User profiling for Chinese super-new generation wine consumers based on improved density peak clustering algorithm
Yumeng Feng,
Weisong Mu,
Yue Li
et al.
Abstract:PurposeFor a better understanding of the preferences and differences of young consumers in emerging wine markets, this study aims to propose a clustering method to segment the super-new generation wine consumers based on their sensitivity to wine brand, origin and price and then conduct user profiles for segmented consumer groups from the perspectives of demographic attributes, eating habits and wine sensory attribute preferences.Design/methodology/approachWe first proposed a consumer clustering perspective ba… Show more
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