文章基本信息

标题：A Comparison of X, Y, and Boomer Generation Wine Consumers in California
本地全文：下载
作者：Wolf, Marianne McGarry ; Carpenter, Scott ; Qenani-Petrela, Eivis 等
期刊名称：Journal of Agribusiness
印刷版ISSN：0738-8950
出版年度：2005
出版社：Journal of Agribusiness
摘要：This research shows that the wine market in the California is segmented by age. The wine-consumption behavior of the California wine consumer differs between the Generation X consumer and those in Generation Y and Baby Boomers. There are differences in demographics, purchasing attitudes, and purchasing behaviors among wine consumers from different generations. The findings from this research demonstrate that it is increasingly important to develop marketing strategies that are segmented for the target wine consumer. Generation Y are young wine consumers who are especially important for the industry because they offer an opportunity for growththese younger generations are developing tastes now that are likely to last as they age.