Segmentation of wine consumers based on level of involvement: a case of Lebanon

Abstract

PurposeThe purpose of this study is to segment Lebanese wine customers based on their level of involvement with wine. It also profiles them on the basis of wine drinking motivations, wine attributes and information sources, wine consumption and purchasing behaviour and socio-demographic characteristics.Design/methodology/approachThe data in the study was collected from the main supermarkets, hypermarkets and special liquor outlets as well as upscale restaurants serving alcohol in the Lebanese capital, Beirut, through a structured questionnaire. Out of 700 people approached, only 498 surveys were collected. After splitting consumers into three different segments: high, moderate and low involvement, the study clearly profiles the groups by employing principal component analysis, ANOVA and chi-square analysis.FindingsAfter splitting consumers into three different groups based on involvement with wine; high, moderate and low, the study clearly identified the differences between groups regarding wine attributes, information sources, purchasing and consumption and socio-demographic characteristics.Originality/valueAlthough there are plenty of studies on the examination of wine consumers in the literature from diverse countries, this is the first study investigating wine consumers based on wine involvement in a Middle Eastern country, Lebanon.

Multidimensional representation of wine drinking experience: Effects of the level of consumers’ expertise and involvement

“…However, HI consumers follow a more holistic approach in which they provide a quality judgement of the sample and focus their judgments in more specific cues as observed by Rahman and Reynolds (2015). This can be related to the fact that they rely on their own knowledge and experience, and also to their interest to be close to experts and thus to be opinion leaders (Koksal, 2021).…”

“…This concept is directly related to the concept of product involvement as defined by Bruwer and Huang (2012): "a motivational state of mind of a person with wine or winerelated activity". For example, high involved (HI) consumers were shown to rely on their own knowledge and experience for wine selection, differently from low involved (LI) who prefer considering recommendations from friends (Koksal, 2021). HI consumers drink wine more often than LI consumers (Rahman & Reynolds, 2015) and consider more product cues such as taste, grape variety or region of origin to infer quality, than LI consumers, that tend to simplify their choice decisions by relying heavily on price as the main factor (Hollebeek et al, 2007).…”

“…HI consumers drink wine more often than LI consumers (Rahman & Reynolds, 2015) and consider more product cues such as taste, grape variety or region of origin to infer quality, than LI consumers, that tend to simplify their choice decisions by relying heavily on price as the main factor (Hollebeek et al, 2007). HI consumers are information seekers because they are specially interested in learning about wine (Cox, 2009), being thus prone to act as opinion leaders (Koksal, 2021). Based on these previous findings we can expect that the level of involvement of consumers with wine would modulate the drivers building the wine consumption experience as observed for wine preference, perceived quality or wine choice.…”

Modelling lifestyle-based segments of Indian wine consumers using the latent profile analysis approach

“…Market segmentation means dividing a market into distinct groups of customers with different characteristics, needs or behaviours and, accordingly, create for each group separate products or marketing mixes (Koksal, 2021). There are several ways to segment a wine market, namely, demographics (age, income, gender, etc.…”

Tendências na indústria vinícola e o perfil consumidor de vinho frente as decisões de compra

“…Os consumidores de baixo envolvimento são mais propensos a utilizar o preço, enquanto os consumidores de alto envolvimento são mais propensos a fazer uso da variedade de uva como uma sugestão de qualidade, no entanto, não encontraram evidências significativamente válidas para a importância decrescente do preço com maior envolvimento. Eles também relataram que os consumidores de alto envolvimento colocam maior ênfase na região vinícola e no estilo do vinho do que os consumidores de baixo envolvimento.A região de origem era mais importante do que o preço nas decisões de compra feitas pelos consumidores altamente envolvidos com o vinho(KOKSAL, 2021).…”