A Study on European Millennials Wine Purchasing Behavior and Its Relation to Global Wine Marketing Strategies

Bence Fábián

Student thesis: Master thesis


This paper aims to shed light on the correlation between European millennials’ wine purchase behavior and preferences on global wine marketing strategies in the context of Old World and New World rivalry. Therefore, emphasis is placed on elaborating extrinsic cues within the literature of consumer behavior and putting the competition of Old World and New World wine producing countries into context.
Results of a quantitative research design reveal that the three most significant factors influencing wine purchase decision of the studied customer segment are country of origin, variety and price, which show different causal relationships with the preference on wine marketing strategies. Additionally, the effect of experience on wines as an independent variable extends the research scope, implying different exposure to psychological influences and consequently distinct behavioral responses.
Conclusions are drawn including academic and managerial implications on potential targeting strategies on European Gen Y wine customers in respect of the covered branding approaches, bearing the individual level of wine knowledge in mind as a non-attribute aspect.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
Publication date2020
Number of pages87