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.
This item is categorised as follows
- Subject Collection > Business
- Subject Collection > Food & drink > Drinks & juices
- Subject Collection > Food & drink
- Subject Collection > Business > Marketing & product development
This is a brief summary of an item in the OpenFields Library. This free online library contains items of interest to practitioners and researchers in the agricultural and landbased industries.