EnometricsEnometrics XXI: XXI: June 4June 4--7, Lyon, 7, Lyon, FFrance 2014rance 2014

Dr Athina Dilmperi Dr Athina Dilmperi (University of Lincoln, UK)(University of Lincoln, UK)

Prof. Martin Hingley (University of Lincoln, UK)Prof. Martin Hingley (University of Lincoln, UK)

Overview

� Context of Research

� Objective of the research

� Literature review� Literature review

� Proposed model

� Future research

Context of Research

� This study will investigate and seek to determine Greekconsumers’ perceptions of Greek wine.

� Greek wine production raised by 17.5%, national wine salesdeclined by 7% , Greeks are consuming less and opting forcheaper wine. (ELSTAT, 2013)cheaper wine. (ELSTAT, 2013)

� However, the majority of Greek consumers prefer toconsume lower-quality non-bottled wine – 75% of theconsumers buy only non-bottled wine (ICAP, 2010)

� Potential threat to the Greek wine production; since thedomestic market, apart from the exports, plays a significantrole in the consumption

What is Greek non bottled wine

(Χύμα)?

Bag in box (cask wine)

What is Greek non bottled wine

(Χύμα)?Bulk wine

What is Greek non bottled wine

(Χύμα)?

What is Greek non bottled wine

(Χύμα)?Objective of the research� This research will seek to understand consumer acquisition buyer

behaviour and future impact on domestic market development

� This presentation aims to provide the theoretical framework forinvestigation

� Study is at theoretical stage in preparation of collecting data

Research Objectives:

� To understand the reasons for non-bottled wine consumption inGreece

� To create a theoretical model to explain this behaviour

� To test the empirical validity of the model

Literature review (wine)� Our prior research concerning wine:

Wine and Consumer behaviour: Dilmperi and Asteriou (2010);Asteriou, Dilmperi and Siriopoulos (2012)

Wine and place branding: Alamos, Hingley and Bourlakis (2014under review) ‘Involvement’, ‘Interpersonal relationships’; Bregoli,Hingley, Del Chiappa, and Sodano (2014 under review)

Previous research on wine/food

consumption� Food and wine involvement/ core wine experience/

tourism. TPB Sparks (2007)

� Organic food consumption. High/ low involvement/ valuestheory (‘security’, ‘hedonism’, ‘benevolence’). TPB.Aertsens, Verbeke, Mondelaers and Van Huylenbroeck,(2009)(2009)

� Environmently friendly wine. Role of gender/demographics. Blind tasting in follow-up study. TPB.Barber (2012)

� Food and drink memories. Kauppinen-Räisänen,Gummerus and Lehtola, (2013)

� Consumer determinants concerning ‘Cask Wine’: Muellerand Umberger (2009a); Mueller and Umberger (2009b);Chrysochou, Corsi and Krystallis, (2012)

Theory of Planned Behaviour (TPB)

� Explaining and modellingconsumer behaviour/ Theory of planned behaviour (TPB)

� Past behaviour and habits (link to purchase non-bottled wineand ‘memories’ and ‘emotions’

� ‘Interpersonal relations � ‘Interpersonal relations Alamanos, Hingley and Bourlakis (2014 under review) ‘Involvement’, ‘Interpersonal relationships

� Values theory

� High and low Involvement as a moderator

� Demographics

Dilmperi, A. (2013) p.11

Proposed Methodology

Stage 1 Qualitative Research Focus GroupQualitative Research Focus Group

Stage 2 Scale Development

Stage 3 Scale Validation

ReferencesMueller, S. and Umberger, W. (2009a), “Myth busting: who is the Australian cask wineconsumer?”, Wine Industry Journal, Vol. 24 No. 1, pp. 52-8.Mueller, S. and Umberger, W. (2009b), “What drives the Australian cask wine consumer?”,Wine Industry Journal, Vol. 24 No. 2, pp. 44-7.Polymeros Chrysochou, Armando Maria Corsi, Athanasios Krystallis, (2012) "What drives Greek consumer preferences for cask wine?", British Food Journal, Vol. 114 Iss: 8, pp.1072 – 1084Alamos, E., Hingley, M. and Bourlakis, M. “The impact of holidays on UK residents’ food consumption: The case of Greece as tourism destination”, Submitted to Tourism ManagementBregoli, I., Hingley, M., Del Chiappa, G., and Sodano, V. “Challenges in Italian wine routes: managing stakeholder networks”, Submitted to Qualitative Market ResearchDilmperi, Athina and Asteriou, Dimitrios (2010) An econometric examination of the determinants of wine Dilmperi, Athina and Asteriou, Dimitrios (2010) An econometric examination of the determinants of wine consumption in Greece. In: XVII European Association of Wine Economists Conference, 9-12 June, 2010, Palermo.Asteriou, Dimitrios,Dilmperi, Athina and Siriopoulos, Costas (2012) Buying habits for alcoholic drinks: a Greek market research . In: XIX European Association of Wine Economists Conference, 30 May – 2 June 2012 , Coimbra -Viseu. Beverley Sparks (2007) “Planning a wine tourism vacation? Factors that help to predict tourist behavioural Intentions”Tourism Management Vol 28(5), pp. 1180-1192Joris Aertsens, Wim Verbeke, Koen Mondelaers, Guido Van Huylenbroeck, (2009) "Personal determinants of organic food consumption: a review", British Food Journal, Vol. 111 Iss: 10, pp.1140 – 1167Nelson Barber (2012) Consumers' Intention to Purchase Environmentally FriendlyWines: A Segmentation Approach, International Journal of Hospitality & Tourism Administration, 13:1,26-47,Hannele Kauppinen-Räisänen, Johanna Gummerus, Katariina Lehtola, (2013) "Remembered eating experiences described by the self, place, food, context and time", British Food Journal, Vol. 115 Iss: 5, pp.666 - 685