Understanding the dynamics and habits characterizing the younger generation of consumers enables companies to improve their offerings by developing products and services suitable for the needs of current and future customers. The global covid-19 pandemic has affected consumption habits, causing profound changes and invalidating predictions made by markets for 2020 and beyond. Some of those changes have survived the coronavirus. The purpose of this study is to investigate the habits of wine consumers, born between the 1980s and the first half of the 2000s, grouped into Generation Y and Generation Z, according to segmentation into generational cohorts. The result makes it possible to outline a profile that characterizes the consumption in the two segments, with the peculiarities and differences that distinguish them. The quantitative method has been chosen for the research, designing a survey, in collaboration with the e-commerce company Winelivery. The questions have been developed within five macro-areas: consumption habits; purchasing channels; information channels; purchase influences; and sustainability. The research found that Generation Y prefers home consumption of medium to medium-high quality wines, which they buy at supermarkets, online, and in wine shops. Millennials follow social media covering wine topics and look for technical information for helping to increase skills. Younger consumers, belonging to Generation Z, drink wine on social occasions and due to their limited spending power, they tend to consume cheaper wines bought mostly in supermarkets. This is a still inexperienced segment that tends to choose basic information provided by other people's recommendations more than social media. Generation Z are environmentally conscious consumers, but most of them do not consider sustainability a prerequisite. Where wine is concerned, Generation Z appeals to e-commerce and social media less than Generation Y. The other differences in consumption habits are mainly due to affordability and different levels of wine expertise.
Comprendere le dinamiche e le abitudini che caratterizzano le giovani generazioni di consumatori consente alle aziende di migliorare la propria offerta sviluppando prodotti e servizi idonei alle esigenze dei clienti, attuali e futuri. La pandemia globale di covid-19 ha inciso sulle abitudini di consumo, apportando profondi cambiamenti che hanno reso vane le previsioni fatte dai mercati per il 2020 e gli anni successivi. Alcuni di quei cambiamenti sono sopravvissuti al coronavirus. L’obiettivo di questo studio è indagare sulle abitudini dei consumatori di vino, nati tra gli anni ‘80 e la prima metà degli anni 2000, raggruppati nella generazione Y e nella generazione Z, secondo la segmentazione in coorti generazionali. Il risultato finale permette di delineare un profilo che caratterizza i consumi dei due segmenti, con le peculiarità e le differenze che li contraddistinguono. Per l’indagine si è scelto il metodo quantitativo, con l’ideazione di un sondaggio, in collaborazione con l’azienda di e-commerce Winelivery. I quesiti sono stati sviluppati all’interno di cinque macroaree: le abitudini di consumo; i canali d’acquisto; i canali d’informazione; le influenze all’acquisto; la sostenibilità. Dalla ricerca è emerso che la generazione Y predilige il consumo casalingo di vini di qualità media o medio-alta, che compra al supermercato, online e in enoteca. I millennials seguono i social media che trattano l’argomento vino e cercano informazioni tecniche che permettono di aumentare le competenze. I consumatori più giovani, appartenenti alla generazione Z, bevono vino in occasioni sociali e lo comprano principalmente al supermercato. La loro disponibilità di spesa è limitata, pertanto tendono a consumare vini più economici. Si tratta di un segmento ancora inesperto, che tende a prediligere informazioni di base fornite preferibilmente da altre persone piuttosto che dai social media. I giovani della generazione Z sono attenti ad un consumo ecocompatibile ma la maggior parte di essi non considera la sostenibilità un requisito indispensabile. Quando si tratta di vino, la generazione Z, ricorre all’e-commerce e ai social media meno della generazione Y. Le altre differenze nelle abitudini di consumo sono dovute principalmente alla disponibilità economica e al diverso livello di competenza in materia.
I consumi e i processi di scelta delle nuove generazioni: il vino per i millennials e la generazione Z.
SANCIU, GABRIELE
2021/2022
Abstract
Understanding the dynamics and habits characterizing the younger generation of consumers enables companies to improve their offerings by developing products and services suitable for the needs of current and future customers. The global covid-19 pandemic has affected consumption habits, causing profound changes and invalidating predictions made by markets for 2020 and beyond. Some of those changes have survived the coronavirus. The purpose of this study is to investigate the habits of wine consumers, born between the 1980s and the first half of the 2000s, grouped into Generation Y and Generation Z, according to segmentation into generational cohorts. The result makes it possible to outline a profile that characterizes the consumption in the two segments, with the peculiarities and differences that distinguish them. The quantitative method has been chosen for the research, designing a survey, in collaboration with the e-commerce company Winelivery. The questions have been developed within five macro-areas: consumption habits; purchasing channels; information channels; purchase influences; and sustainability. The research found that Generation Y prefers home consumption of medium to medium-high quality wines, which they buy at supermarkets, online, and in wine shops. Millennials follow social media covering wine topics and look for technical information for helping to increase skills. Younger consumers, belonging to Generation Z, drink wine on social occasions and due to their limited spending power, they tend to consume cheaper wines bought mostly in supermarkets. This is a still inexperienced segment that tends to choose basic information provided by other people's recommendations more than social media. Generation Z are environmentally conscious consumers, but most of them do not consider sustainability a prerequisite. Where wine is concerned, Generation Z appeals to e-commerce and social media less than Generation Y. The other differences in consumption habits are mainly due to affordability and different levels of wine expertise.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/1969