Due to the increasing relevance of the Millennial generation in wine consumption, the purpose of this study is to examine the perceptions of Millennial consumers in the Italian wine purchase experience. The aim is to determine the key drivers of this generational cohort’s behaviour within the Italian market, characterized by old and rooted traditions, culture and histories of winemaking. Using the Zaltman Metaphor Elicitation Technique (ZMET), mental maps of 26 Millennial consumers were developed and compared; after this Consensus map was created. Millennials perceive wine as a drink for formal/intimate occasions and, at the same time, they put a strong emphasis on the social dimension of wine consumption. Results show a strategic role of experts and advisors in purchasing situations, the importance of labels and bottles on consumers’ perception of quality and a strategic relevance of tasting, which emerged as the only driver of consumer trust in this research.
The perceptions of millennials in the italian wine purchase experience: an application of the Zaltman metaphor elicitation technique
CIRRINCIONE, ARMANDO;DE SANCTIS, ROBERTA;REA, ANDREA
2012
Abstract
Due to the increasing relevance of the Millennial generation in wine consumption, the purpose of this study is to examine the perceptions of Millennial consumers in the Italian wine purchase experience. The aim is to determine the key drivers of this generational cohort’s behaviour within the Italian market, characterized by old and rooted traditions, culture and histories of winemaking. Using the Zaltman Metaphor Elicitation Technique (ZMET), mental maps of 26 Millennial consumers were developed and compared; after this Consensus map was created. Millennials perceive wine as a drink for formal/intimate occasions and, at the same time, they put a strong emphasis on the social dimension of wine consumption. Results show a strategic role of experts and advisors in purchasing situations, the importance of labels and bottles on consumers’ perception of quality and a strategic relevance of tasting, which emerged as the only driver of consumer trust in this research.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.