Marketing wines to South African Millennials : the effect of expert opinions on the perceived quality of Pinotage wines

Vannevel, Margaux (2016-03)

Thesis (MAgricAdmin)--Stellenbosch University, 2016.

Thesis

ENGLISH ABSTRACT: Despite South Africa being a wine producing country, South Africa’s wine consumption is relatively low. It will be important for the country’s wine producers to capture the potential of new and emerging markets to sustain its wine industry in the future and to grow domestic consumption. In recent years, Generation Y also known as the Millennial generation, has emerged as one of the most important consumer groups. This generation has substantial purchasing power and is one of the largest groups ever in any modern economy. Due to the size of this segment, it is important to understand their consumer behaviour. Furthermore, while Pinotage is known as the South African grape, little research has been done on the consumer liking and acceptance of Pinotage in South Africa. In order to capture the potential of the emerging Millennial market, it will be important for Pinotage producers to comprehend how they can effectively market Pinotage to the Millennials. One specific marketing tool that can be used to target Generation Y is expert opinions. Therefore, the purpose of this research was to investigate the use of expert opinions as a marketing tool for marketing Pinotage to South African Millennials. The study consisted of sensory hedonic testing to measure the acceptance of different Pinotage wines and a follow-up questionnaire to measure willingness-to-pay. A total of 126 young Millennials took part in the study, of which eventually 101 datasets were used for statistical analysis. Results of this study has confirmed expert opinions as an effective marketing tool to market Pinotage to South African Millennials. While positive expert opinions did not reinforce perceived quality for already generally liked wines, they increased perceived quality for Pinotage wines that were not liked in general. Female Millennials specifically seem to be influenced by expert opinions and packaging. Initial results from the female Millennials show a relative dislike for Pinotage compared to male Millennials when tasting Pinotage blind. However, expert opinions and packaging increased liking significantly for women. Millennials also seem to be willing to pay more for positive expert opinions. However, contrary to hedonic liking, packaging can completely offset the positive effect of expert opinions on the willingness-to-pay. Even more, the negative effect of the packaging can exceed the positive effect of the expert opinion and can decrease liking significantly. Furthermore, the perceived value of Pinotage wines with a screw cap was significantly lower than those with a cork closure. Due to several research constraints, the findings of this research report should be approached with caution and the results are tentative.

AFRIKAANSE OPSOMMING: Alhoewel Suid Afrika ʼn wyn produserende land is, is die wyn verbruik in Suid Afrika relatief laag. Vir die Suid-Afrikaanse wyn produsent is dit belangrik om die potensiaal van nuwe en opkomende markte vas te vang om sodoende die toekoms van die Suid-Afrikaanse wynbedryf asook groei in plaaslike wynverbruik te verseker. In onlangse jare het dit te vore gekom dat Generasie Y, ook bekend as die Millennium generasie, een van die belangrikste verbruikers groepe is. Hierdie generasie het ʼn aansienlike koopkrag en is een van die grootste groepe nog ooit in enige moderne ekonomie. As gevolg van die grootte van hierdie segment, is dit belangrik om hul verbruikersgedrag te verstaan. Verder, alhoewel Pinotage bekend staan as dié Suid-Afrikaanse druif, is daar tot dusver min navorsing gedoen rakende verbruiker voorkeur en die aanvaarding van Pinotage in Suid Afrika. Daarom sal dit vir Pinotage produsente belangrik wees om te verstaan hoe hulle Pinotage effektief aan hierdie millenniums kan bemark om sodoende die potensiaal van die opkomende millennium mark vas te vang. Een spesifieke bemarking instrument wat gebruik kan word om hierdie Generasie Y te teiken is deskundige mening. Die doel van hierdie navorsing is dus om uit te vind of deskundige mening as ʼn bemarkingsinstrument gebruik kan word om Pinotage aan Suid-Afrikaanse Millenniums te bemark. Die studie bestaan uit hedoniese sensoriese toetse om die aanvaarding van verskillende Pinotage-wyne te meet gevolg deur ʼn vraelys wat die bereidwilligheid-om-te-betaal meet. 'n Totaal van 126 jong Millenniums het aan die studie deelgeneem waarvan daar uiteindelik 101 datastelle gebruik is vir statistiese analise. Die resultate van hierdie studie het bevestig dat deskundige mening wel as 'n doeltreffende bemarking instrument gebruik kan word om Pinotage aan Suid-Afrikaanse Millenniums te bemark. Alhoewel positiewe deskundige mening nie die waargenome gehalte van wyne waarvan daar oor die algemeen van gehou is verhoog het nie, het dit wel die waargenome gehalte van wyne waarvan daar in die algemeen nie van gehou is nie, verhoog. Dit blyk dat spesifiek vroulike Millenniums beïnvloed word deur deskundige mening en verpakking. Aanvanklike resultate het getoon dat vroulike Millenniums minder van Pinotage hou in vergelyking met manlike Millenniums wanneer Pinotage blind geproe word. Deskundige mening en verpakking het egter vroue se smaak vir Pinotage aansienlik verhoog. Dit blyk ook dat Millenniums bereid is om meer te betaal vir positiewe deskundige mening. In teenstelling met hedoniese smaak kan verpakking die positiewe uitwerking van deskundige mening heeltemal geneutraliseer wanneer dit kom by die bereidwilligheid-om-te-betaal. Selfs meer, die negatiewe uitwerking van die verpakking kan die positiewe uitwerking van deskundige mening oorskry en sal die smaak aansienlik verminder. Verder is die waargenome waarde van Pinotage wyne met 'n skroefdop aansienlik laer as dié met 'n kurk sluiting. As gevolg van verskeie navorsing beperkings, moet die bevindinge van hierdie navorsing verslag met omsigtigheid benader word en die resultate is tentatief.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/98479
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