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Which factors could influence the consumers? response evoked by red wines on milennials?

Research Areas
  • Statistics,
  • Foodstuffs tecnology,
  • Wine,
  • Consumer

Millennials are the demographic group who reached adulthood around the turn of the 21st century. Because of globalization, millennials have changed their alcoholic drinking patterns. Due to this change the wine consumption has decreased in the Spanish young population during the last years. The objective of the study was to determine which aspects may influence the wine consumption of this population cohort. Twelve red wines were evaluated on blind in terms of hedonic and emotional response (15 emotional categories) by 95 millennial consumers (60% female and 40% male). Three main consumers? factors were studied: Wine Involvement (WI), Personality (P) and Gender (G). Consumers were segmented into 3 clusters according to their scores in Wine Involvement Scale: 1) lower WI group (n = 31, range: 33-75); 2) medium WI group (n = 31, range: 76-101); and 3) higher WI group (n = 33, range: 102?138). Regarding the personality, consumers were grouped in four segments according to their personality traits by Big Five Inventory (BFI). A four-way ANOVA followed by Tukey?s HSD test was carried out using liking and emotional responses as a dependent variables, and wine, WI, P and G as independent variables. Differences among wines were found on liking and four emotional categories. The three factors (WI, P and G) had a significant effect on liking and emotional response. Wine Involvement showed an effect on 11, Personality on 12, and Gender on 14 of 15 emotional categories. To conclude, factors such as Wine Involvement, Personality and Gender had an influence on liking and emotional response evoked by red wines on millennials. To reach strategically the interest of young consumers and switch their preferences in the alcoholic drink category towards red wine, wine industry might consider those factors. More studies about those factors should consider other demographics groups to follow-up the wine market trend.
13th Pangborn Sensory Science Symposium. 28 July - 1 August 2019. Edinburgh
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  • Autor: Maria Mora Gijon UPM
  • Autor: Amanda Dupas de Matos Universidad de Pádova
  • Autor: Miguel Ángel Dávila Universidad Politécnica de Madrid
  • Autor: Teresa Briz De Felipe UPM
  • Autor: Carolina Chaya Romero UPM

Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación y Gestión Empresarial