –PARTICIPANTS OF THE DOURO WINERY VISITS

→ WINERIES

The participants visited two wineries, located near a town called Pinhão, which is approximately

1h45 minute drive from Portugal’s second largest city, Porto. The wineries were previously informed

of these visits as they require bookings for group visits. Notwithstanding, the visit was treated as

normal and no preferential treatment was ensured. All tour fees were waivered for these visits

although the visitors were informed of the fee involved.

Each winery has distinct characteristics, ranging from its infrastructures to the actual manner in

which the winery visit is conducted.

o WINERY D1

D1 identifies the first winery visited by the participants, on a Sunday, during mid‐September 2009.

The winery is fairly recent and its infrastructures are new and modern. The visit comprised of a 20

minute video outlining the history of the winery and of Port wine production. Included in this media

session are some brief messages on moderate wine consumption. Following this exposition is a tour

throughout the premises to view the location where the wine grapes are pressed and the Port wine

barrels and Reserve Wine bottles stored. After approximately 40 minutes, the visit culminates in a

wine tasting carried out in a room with a glass wall allowing the viewer to overlook the Douro river

scenery. Two Port wines were tasted and, upon request, a single red table wine, all ranging between

COPYRIGHT S ‐ ALL RIGHTS RESER

VED

CARLA SILVA10/2009


104

3,80€ and 10€. To undergo this tour, the fee is 5€ p/person for a two wine tasting and 15€ for a 5

wine and one vintage tasting.

The winery is open to the public daily between the months of March and October from 10h30am and

1pm and from 2pm and 5h30pm. During the winter period the winery is only open from Wednesday

to Sunday and closes an hour earlier.

o WINERY D2

D2 identifies the second winery visited on the same day by the informants. In a slightly more

traditional setting than the first winery, the participants were invited to undergo a wine tour in

addition to a wine tasting. The wine tour consisted of viewing the whole wine production process

from the vineyard to the finished product. The visit was less structured and took approximately an

hour longer in duration, in comparison to winery D1.

The tasting that followed also included a mini‐educational session on how to taste the varying

flavours and detect the different wine aromas. A total of one Port wine and one table wine was

served for tasting, with a price ranging from 6€ to 12€. The fee p/person for the tour and tasting is

5€. A more elaborate tasting can be arranged at an additional charge.

Winery D2 is open to the public from Tuesday to Saturday, holding two wine tours daily, one at 11am

and the other at 4pm.

→ SURVEY

After completing each winery visit, participants were requested to complete an exit survey.

Thereafter, the collected data was compared to the expectations recorded in the initial survey, taken

before the winery visits. Table 7 shows the mean difference between the performance levels of each

winery visit and the initial registered expectations, for both Generations Y and X.

Generation Y was less demanding, with a total of 7 negative scores in relation to their initial

expectations, in comparison to the 20 negative scores of Generation X. Both generations considered

Winery D1 more “clean” and “less cluttered”, attributes which may be the result of a spacious,

modern and new infrastructure. During both visits the groups found the atmospheres enjoyable.

Winery D2, surpassed all expectations for both generations in the “service” and “staff” dimensions.

Generation Y rated high mean scores of 1 regarding the “ability to talk to winemaker”, 0,87 for

“understanding visitor needs” and 1,25 “providing individual attention”. This data corresponds with

the Napa Valley results for this same generation that shows preference for a less structured and

CARLA SILVA10/2009


105

more flexible approach to the winery visit. “This suggests that appropriate staff recruitment and

training are paramount if quality experiences are to be provided.” (Griffin and Loersch, 2006).

Low scores for both generations and wineries were assigned to the indicators “reasonably priced

wine”, indicating price sensitivity, and “adequate signage /easy to find”, given the insufficient road

signs available and the slightly difficult path route approaching the location of Pinhão. Another

“convenience” indicator – “ability to join mailing list” ‐ received a relevant score from both

generations, concerning Winery D2, in that contact details were requested from the participants

upon termination of the visit.

→ RECORDED INTERVIEWS

After each winery visit an informal, one‐on‐one interview was carried with all 16 participants

requesting that they identify the positive and negative aspects of each winery. The primary results

are recorded in Tables 8 and 9. The recorded interviews were very brief in that participants were not

very opinionated. One of the possible reasons is this being their first winery visit, they may have

lacked a basis for comparison.

A significant number of participants mentioned the “quality of the wine”, which is an important

attribute, and a few made note of the difficult access routes to the wineries and little available

signage. Overall, both generations, and in particular Generation Y, prefer a more flexible, less

structured experience (Charter and Fountain, 2006) with an educational approach. Ultimately what

the visitors want are “engagement, personalization, quality and connection”. 16 They are attracted to

the experience which according to Tourism Tasmania (2002:4) can be defined by “memorable events,

or interaction that engage people in a personal way and connect them within a place”.5

Part of the “winery experience” is the tasting room which needs to provide an enjoyable ambience

and be well presented. “The issue of the product (wine) as against service shows evidence that the

latter are of more importance to the visitor than the former” (Charters and O’Neill, 2000). Visitors

are continually searching for value‐adding experiences as this study concludes. “For this reason

wineries need to attain a competitive advantage through quality improvement strategies (also known

as the TQM movement). The core belief is that to achieve quality, the focus must be on the customer

and his/her visitor experience.” (Charters and O’Neill, 2000).

16 Tourism Tasmania (2002)

CARLA SILVA10/2009


106

Table 7 The expectation Mean (EXP) is specific for each sample group of participants (total of 8 for Generation Y and 8 for Generation X) and thus not the same value as the expectation Mean indicated in the previous chapter, which accounts for the total number of respondents of the online survey.

Mean dif. (D1;D2 ‐ EXP)

1 Able to view surroundings Y X Y X

EXP 4,25 4,88

D1 5 4,75 0,75 ‐0,13

D2 4,88 4,88 0,63 0

2 Attractive settings Y X

EXP 4,38 4,5

D1 4,88 4,63 0,5 0,13

D2 4,75 5 0,37 0,5

3 Clean Y X

EXP 4,5 4,5

D1 4,63 4,88 0,13 0,38

D2 4,25 4,38 ‐0,25 ‐0,12

4 Uncluttered Y X

EXP 4,38 4,38

D1 4,63 4,75 0,25 0,37

D2 4,5 4,5 0,12 0,12

5 Visually Appealing Y X

EXP 4,5 4,63

D1 4,88 4,5 0,38 ‐0,13

D2 4,63 4,88 0,13 0,25

6 Comfortable and enjoyable Y X

EXP 4,25 4,75

D1 4,63 4,88 0,38 0,13

D2 4,75 4,75 0,5 0

7 Prompt Service Y X

EXP 4,38 4,63

D1 4,5 4,25 0,12 ‐0,38

D2 5 5 0,62 0,37

8 Ability to talk to winemaker Y X

EXP 3,75 4,43

D1 3,88 3,63 0,13 ‐0,8

D2 4,75 4,75 1 0,32

9 Informative and educational Y X

EXP 4,25 4,63

D1 4,38 4,13 0,13 ‐0,5

D2 4,88 4,88 0,63 0,25

CARLA SILVA10/2009


107


10 Restaurant or coffee shop Y X Y X

EXP 3,38 4

D1 3,25 3,5 ‐0,13 ‐0,5

D2 4,13 4,63 0,75 0,63

11 Friendly and welcoming Y X

EXP 4,25 4,75

D1 4,5 4,75 0,25 0

D2 4,88 5 0,63 0,25

12 Professional and knowledgeable Y X

EXP 4,5 4,88

D1 4,5 4,75 0 ‐0,13

D2 5 5 0,5 0,12

13 Understand visitor needs Y X

EXP 4,13 4,63

D1 4,13 4,25 0 ‐0,38

D2 5 5 0,87 0,37

14 Provide individual attention Y X

EXP 3,63 4

D1 4 4,13 0,37 0,13

D2 4,88 5 1,25 1

15 Wine quality Y X

EXP 4,25 4,75

D1 4,63 4,75 0,38 0

D2 4,63 4,75 0,38 0

16 Wine variety Y X

EXP 4 4,75

D1 4,38 4,63 0,38 ‐0,12

D2 4,63 4,88 0,63 0,13

17 Reasonably priced Y X

EXP 4,5 4,75

D1 3,38 4,13 ‐1,12 ‐0,62

D2 3,75 4,63 ‐0,75 ‐0,12

18 Adequate signage / easy to find Y X

EXP 4,25 4,38

D1 3,63 3,88 ‐0,62 ‐0,5

D2 3,75 4 ‐0,5 ‐0,38

19 Adequate car parking Y X

EXP 4 4,5

D1 4 4 0 ‐0,5

D2 4 4,5 0 0

20 Convenient opening times Y X

EXP 4 4,38

D1 4 3,88 0 ‐0,5

D2 4,25 4,38 0,25 0

CARLA SILVA10/2009


108


21 Tasting notes available Y X Y X

EXP 3,75 4,63

D1 4,13 4,38 0,38 ‐0,25

D2 4,38 4,63 0,63 0

22 Price list available Y X

EXP 3,86 4,75

D1 4 4,25 0,14 ‐0,5

D2 4 3,63 0,14 ‐1,12

23 Ability to join mailing list Y X

EXP 3,25 4,13

D1 3,13 3,5 ‐0,12 ‐0,63

D2 4,25 4,63 1 0,5

Source of Quality Indicators: Griffin, T., Loersch, A. The determinants of quality experiences in an emerging wine region, J. Carlsen & S. Charters (eds), Global Wine Tourism: Research, Management and Marketing, pp. 80 ‐ 91

CARLA SILVA10/2009


109

Table 8

TRANSLATION OF INTERVIEWS – WINERY D1

Positive Negative

_Beautiful view from the winery

_The visit was educational _Was disappointed not to have seen the fermentation process

_Very good infrastructures

_Beautiful scenery

_The building was impeccable

_The infrastructures were very welcoming

_Interesting wine tasting

_Liked the tasting room

_The winery was slightly commercial

_Very enjoyable

_Good wines

_The wineries architecture is impressive

_Interesting visit _ No complaints

_The overall aspect of the winery _Not having shown the production process

_Beautiful views

_Attractive building

_The tour was over very quickly

_Got the impression that the visit was incomplete

_I would have liked to have learnt more about how to taste and appreciate the wine

_Enjoyed the visit _ No negative comments

_ Beautiful views _ Was disappointed not to have seen the fermentation process

_The tasting room is very scenic _Felt like the visit was impersonal

_Excellent infrastructures

_Amazing tasting room

_Good wine

_The visit could have been more in‐depth and longer

_Interesting tour _Dangerous access routes

_Interesting tour

CARLA SILVA10/2009


110

Table 9

TRANSLATION OF INTERVIEWS – WINERY D2

Positive Negative

_The tour guide turned the visit into an educational session.

_I enjoyed being able to view the whole production process.

_I feel I have learnt a lot more on wine.

_The tour guide was very knowledgeable and I have left the winery knowing more on wine

_A very personalized tour

_The infrastructures seemed larger

_Good vintage wines

_Very welcoming.

_Good wines and service.

_The wine was good and the tour guide made herself available to meet our needs.

_The production process was interesting

_I am now more knowledgeable on wine

_This visit taught me on wine quality.

_This visit completed the last.

_I learnt about the production process.

_Enjoyed assisting the production process.

_The highlight was the production process.

_Felt this tour was more complete. _Very difficult and dangerous road routes.

_I liked the visit a lot because I felt I learnt something new.

_Beautiful scenery.

_The tour guide made us raise thoughtful questions, which led us to partake more in the visit

_The tasting room could be improved

_A very welcoming reception

_The visit made me question many things (related to wine)

_During the tasting we remained standing which was very uncomfortable

_Good reception

_Very detailed, in‐depth visit.

_The infrastructures were not that good, in particular the tasting room.

CARLA SILVA10/2009


111


CARLA SILVA10/2009


112


CARLA SILVA10/2009


113


CARLA SILVA10/2009


114


CARLA SILVA10/2009


115


CARLA SILVA10/2009


116

3.6. Convenience Attributes

CARLA SILVA10/2009


117

CARLA SILVA10/2009


118

4. PER

CEPTIONS & BELIEFS

4. Perceptions & Beliefs

∙ Attitude toward the wine brand ∙ Intention to visit the cellar ∙ Wine purchase intention ∙ Probability to recommend the experience

DOURO

CARLA SILVA10/2009


119

On a scale from 0 to 10, respondents were requested to rate their satisfaction level regarding each

winery visit. (= 0 (Very UnSatisfied) to 10 (Very Satisfied)). The overall satisfaction levels for winery visits

D1 and D2 are positive. Both generations demonstrate a minor preference for Winery D2, given the

less structured approach during the visit, and are more likely to return to this winery.

Questions 25, 26 and 28, were placed on a 5 point Likert scale (1=Definitely Won't, 2=Probably

Won't, 3=Probably Will / Probably Won't, 4=Probably Will, 5=Definitely Will).

The mean values are shown in the following Table 10.

Table 10

24 What was your level of satisfaction regarding the winery visit?

Y X

D1 8,63 8,75 ‐0,12 0,12 Dif. Y and X

D2 9,5 9,75 0,87 1 Dif. D2 ‐ D1

25 Will you be recommending this winery to friends and family?

Y X

D1 4,25 4,5 ‐0,25 0,25 Dif. Y and X

D2 4,5 4,5 0,25 0 Dif. D2 ‐ D1

26 What is the likelihood of you returning to visit this particular

winery?

Y X

D1 3,75 4 ‐0,25 0,25 Dif. Y and X

D2 4,5 4,13 0,75 0,13 Dif. D2 ‐ D1

27 To undergo this tour, what price in Euros would you be willing to pay?

Y X

D1 11,25 € 5,00 € 6,25 ‐6,25 Dif. Y and X

D2 13,75 € 5,25 € 2,5 0,25 Dif. D2 ‐ D1

28 In the future, will you be purchasing wine from this winery?

Y X

D1 3,63 4,13 ‐0,5 0,5 Dif. Y and X

D2 4,25 4,13 0,62 0 Dif. D2 ‐ D1

CARLA SILVA10/2009


120

CARLA SILVA10/2009


121

CARLA SILVA10/2009


122

5. M

ODER

ATE

WINE CONSU

MPTION

5. MODERATE WINE CONSUMPTION Winery D1

5.1. Socially Responsible Consumption Communication Activities 5.1.1. Flyer 5.1.2. Video 5.1.3. Survey

DOURO

CARLA SILVA10/2009


123

5. MODERATE WINE CONSUMPTION WINERY D1 5.1. SOCIALLY RESPONSIBLE CONSUMPTION COMMUNICATION ACTIVITIES

Participants visiting Winery D1 had an opportunity to view a 20 minute video outlining the

history of the winery and of Port wine production.

Included in this media session were some brief messages on moderate wine consumption.

This media session is an integral part of all visits.

To emphasize the conveyed messages, and specifically for this group research, a flyer

(illustrated below) highlighting the benefits of a moderate wine consumption lifestyle and

the draw‐backs of excessive alcohol intake was created and given out at the end of the visit,

before the exit survey.

5.1.1. Flyer

CARLA SILVA10/2009


124

5.1.2. Video

The following slides in English

exemplify some of the

messages that were

communicated.

CARLA SILVA10/2009


125

5.1.3. Survey In the Winery D1 exit survey two additional questions were added to evaluate the

participants’ perception of Moderate Wine Consumption communications activities.

All 16 respondents viewed these initiatives as favourable, although the influence on

consumption impacted Generation Y to a greater extent than Generation X, with 50%

of respondents stating that they would consider consuming less wine after these

benefit/draw‐back announcements.

However this finding would need to be reconfirmed at a later stage to better evaluate

and quantify this effect, taking into account alcohol consumption lifestyles.

5.1.3.1 If a wine brand were to promote Moderate Wine Consumption, would you consider this a

positive aspect?


1 Yes 8 100% 8 100%

2 No 0 0% 0 0%

Total 8 100% 8 100%

CARLA SILVA10/2009


126

5.1.3.2 If a brand were to promote Moderate Wine Consumption would this action make you

reflect on your personal wine consumption by consuming…?


1 Less 1 13% 4 50%

2 Same Quantity 7 88% 4 50%

3 More 0 0% 0 0%

Total 8 100% 8 100%

CARLA SILVA10/2009


REFERENCES

CARLA SILVA10/2009


128

ARNOLD, E. (2006). Education: The New Way to Sell Wine, Wine Spectator

(http://www.winespectator.com/Wine/Free/Feature_Teaser_Page?page_id=/Wine/Archives/Show_

Article/0,,5566,00+en‐USS_0FSCC.html), accessed 10 May 2009

CHARTERS, S.; ALI‐KNIGHT, J. (2002) Who is the wine tourist? Tourism Management, 23 (3): pp.311‐

319

CHARTERS, S.; FOUNTAIN, J. (2006). Younger wine tourists: a study of generational differences in the

cellar door experience, Global Wine Tourism: Research, Management and Marketing, pp.153‐122.

DIAS, J. O ENOTURISMO COMO FACTOR DE DESENVOLVIMENTO E INTERNACIONALIZAÇÃO DE UM

TERRITÓRIO

FROST, A. Learning to Love Wine, WineXMagazine Online

http://www.winexmagazine.com/index.php/wine/viewdrink/learning‐to‐love‐wine/

GRIFFIN, T.; LOERSCH, A, (2006) The determinants of quality experiences in an emerging wine region,

Global Wine Tourism: Research, Management and Marketing, pp. 80 ‐ 91

HALL, C. et al (2000). Wine tourism around the world: development, management and markets,

Butterworth‐Heinemann Books. p. 143.

NELSON, B. et al (2008). Capturing the Younger Wine Consumer, Journal of Wine Research,

19(2):pp.123‐141

NICHOLAS, A. (2009) Generational Perceptions: Workers and Consumers, 2009 IABR & TLC

Conference Proceedings, San Antonio, Texas, USA

OLSEN, J. et al (2007). Wine for My Generation: Exploring How US Wine Consumers are Socialized to

Wine, Journal of Wine Research, 18(1): pp. 1‐18

PEW RESEARCH CENTER (2009). Generations Online in 2009,

(http://pewresearch.org/pubs/1093/generations‐online), accessed 10 May 2009.

CARLA SILVA10/2009


129

SHEAHAN, P. (2005). Generation Y: Thriving and surviving with Generation Y at work. Hardie Grant

Books, South Yarra, Australia.

THACH, E. et al (2006). Market segment analysis to target young adult wine drinkers, Agribusiness.

22 (3): pp.307‐322

TRELOAR, P. et al (2004). Wine tourism and the generation Y market: Any possibilities? Creating

Tourism Knowledge, p. 27

TRELOAR, P. et al (2002). An investigation into the significance of relationship marketing on the

young winery tourist. Proceedings of the New Zealand Tourism and Hospitality Research Conference,

New Zealand, 3‐5 December 2002, pp. 128‐185.

WOLF, M; THOMAS, S. (2007) How Millennial, Generation X, and Baby Boomer Wine Consumers

Evaluate Wine Labels Journal of Food Distribution Research, 38(1): pp. 170‐181

CARLA SILVA10/2009


ADDENDUM

CARLA SILVA10/2009


131

FACEBOOK ADVERTISEMENTS

CARLA SILVA10/2009


132

BLOG IN ENGLISH (NAPA VALLEY)

BLOG IN PORTUGUESE (DOURO REGION)

generations x and y - great wine capitals · compensated wine tour. the english ads were targeted...

Documents