Marketing implications from a behaviourism perspective of consumption dynamics and socio-demographics of wine consumers

Purpose The purpose of this paper is to facilitate a better understanding of the insights provided by adopting a behaviourism perspective of the socio-demographics, consumption dynamics and retail channel patronage of wine consumers and the potential marketing implications these have. Design/methodology/approach Systematic random sampling yielded 811 surveys of wine consumers collected at households across Australia’s three main consumption metropoles. A hierarchical multiple regression model is used to test the predictive ability of the socio-demographical variables, gender and age, on personal wine consumption. Findings Specific differences exist in the consumption behaviour and wine type preferences of males and females, and between generational cohorts, specifically Millennial and older consumers. There are gender significant differences in wine type consumption, which in turn is moderated by not only the “classical” socio-demographic variables, but also the retail outlet types preferred for product purchase. Younger Millennial females place more importance on external choice cues in making their buying decision than males. The gender and age generation socio-demographic variables are not strong predictors of personal wine consumption. Practical implications Opportunities exist for niche-marketed brands targeted at specific segments such as young females and this study highlighted their specific needs and consumer behaviour dynamics. Originality/value This study illustrates through carefully executed wine consumer behaviour research, directed by questioning from the extant literature, how information derived from a behaviourism perspective can intelligently inform marketing strategies. In the process, it also provides “baselines” for future research.