Understanding Psychological Profiles of Different Segments of Wine Consumers in Australia

A study which seeks to characterise pre-defined consumer segments in the Australian wine market in order to benefit marketing strategy within the wine industry.

Year of Publication1999

Spawton segmented wine-market customers into four groups: connoisseurs, aspirational drinkers, beverage wine consumers and new wine drinkers. These four segments were empirically tested in this study which involved a randomly selected sample of 192 respondents. Spawton’s segments were validated with minor modifications. To better understand the segments a psychological profile of each was conducted using a stepwise multiple regression analysis. This study offers an understanding of the values of different wine consumers that has practical marketing implications.

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