Wine consumption and purchase habits characterization in the Chillán city, Chile

Nataly Guiñez Cabrera, Edinson Cornejo Saavedra


Strong competitiveness in the wine industry are a matter of permanent concern for wineries, which react producing more sophisticated and higher quality products. Nevertheless, they set aside a relevant aspect such as the market segmentation. This exploratory study shows the wine consumption preferences and behavior of 488 subjects classified per age group in the city of Chillan. The results showed differences in both preferences and behavior in the purchase of alcoholic drinks per consumer’s age. There is also a positive correlation between the reason for consuming wine and the occasions in which wine is drunk. The wine industry should not only run segment marketing strategies but also focus in the test and smell of wine.


Chile; purchase; consumption preferences; wine

Full Text:

PDF (Español)


Australian Bureau of Statistics, ABS (2002). Sales of Australian wine and brandy by winemakers. Paper No. 8504. Australian Government Publishing Service, Canberra.

Bianchi, C. (2015). Consumer brand loyalty in the Chilean wine industry. Journal of Food Products Marketing, 21(4), 442-460.

Bianchi, C., Drennan, J., y Proud, B. (2014). Antecedents of consumer brand loyalty in the Australian wine industry. Journal of Wine Research, 25(2), 91-104.

Casini, L., Corsi A. M., y Goodman, S. (2009). Consumer preferences of wine in Italy applying best–worst scaling. International Journal of Wine Business Research 21, 64-78.

Cerda, A., Alvarado, M., Garcia, L., y Aguirre, M. (2008). Determinants of the competitiveness of Chilean wine exports. Panorama Socioeconómico, 26(37), 172-181.

Chaney, I. M. (2000). External search effort for wine. International Journal of Wine Marketing, 2(2), 5-21.

Euromonitor (2015). Crece consumo de alcohol en Chile en 2015 y tendencia apunta a la se sofisticación. [24/05/2016]. Recuperado de:

Hollebeek, L. D., Jaeger, S. R., Brodie, R. J., y Balemi, A. (2007). The influence of involvement on purchase intention for new world wine. Food and Quality Preference, 18(8), 1033-1049.

Howard R., y Stonier, J. (2001). Marketing wine to generation X: the way ahead. The Australian Grapegrower and Winemaker, (455), 69-71.

Howard, R., y Stonier, J. (2002). Marketing wine to generation X. The Australian and New Zealand Wine Industry Journal, 17(3), 78-82.

Hughson, A., Ashman, H., de la Huerga, V., y Moskowitz, H. (2004). Mind-sets of the wine consumer. Journal of Sensory Studies, 19(2), 85-105.

Lesschaeve, I. (2007). Sensory evaluation of wine and commercial realities: review of current practices and perspectives. American Journal Enology and Viticulture, 58(2), 252-258.

Lockshin, L., y Albisu, L. M. (2006). Introduction to the special issue. Agribusiness, 22(3), 301-306.

Lockshin, L., y Corsi, C. (2012). Consumer behaviour for wine 2.0: A review since 2003 and future directions. Wine Economics and Policy, 1(1), 2-23.

Lockshin, L., y Knott, D. (2009). Boozing or branding? Measuring the effects of free wine tastings at wine shops. International Journal of Wine Business Research, 21(4), 312-324

Lockshin, L., y Hall, J. (2003). Consumer purchasing behaviour for wine: what we know and where we are going. En: Proceedings of the International Wine Marketing Colloquium. Adelaide.

Man Tang, V. C., Tchetchik, A., y Cohen, E. (2015). Perception of wine labels by Hong Kong Chinese consumers. Wine Economics and Policy, 4(1), 12-21.

Mueller, S., Lockshin, L., Saltman, Y. y Blanford, J. (2010). Message on a bottle: the relative influence of wine back label information on wine choice. Food Quality and Preference 21(1), 22-32.

Orth, U. R., y Bourrain, A. (2005). Optimum stimulation level theory and the differential impact of olfactory stimuli on consumer exploratory tendencies. Advances in Consumer Research, 32(1), 613-619.

Organización Internacional de la Viña y el Vino, OIV (2016). World vitiviniculture situation: OIV statistical report on world vitiviniculture.

Ritchie, C. (2009). The culture of wine buying in the UK off trade. International Journal of Wine Business Research, 21(3), 194-211.

Thach, E. C., y Olsen, J. E. (2006). Market segment analysis to target young adult wine drinkers. Agribusiness, 22(3), 307-322.

Torres, J. P., y Kunc, M. H. (2016). Market opportunity recognition in the Chilean wine industry: traditional versus relational marketing approaches. Journal of Wine Research, 27(1), 19-33.

Vásquez-Párraga, A. y Alonso, S. (2000). Antecedents of customer loyalty for strategic intent. En J. Workman, Jr. y W. Perrault (eds), Marketing Theory and Applications (pp. 82-83). Chicago: American Marketing Association.

Vinos de Chile (2012). Estrategia 2020: Mercado Interno. Recuperado el 22 de Marzo de 2016, de:

Vinos de Chile (2014, 30 de Junio). Somos parte de la solución, no del problema: nos gusta el vino porque el vino es Chile. Comisión de Hacienda del Senado de Chile.

Wilson, D. y Riebe, E. (2001). Do wine consumption habits change with age or follow a cohort group? En: Proceedings of the ANZMAC 2002 Conference, Melbourne, Australia, 1691-1696.

Wines of Chile. (2016). Wines of Chile. Recuperado el 22 de Marzo de 2016, de


  • There are currently no refbacks.

Catalogs and Indexes:


Plagiarism analysis by: