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WINE CONSUMPTION HABITS AND MOTIVATIONS IN THAILAND: A STUDY OF FOUR GENERATIONS OF WINE CONSUMERS |
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| รหัสดีโอไอ | |
| Creator | Ka Tat Nixon Chen |
| Title | WINE CONSUMPTION HABITS AND MOTIVATIONS IN THAILAND: A STUDY OF FOUR GENERATIONS OF WINE CONSUMERS |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2563 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 12 |
| Journal No. | 2 |
| Page no. | 63-92 |
| Keyword | Baby Boomers, Generation X, Generation Y, Generation C, habits and motivations, wine consumption |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | This study investigated the wine consumption habits and motivations of Baby Boomers, Generation X, Generation Y and Generation C individuals in Thailand. To the best of the author's knowledge, although wine drinking is popular in Thailand, no study has been conducted to analyse and compare the habits and motivations of drinkers. The present study used quantitative and qualitative research methodologies in data collection. The findings showed that Baby Boomers were different from the three other generations in terms of preferences for wine styles, wine producing countries and price ranges. Furthermore, the four generations showed similarities in their motivations towards wine consumption. They considered wine drinking as a means to relax and enhance friendships. However, the Baby Boomers were more meticulous in describing the characteristics and tastes of wine, and they tended to spend time with friends who enjoy drinking wine. Furthermore, the findings demonstrated differences in the wine consumption habits and motivations amongst the four generations compared with their counterparts in Western countries. |
