Wine and Women: A Focus on Feminine Consumption of Wine

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Abstract

Continuous evolution of modern society provides changes in lifestyle and consumption habits,consequently reflecting on food consumption, where we can include the wine.In this context, even for wine there have been changes from the past to today, driving more andmore consumers to think about this product less and less as a beverage and an more as a hedonistic andrefined product. Relationship with wine changed also at generational and social level and women becomeinterested and passionate consumers, aware of its quality; often also with a great role in the wine worldchoosing jobs like wine-sellers, producers, sommeliers or oenologist.Wine by the feminine side means the pleasure of enjoying in a conscious way and to get to know itscharacteristics and match them correctly to the food. Women appreciate and consume wines with adifferent attitude from that of men: more attention to details, matching with food and locations.ObjectThe aim of this paper is to study the characteristics of feminine consumption of wine, highlightingpreferred types of wine (white, red or sparkling wine), the most popular varieties and labels consideredmore attractive in the choice of a wine. In addition, considering that the training and knowledge about thewines could lead to more conscious preferences, we wanted to measure, also, the level of informationabout wines of women interviewed and compare the differences in opinions between women expert inwines and other less experienced.Materials and MethodsWe have preliminarily stratified female consumers of wine depending on age, income andemployment, and we subsequently extracted (using a rational-stratified sampling with random selectionfrom each stratum), a sample of 100 female consumers in Sicily (Southern Italy) to whom we asked tocomplete a questionnaire. The questionnaire was structured into several sections, with closed-endedquestions, in order to learn about aspects related to feminine purchase and consumption habits,sociological characteristics, willingness to pay (hedonic prices), motivational and emotional factors inpurchasing process and knowledge about wines (information and awareness).Results and discussionThe results show what is now the current development trend of wine consumption in the world ofwomen. Women of a more mature age are "frequent consumers" and prefer to drink wine daily with meals,while younger generations are more likely to occasional consumption linked to particular events and preferto drink wine in wine-bar or lounge-bar. For all age strata, unlike what we have always believed, womenprefer red wine to white wines, full-bodied and structured wines, with a particular penchant for localvarieties. In all strata, homogeneous for age, income and occupation, we observed different behavior andpreferences depending on the level of knowledge about wines of respondents. It highlighted thatconsumers make different choices (as regards of type of wine, white or red, variety, price paid, etc.)according to their level of information about wines. A higher culture and information drives preferencestowards high-quality wines, while label design or lower prices become less important.ConclusionFor the same favorites grape varieties or types of wine, quality is overall the factor with the mosthigher influence on preferences for women with a medium-high culture about wines, followed by the visualappearance of labels. While, the first motivation, for the less informed female consumers, is mainly price,followed by labels. The brand mane or reputation of the winery or producer are other factors affecting thech
Lingua originaleEnglish
Numero di pagine0
Stato di pubblicazionePublished - 2014

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