Champagne purchasing: the influence of kudos and sentimentality

A-L Morton; Cheryl J Rivers; S Charters; Wendy Spinks

doi:10.1108/13522751311317567

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Champagne purchasing: the influence of kudos and sentimentality

Journal article

Open access

Peer reviewed

Champagne purchasing: the influence of kudos and sentimentality

A-L Morton, Cheryl J Rivers, S Charters and Wendy Spinks

Qualitative Market Research: An International Journal, Vol.16(2), pp.150-164

2013

DOI: https://doi.org/10.1108/13522751311317567

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Abstract

alcoholic drinks

Australia

champagne

consumer behaviour

kudos

purchase decision variables

sentimentality

Purpose - The purpose of this paper is to investigate the engagement of Australian consumers when buying and drinking Champagne. Design/methodology/approach - The paper identified seven variables a priori that were expected to influence consumers' decisions and then used exploratory interviews to investigate how Champagne consumers were influenced by these. The authors interviewed Champagne marketers, sellers, educators, connoisseurs and aspirational consumers. The interview protocol allowed respondents to identify other variables. Findings - The paper identified two new variables that, inter alia, influence Australian consumers in their Champagne selection. These were the kudos that comes from the people they serve or give it to and their sentimentality about previous experiences of Champagne consumption. The two new variables are the focus of this paper. Research limitations/implications - The exploratory nature of this research means larger studies are needed to confirm the preliminary findings, particularly in other, non Anglo-Saxon cultures. Practical implications - Champagne houses could place greater emphasis on kudos and sentimentality in their marketing campaigns; additionally cultural issues could affect how the two factors operate in different markets. Originality/value - Kudos and sentimentality have not been previously emphasised in the wine consumer behaviour literature.

Details

Title: Champagne purchasing: the influence of kudos and sentimentality
Authors: A-L Morton (Author) - Queensland Rail
Cheryl J Rivers (Author) - University of Wellington, New Zealand
S Charters (Author) - Reims Management School, France
Wendy Spinks (Author) - University of the Sunshine Coast - Faculty of Arts and Business
Publication details: Qualitative Market Research: An International Journal, Vol.16(2), pp.150-164
Publisher: Emerald Group Publishing Ltd.
Date published: 2013
DOI: 10.1108/13522751311317567
ISSN: 1352-2752
Copyright note: Copyright © 2013 Emerald Group Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Organisation Unit: University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99449070502621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Business