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Title: A Comparison of X, Y, and Boomer Generation Wine Consumers in California
Authors: Wolf, Marianne McGarry
Carpenter, Scott
Qenani-Petrela, Eivis
Issue Date: 2005-03
Abstract: This research shows that the wine market in the California is segmented by age. The wine-consumption behavior of the California wine consumer differs between the Generation X consumer and those in Generation Y and Baby Boomers. There are differences in demographics, purchasing attitudes, and purchasing behaviors among wine consumers from different generations. The findings from this research demonstrate that it is increasingly important to develop marketing strategies that are segmented for the target wine consumer. Generation Y are young wine consumers who are especially important for the industry because they offer an opportunity for growth–these younger generations are developing tastes now that are likely to last as they age.
Institution/Association: Journal of Food Distribution Research>Volume 36, Number 01, March 2005
Total Pages: 6
Language: English
From Page: 186
To Page: 191
Collections:Volume 36, Number 1, March 2005

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