Consumer preferences for fungus-resistant grape varieties: an explorative segmentation study in Germany

Abstract

PurposeThe significance of fungus-resistant grape varieties (FRGVs) has markedly increased across the entire value chain in recent years, becoming increasingly pertinent for the wine industry. The study contributes to the theoretical understanding of consumer behaviour in the wine industry through the identification of different clusters and the analysis of their accessibility to the FRGV on the basis of various criteria.Design/methodology/approachA quantitative survey was conducted involving 644 participants that was screened based on socio-demographic factors to ensure representation of the German population. The collected data were analysed using factor and cluster analyses, alongside various multivariate tests, to statistically elucidate similarities and differences between clusters.FindingsIn total, six clusters were examined, each displaying varying responses to and pre-existing knowledge of resistant grape varieties. In general, as one becomes more involved in the world of wine and develops a sustainable and progressive outlook towards innovations in the wine industry, a positive inclination towards resistant grape varieties can be observed.Practical implicationsPractical implications for each cluster were subsequently derived, potentially facilitating the market entry or penetration of wines produced from FRGV. Experts and Quality-averse consumer desire wines from FRGV to have a unique terroir experience, while young casual drinkers interpret them as part of pop culture. LOHAS can be addressed with sustainability-oriented approaches. Price-sensitive consumer expect good qualities in the entry price segment, and Traditionalists can be reached by preserving traditions in a changing environmental context.Originality/valueThis paper fulfils the identified need to investigate consumer preferences for resistant grape varieties.