from Generation X?

Purpose: The primary aim of this research was to identify the wine consumption behaviour of Generation Y in New Zealand, to explore if differences exist in the wine behaviour of Generation Y in comparison to Generation X, and to seek possible explanations for these differences, in terms of cohort, age and period. Design/methodology/approach: A quantitative survey was conducted with a random sample of residents of Christchurch, New Zealand in 1998 and again in 2008. Three forms of analysis were undertaken: time lag (comparing Gen Y, aged 18-29 in 2008 with Gen X, aged 20-29 in 1998), cross sectional (comparing Gen Y in 2008 with Gen X, aged 30-39 in 2008) and longitudinal (comparing Gen X in 1998 and 2008). Research limitations/implications: The research focused on a relatively small sample within a specific urban New Zealand setting and further application to the country as a whole may be useful. Qualitative research, perhaps using a recall methodology to explore previous consumption behaviour, would help to provide more explanation for the findings. Originality/value of paper: This is the first research project to explore the wine behaviour of Generation Y in a New Zealand context. This research has used a random and representative sample, and has been able to analyse cross-sectional, longitudinal and time lag data for Generation Y and Generation X; an approach that has not previously been used in generational research on wine consumption behaviour and which provides insights not available using one method alone