Danner Lukas, Johnson Trent E, Ristic Renata, Meiselman Herbert L, Bastian Susan E P
School of Agriculture, Food and Wine, Waite Research Institute, The University of Adelaide (UA), PMB 1, Glen Osmond 5064, Australia.
Herb Meiselman Training and Consulting Services, Rockport, MA 01966, USA.
Foods. 2020 Dec 3;9(12):1798. doi: 10.3390/foods9121798.
Wine consumer lifestyle segmentation has been widely studied; however, most studies have solely utilised online surveys. This work investigated the impact of context on wine consumer segments' liking and emotions while consuming wines in different environments. Two studies were conducted with regular wine consumers segmented based on their fine wine behaviour using the Fine Wine Instrument. Study 1 ( = 122) investigated the effects of wine variety and product information, and Study 2 ( = 346) the effects of wine quality and consumption context, on hedonic and emotional responses of the segments. Within both studies, three segments were identified and named: Wine Enthusiasts, Aspirants and No Frills. The Wine Enthusiast segment generally liked the wines more and perceived more intense positive emotions when consuming wine compared to the No Frills segment, with the Aspirant's likes and emotion intensities ranging in between. Wine Enthusiasts were more discriminative of their preferred wines and reported stronger positive emotions when tasting higher quality (Study 1) and more complex (Study 2) wines. The consistent results across the two studies showed for the first time that consumer segments, based on lifestyle segmentation, differ in their hedonic and emotional responses towards wine when actually tasting wines, demonstrating that the Fine Wine Instrument has practical implications and can identify wine consumers displaying different wine consumption behaviours.
葡萄酒消费者生活方式细分已得到广泛研究；然而，大多数研究仅使用在线调查。这项研究调查了在不同环境中饮用葡萄酒时，情境对葡萄酒消费者细分群体的喜好和情绪的影响。研究针对根据“精品葡萄酒工具”对优质葡萄酒的消费行为进行细分的普通葡萄酒消费者开展了两项研究。研究1（n = 122）调查了葡萄酒品种和产品信息的影响，研究2（n = 346）调查了葡萄酒质量和消费情境对各细分群体享乐和情感反应的影响。在两项研究中，都识别并命名了三个细分群体：葡萄酒爱好者、追求者和简约型消费者。与简约型消费者相比，葡萄酒爱好者细分群体通常更喜爱葡萄酒，并且在饮用葡萄酒时感受到更强烈的积极情绪，追求者的喜好和情绪强度则介于两者之间。葡萄酒爱好者对他们偏爱的葡萄酒更具辨别力，并且在品尝更高品质（研究1）和更复杂（研究2）的葡萄酒时，报告了更强烈的积极情绪。两项研究的一致结果首次表明，基于生活方式细分的消费者细分群体在实际品尝葡萄酒时，对葡萄酒的享乐和情感反应存在差异，这表明“精品葡萄酒工具”具有实际意义，并且能够识别出表现出不同葡萄酒消费行为的葡萄酒消费者。
