Cluster Analysis of Wine Market Segmentation-A Consumer Based Study in the Mid-Atlantic USA (original) (raw)

One size does (obviously not) fit all: Using product attributes for wine market segmentation

Wine Economics and Policy, 2017

The intense competition affecting the wine industry in recent decades has forced wineries and retailers to reshape their marketing strategies on the basis of consumer preferences. The current study aims to identify such preferences and the effects they might have in influencing consumer decisions. Preferences for different wine attributes as well as the psychographic traits of respondents were revealed through a web-based questionnaire administered to 504 wine consumers living in the wider metropolitan area of New York. Best-worst scaling (BWS) was used to detect consumer preferences for eleven wine attributes. Based on individual best-worst scores, a latent class segmentation analysis was implemented to classify consumers into four segments on the basis of psychographic characteristics such as involvement, subjective knowledge, innovativeness and loyalty proneness. The four segments identified (i.e. experientials, connoisseurs, risk minimizers and price-sensitive) differ significantly in terms of their preferences towards wine and psychographic characteristics, suggesting that a mass marketing approach is no longer suitable. Accordingly, managers need to adapt their marketing strategies to meet the preferences of different target groups. The results provide broad implications for marketers, wineries and retailers interested in successfully targeting consumers in a highly competitive market.

Linking Wine Consumers to the Consumption of Local Wines and Winery Visits in the Northern Appalachian States

Wineries in the Northern Appalachian states have expanded significantly over the past 10 years, however, marketing still presents challenges in this globally competitive industry. We explore the linkages between general wine consumption and winery tourism. A market segmentation model is applied to local wine purchases and winery visit behavior. In this four state study of 1,609 wine consumers in Pennsylvania, Ohio, Kentucky, and Tennessee we provide insights into local wine purchasing differences among core, mid-level, and periphery wine consumers. We analyze the determinants of trying local wine and visiting local wineries. Finally, we examine differences in post-winery visit behavior. Our results suggest that the frequency of wine consumption and increase in wine knowledge positively influence the decision to try a local wine and visit a local winery.

Segmentation of the Romanian Wine Market: An Exploratory Study

2006

French companies in the wine industry are facing a decline in demand on their domestic market and an increasing competition on their traditional export markets. A solution for French companies could be to seek new outlets. Eastern and Central European countries, because of their fast economic growth and of the recent evolution of their consumption modes, are very attractive market targets. In order to better understand these emerging markets, this article analyses wine consumption using a sample of consumers of the area of Banat in Romania. From data collected using a questionnaire, it aims describing and identifying the principal characteristics and determinants of this consumption and proposes a market segmentation. With this intention, we use two different approaches of market segmentation (one-dimensional and multidimensional) based on socio-economic and behavioral criteria. We obtain five segments which are different by the importance given to various product characteristics an...

Segmenting the Nigerian Wine Market Using a Combination of Segmentation Methods

Abstract The study investigated consumers in an emerging wine market with a view to gain an understanding of how to serve them best. The main objective of the study was to segment the consumers into serviceable groups using a combination of psychographic, socio-demographic and behavioural characteristics. A validated questionnaire was used to collect usable data from 487 respondents that represented ‘purposive and convenience’ sample from six major cities of Southern Nigeria. Data analysis was done using Strata 12 software. Principal component analysis method of factor analysis was carried out followed by reliability test. Cluster analysis was used to segment the consumers. The cluster analysis indicated three main groups of wine consumers in Nigeria. Cluster 1 showed characteristics of greenhorn wine consumers. They represent 50.1% of the consumers. Members in this segment will seek knowledge assistance about wine to make effective buying and consumption decisions. They require knowledge of taste, price and stores and the provision should be part of the marketing strategy for the group. Cluster 2 represented 44.8% of the consumers and were referred to as enthused wine consumers. They enjoy wine related activities and promote their social self-image. They require more information about wine use than how to make purchase choices. Cluster 3 members were only 5.1% of the surveyed respondents and were referred to as die-hard wine consumers. They use the consumption and wine related activities to promote and signal their social image. They desire more information that promote consumption of different varieties of wine. Market segmentation studies assist marketers in product advertisement, new product development, brand differentiation and niche marketing strategies.

A profile of the wine consumer in California

2000

This research shows that the wine market in the United States is segmented. The demographics and wine consumption behavior of the California wine consumer differs ffom the national consumer.

Market Segment Analysis to Target Young Adult Wine Drinkers

Consumer segmentation in the wine industry takes on many forms: demographic, geographic, behavioral, and others+ In the United States, one of the most promising new demographic segments is the Millennial or Echo Boomer segment, which is being targeted by many consumer industries due to its size and buying power+ For the wine industry, this group currently fits the legal drinking age range of 21 to 28+ This empirical study describes the perceptions and attitudes of 108 Millennials regarding wine and what the wine industry can do to better market to them in a responsible manner+ Results indicate that there is a need for greater wine advertising to this group utilizing fun, social, and relaxed settings; more innovative packaging and labels; a focus on "value" wines; as well as taste enhancements and environmental emphasis+ @EconLit citations: M310#+ . Liz holds a doctorate in Human Resource Development from Texas A&M University, an MA in Organizational Communication and Management from Texas Tech University, and a BA in English from College of Notre Dame in Belmont, CA. Her areas of expertise include human resource management, leadership development, wine business strategy, training and organization development, and change management. She currently has over 18 years experience, including management and executive positions with Compaq, AT&T Broadband, Amoco, and Texas Instruments, as well as numerous consulting and teaching experiences in the wine industry. She has worked in over 15 countries, and has published over 50 articles, three book chapters, and