Influence of biological, experiential and psychological factors in wine preference segmentation

G. J. Pickering, John E. Hayes

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

Background and Aims: We sought to determine the influence of selected biological, experiential and psychological variables on self-reported liking and consumption of wine in a sample of 329 Ontario wine consumers. Methods and Results: Cluster analysis revealed three distinct groups, representing plausible market segments: wine lovers; dry table wine likers/sweet dislikers and sweet wine likers/fortified dislikers. These groups differ in level of wine expertise, wine adventurousness, alcohol intake, bitterness from 6-n-propylthiouracil (PROP) and several demographic variables. PROP hypo-tasters (n = 113) and PROP hyper-tasters (n = 112) differed in liking scores for nine of the 11 wine styles [ANCOVA, P(F) < 0.05]. When wines were grouped according to their dominant sensory properties (dry, sweet, carbonation and heat), liking scores for PROP hyper-tasters were higher than those of PROP hypo-tasters for all classes. Scores also varied with age, expertise and gender for some products. Effect sizes (eta-squared) were generally greatest for age, and those for PROP responsiveness were of similar magnitude as those for gender. As expected, wine consumption frequency was higher for men and experts, and increased with age. Conclusions: Age is the most robust and consistent driver of wine liking and intake of the variables examined. Taste phenotype also contributes significantly to variation in wine liking. Significance of the Study: Ontario wine consumers fall into one of three wine liking clusters, which differ in experiential, biological, psychological and demographic features that can be targeted through branding and marketing strategies.

Original languageEnglish (US)
Pages (from-to)154-161
Number of pages8
JournalAustralian Journal of Grape and Wine Research
Volume23
Issue number2
DOIs
StatePublished - Jun 1 2017

Fingerprint

psychosocial factors
wines
propylthiouracil
Ontario
demographic statistics
fortified wines
table wines
carbonation
marketing strategies
gender
bitterness
sensory properties
cluster analysis
markets

All Science Journal Classification (ASJC) codes

  • Horticulture

Cite this

@article{6247fdc452d74c96a411a4b8557861d1,
title = "Influence of biological, experiential and psychological factors in wine preference segmentation",
abstract = "Background and Aims: We sought to determine the influence of selected biological, experiential and psychological variables on self-reported liking and consumption of wine in a sample of 329 Ontario wine consumers. Methods and Results: Cluster analysis revealed three distinct groups, representing plausible market segments: wine lovers; dry table wine likers/sweet dislikers and sweet wine likers/fortified dislikers. These groups differ in level of wine expertise, wine adventurousness, alcohol intake, bitterness from 6-n-propylthiouracil (PROP) and several demographic variables. PROP hypo-tasters (n = 113) and PROP hyper-tasters (n = 112) differed in liking scores for nine of the 11 wine styles [ANCOVA, P(F) < 0.05]. When wines were grouped according to their dominant sensory properties (dry, sweet, carbonation and heat), liking scores for PROP hyper-tasters were higher than those of PROP hypo-tasters for all classes. Scores also varied with age, expertise and gender for some products. Effect sizes (eta-squared) were generally greatest for age, and those for PROP responsiveness were of similar magnitude as those for gender. As expected, wine consumption frequency was higher for men and experts, and increased with age. Conclusions: Age is the most robust and consistent driver of wine liking and intake of the variables examined. Taste phenotype also contributes significantly to variation in wine liking. Significance of the Study: Ontario wine consumers fall into one of three wine liking clusters, which differ in experiential, biological, psychological and demographic features that can be targeted through branding and marketing strategies.",
author = "Pickering, {G. J.} and Hayes, {John E.}",
year = "2017",
month = "6",
day = "1",
doi = "10.1111/ajgw.12266",
language = "English (US)",
volume = "23",
pages = "154--161",
journal = "Australian Journal of Grape and Wine Research",
issn = "1322-7130",
publisher = "Wiley-Blackwell",
number = "2",

}

Influence of biological, experiential and psychological factors in wine preference segmentation. / Pickering, G. J.; Hayes, John E.

In: Australian Journal of Grape and Wine Research, Vol. 23, No. 2, 01.06.2017, p. 154-161.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Influence of biological, experiential and psychological factors in wine preference segmentation

AU - Pickering, G. J.

AU - Hayes, John E.

PY - 2017/6/1

Y1 - 2017/6/1

N2 - Background and Aims: We sought to determine the influence of selected biological, experiential and psychological variables on self-reported liking and consumption of wine in a sample of 329 Ontario wine consumers. Methods and Results: Cluster analysis revealed three distinct groups, representing plausible market segments: wine lovers; dry table wine likers/sweet dislikers and sweet wine likers/fortified dislikers. These groups differ in level of wine expertise, wine adventurousness, alcohol intake, bitterness from 6-n-propylthiouracil (PROP) and several demographic variables. PROP hypo-tasters (n = 113) and PROP hyper-tasters (n = 112) differed in liking scores for nine of the 11 wine styles [ANCOVA, P(F) < 0.05]. When wines were grouped according to their dominant sensory properties (dry, sweet, carbonation and heat), liking scores for PROP hyper-tasters were higher than those of PROP hypo-tasters for all classes. Scores also varied with age, expertise and gender for some products. Effect sizes (eta-squared) were generally greatest for age, and those for PROP responsiveness were of similar magnitude as those for gender. As expected, wine consumption frequency was higher for men and experts, and increased with age. Conclusions: Age is the most robust and consistent driver of wine liking and intake of the variables examined. Taste phenotype also contributes significantly to variation in wine liking. Significance of the Study: Ontario wine consumers fall into one of three wine liking clusters, which differ in experiential, biological, psychological and demographic features that can be targeted through branding and marketing strategies.

AB - Background and Aims: We sought to determine the influence of selected biological, experiential and psychological variables on self-reported liking and consumption of wine in a sample of 329 Ontario wine consumers. Methods and Results: Cluster analysis revealed three distinct groups, representing plausible market segments: wine lovers; dry table wine likers/sweet dislikers and sweet wine likers/fortified dislikers. These groups differ in level of wine expertise, wine adventurousness, alcohol intake, bitterness from 6-n-propylthiouracil (PROP) and several demographic variables. PROP hypo-tasters (n = 113) and PROP hyper-tasters (n = 112) differed in liking scores for nine of the 11 wine styles [ANCOVA, P(F) < 0.05]. When wines were grouped according to their dominant sensory properties (dry, sweet, carbonation and heat), liking scores for PROP hyper-tasters were higher than those of PROP hypo-tasters for all classes. Scores also varied with age, expertise and gender for some products. Effect sizes (eta-squared) were generally greatest for age, and those for PROP responsiveness were of similar magnitude as those for gender. As expected, wine consumption frequency was higher for men and experts, and increased with age. Conclusions: Age is the most robust and consistent driver of wine liking and intake of the variables examined. Taste phenotype also contributes significantly to variation in wine liking. Significance of the Study: Ontario wine consumers fall into one of three wine liking clusters, which differ in experiential, biological, psychological and demographic features that can be targeted through branding and marketing strategies.

UR - http://www.scopus.com/inward/record.url?scp=85011096680&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85011096680&partnerID=8YFLogxK

U2 - 10.1111/ajgw.12266

DO - 10.1111/ajgw.12266

M3 - Article

C2 - 28579910

AN - SCOPUS:85011096680

VL - 23

SP - 154

EP - 161

JO - Australian Journal of Grape and Wine Research

JF - Australian Journal of Grape and Wine Research

SN - 1322-7130

IS - 2

ER -