Prestige, Terroir, Pleasure : How Champagne positioning influences young consumers to purchase Champagne instead of other sparkling wines ? / Juliette DELAGARDE / 2021

Titre : Prestige, Terroir, Pleasure : How Champagne positioning influences young consumers to purchase Champagne instead of other sparkling wines ? Type de document : Mémoire Auteurs : Juliette DELAGARDE, Auteur Année de publication : 2021 Importance : 32 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CONSOMMATION ; JEUNE ; REGION ; VIN SECTEUR Résumé : Champagne is a unique sparkling wine which developed a great notoriety around the world but stays in a very competitive market with the development and emergence of other sparkling wines from countries all around the world. To differentiate, Champagne is positioned around three main aspects which are prestige, terroir and pleasure, which participate to the attractiveness of this product and the consumption of it instead of other sparkling wines.Young consumers represents a very interesting segment for the future of Champagne industry thanks to their size, purchasing power, interest to wine, appreciation of social moments and experiences, although they still have a lack of knowledge about it. This paper proposes a framework analyzing the impact of Champagne positioning on young consumer purchasing behaviour of Champagne and sparkling wines and their habits in terms of sparkling wines and Champagne consumption more globally.A quantitative study was conducted with 102 persons to understand the behaviors of french young consumers related to sparkling wines and to answer the question of how the three main aspects of Champagne positioning affects young consumers sparkling wines purchasing behavior, thanks to their characteristics and importance in the consumer mind. The results showed that french young consumers are involved and interested in Champagne with a quite regular frequency and in all occasions. Champagne seems for them to be a particular category of sparkling wine which is more drunk than others and particularly attractive thanks to prestige, terroir and pleasure. Although the three aspects of Champagne positioning were presented important and significant in the Champagne consumption, it was demonstrated that pleasure is the most important aspect of Champagne positioning for young consumers, particularly driven by the taste and conviviality experience it brings to them. Terroir was presented as the second most important reason of consuming Champagne, thanks particularly to the unique characteristics brought by the unique terroir and the historical savoir-faire. The importance of this aspect is accentuated for people with low or no knowledge about sparkling wine and Champagne. Finally, prestige is considered the least important positioning aspect, although a strong influence of reputation in the purchasing decision. Globally, Champagne positioning can be easily used in marketing to touch young consumers, which are the future of Champagne market. Other studies are needed to understand more deeply each aspect of positioning and their perception during decision-making process. Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538599