Grape grower and winery relationships: a segmentation approach

Somogyi, Simon (2013) Grape grower and winery relationships: a segmentation approach. International Journal of Wine Business Research, 25 4: 252-266. doi:10.1108/IJWBR-03-2012-0010


Author Somogyi, Simon
Title Grape grower and winery relationships: a segmentation approach
Journal name International Journal of Wine Business Research   Check publisher's open access policy
ISSN 1751-1062
1751-1070
Publication date 2013
Sub-type Article (original research)
DOI 10.1108/IJWBR-03-2012-0010
Volume 25
Issue 4
Start page 252
End page 266
Total pages 15
Place of publication Bingley, W Yorks, United Kingdom
Publisher Emerald Group Publishing
Collection year 2014
Language eng
Formatted abstract
Purpose – This paper aims to discuss a study that investigated the relationship between grape growers and wineries in Australia. The results of the study led to the formulation of market segments which provided a better understanding of the relationship.

Design/methodology/approach – Quantitative data were collected through an online survey, distributed to grape growers in all states of Australia. A total of 396 valid responses were obtained.

Findings – Cluster analysis highlighted three segments based on relational variables such as relationship quality and power and details of the grape growers' business and trading relationships. The paper showed that grape growers attained higher levels of relationship quality and power if they resided in cool climate wine regions, had short-term relationships with wineries and were in relationships with small and medium enterprise (SME) wineries. The paper also highlighted the interaction of relational variables and the price that a grower received for their grapes.

Research limitations/implications – The research was limited in terms of its geographic context. Future research could involve a wider geographic study based on the constructs used in this research and also focus on the winery perspective of the relationship in order to gain a dyadic perspective.

Practical implications – The Australian wine industry is experiencing difficult economic conditions. The paper has highlighted relationships that may not be sustainable and certain growers that may require assistance from government and wine industry peak bodies.

Originality/value
– This paper presents a quantitative exposition of Australian grape grower and winery relationships that takes into account relational variables and trading and business details.
Keyword Surveys
Segmentation
Grape grower
Winery
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: School of Agriculture and Food Sciences
Official 2014 Collection
 
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Created: Tue, 26 Nov 2013, 10:08:43 EST by Dr Simon Somogyi on behalf of School of Agriculture and Food Sciences