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Papers by Jingkun Zhuang
Economic Affairs, 2018
The U.S. wine market has been steadily increasing over the past 15 years. The number of wineries ... more The U.S. wine market has been steadily increasing over the past 15 years. The number of wineries has increased from 2688 in 1999 to 8862 in 2016. About 7% of all those wineries are located in the Mid-Atlantic region, which includes New Jersey, New York, and Pennsylvania. However, competition has been rising as the market is growing. Many foreign wine companies from Europe, South America, and Oceania, are either selling or planning to sell their products to the fast-growing U.S. wine market. It is important to promote local wine industry in the U.S. In this connection, this study has attempted to predict the segment of Mid-Atlantic wine market-based on purchasing behavior, attitudes, and social demographic attributes. A Cluster Analysis used to segment the Mid-Atlantic wine market into four clusters namely Class 1 Detractors, Class 2 Enthusiasts, Class 3 Neutral and Class 4 Advocators. Class 1. Detractors are the cluster that is the most unlikely to buy local wine. Neatly, 67.4% of D...
OF THE THESIS .................................................................................. ... more OF THE THESIS .................................................................................. ii ACKNOWLEDGEMENT ........................................................................................ iv List of Figures ........................................................................................................... vii
Economic Affairs, 2018
The U.S. wine market has been steadily increasing over the past 15 years. The number of wineries ... more The U.S. wine market has been steadily increasing over the past 15 years. The number of wineries has increased from 2688 in 1999 to 8862 in 2016. About 7% of all those wineries are located in the Mid-Atlantic region, which includes New Jersey, New York, and Pennsylvania. However, competition has been rising as the market is growing. Many foreign wine companies from Europe, South America, and Oceania, are either selling or planning to sell their products to the fast-growing U.S. wine market. It is important to promote local wine industry in the U.S. In this connection, this study has attempted to predict the segment of Mid-Atlantic wine market-based on purchasing behavior, attitudes, and social demographic attributes. A Cluster Analysis used to segment the Mid-Atlantic wine market into four clusters namely Class 1 Detractors, Class 2 Enthusiasts, Class 3 Neutral and Class 4 Advocators. Class 1. Detractors are the cluster that is the most unlikely to buy local wine. Neatly, 67.4% of D...
OF THE THESIS .................................................................................. ... more OF THE THESIS .................................................................................. ii ACKNOWLEDGEMENT ........................................................................................ iv List of Figures ........................................................................................................... vii