Influence of Labelling Features on Purchase Decisions: Exploratory Study into the Generation Z Beverage Consumption Patterns
The growing purchasing power and unique purchase behaviours of Generation Z have captivated the attention of academics, marketers, and researchers, who are keen to understand the nuances of this cohort's consumption patterns. While current studies focus on factors influencing consumer choice...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2024-08-01
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| Series: | Amfiteatru Economic |
| Subjects: | |
| Online Access: | https://www.amfiteatrueconomic.ro/temp/Article_3344.pdf |
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| Summary: | The growing purchasing power and unique purchase behaviours of Generation Z have
captivated the attention of academics, marketers, and researchers, who are keen to understand
the nuances of this cohort's consumption patterns. While current studies focus on factors
influencing consumer choices, we can hardly find studies focusing on understanding the
dynamic interplay between intrinsic and extrinsic cues in influencing consumer behaviour,
specifically in the context of alcoholic beverages like wine. The importance of this study lies in
a deeper investigation into how these factors collectively impact consumer perceptions and
decisions. This study specifically delves into the intriguing domain of their beverage
consumption preferences, offering insightful revelations into their distinct buying habits and
brand inclinations. The main objective of this research is to identify the influence of label
characteristics on the changing buying patterns of Generation Z. Using factor analysis, multiple
correspondence analysis (MCA), and Friedman's test, we have analysed the behaviour of 431
consumers from 2 EU countries. The results revealed "product identity" and "sensory appeal"
as two hidden factors with a significant impact on consumer choice. In particular, sensory
profiles that showcase a reputable brand and highlight distinctive grape varieties, countries of
origin, and wine regions are likely to resonate with young people. Conversely, companies may
be able to de-emphasise information about quality designations and awards to develop a more
youth-focused strategy. Additionally, the MCA results reveal differences in the frequency and
occasions of drinking across gender and place of residence groups. The further research could
focus on a broader spectrum of beverage cross-generational and intercultural preferences considering psychological and social factors that influence purchasing decisions, such as peer
influence, marketing campaigns, or environmental consciousness. |
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| ISSN: | 1582-9146 2247-9104 |