Wine Market Segmentation in Continental Croatia

Kalazić, Zorislav; Šimić, Mirna Leko; Horvat, Jasna

doi:10.1080/10454446.2010.485097

Cited by 14 publications

(7 citation statements)

References 5 publications

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“…Still wine consumers have been typically segmented with clustering techniques according to behavioural segmentation criteria (e.g., Spawton, 1991;Hall, 1999;Aurifeille et al, 2002;Thomas and Pickering, 2003;Kalazić et al, 2010;Duarte et al, 2010;Liu et al, 2014;Thach and Olsen, 2015) or sociodemographic factors (e.g., Barber et al, 2008;Wolf et al, 2018). Some studies have applied multivariate statistical techniques, such as, for example, those by Di Vita et al (2014) and Kelley et al (2015).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Thomas and Pickering (2003) segmented the New Zealand still wine market into heavy, medium, and light wine purchasers. Kalazić et al (2010) segmented the Croatian still wine market based on purchasing power and brand sensitivity variables. Six consumer groups were identified: prestigious consumers, experts, traditional consumers, hedonists, savers, and modest consumers.…”

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Consumer preferences and purchasing rationales for wine: a multivariate data analysis

Ferreira¹,

Rebelo²,

Lourenço-Gomes³

et al. 2020

New Medit

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The wine market is very heterogeneous and complex, being the knowledge of the behaviour and attitudes of consumers a key tool to design efficient marketing plans, namely in countries that are traditionally wine producers and consumers, such as Portugal. In this country, Port wine is an economic and cultural icon, but, in the last decade, total sales have been decreasing. Despite this trend the domestic consumption has been gaining relevance and therefore a focus to reverse the negative cycle of total sales. The main goal of this paper is to analyse the profile and behaviour of domestic Port wine consumers, identifying homogeneous market segments. For this purpose, an online survey was applied and random sample of 678 Portuguese Port wine consumers was collected. Using multivariate statistical techniques, three profiles of purchasers/consumers emerged: experienced, less experienced and inexperienced consumers. This segmentation shows that Port wine consumers can be grouped according to their involvement with the product, consumption occasion and price they are willing to pay. In addition to the academic contribution of wine market segmentation, the paper provides useful insights to be used in designing marketing plans, both by institutional stakeholders and wineries.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Consumer preferences and purchasing rationales for wine: a multivariate data analysis

Ferreira¹,

Rebelo²,

Lourenço-Gomes³

et al. 2020

New Medit

View full text Add to dashboard Cite

show abstract

“…Also Kalazić et al (2010) used a mixed model; however they combined purchasing power and brand sensitivity in order to segment the wine market in continental Croatia. Riviezzo et al (2011) described four different segments of wine consumers from South Italy.…”

Section: Literature Overviewmentioning

confidence: 99%

Consumer segmentation based on usage of sales channels in the German wine market

Szolnoki

Hoffmann²

2014

International Journal of Wine Business Research

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Purpose – The purpose of this study is to test the segmentation based on the usage of sales channels and to compare the segments with each other in terms of socio-demographic and behavioural characteristics. Design/methodology/approach – This study was conducted using representative data collected in Germany through a face-to-face interview. 2,000 German consumers answered questions towards the usage of different sales channels when purchasing wine as well as socio-demographic and other behavioural questions. A hierarchical cluster analysis was run, to classify the respondents into segments. Findings – The results illustrate the usefulness of this kind of segmentation and show significant differences between the six consumer groups: discount-customers, food-retail-customers, supermarket-customers, cellar-door-customers, wine-store-customers and multichannel-customers. These segments differ in their socio-demographic as well as in their behavioural structure. Furthermore, the six segments could be split into two groups depending on their average purchase value: a basic group and a premium group. Practical implications – This segmentation provides an analysing tool for the German retailers, which is able to identify the loyal and potential consumers of the different sales channels. Originality/value – This segmentation was conducted using the purchase activity of German consumers in different sales channels. This segmentation approach has been never used to identify, describe and classify wine consumers.

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“…Other studies concentrate on behavioural values of consumption and purchasing (Thomas and Pickering, 2003; Martínez et al , 2006; Geraghty and Torres, 2009; Szolnoki and Hoffmann, 2014; Olsen et al , 2014). Thomas and Pickering (2003: 134) state, “Product purchase is an acceptable behavioural form by which markets can be segmented.” Kalezić et al (2010) adds that wine buying and consumption behaviour is very complex; therefore, many segmentation techniques can be adequate in research works. Thomas and Pickering (2003) separated light, medium and heavy purchasers based on the monthly average wine purchase of respondents.…”

Section: Literature Reviewmentioning

confidence: 99%

Towards quality consumption

Hlédik

Harsányi

2019

IJWBR

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Purpose Hungarian wine culture has been developing steadily over the past decades. The number of wineries offering quality wine is growing as consumer interest in quality consumption increases. The purpose of this paper is to study the segmentation of the Hungarian wine consumers based on their purchase habits and preferences to identify how this shift towards quality consumption is represented in these segments. Design/methodology/approach An online survey was conducted in Hungary. Nearly 28,000 consumers filled in the questionnaire. The TwoStep Cluster analysis could handle the large database and variables measured on different measurement scales. Findings The growing interest towards quality wine in the market is reflected in the study’s segmentation results. The large sample size made it possible to identify a special Hungarian wine consumer group, which has different buying habits than traditional wine consumer segments. Four segments were evolved: ordinary wine consumers, unsophisticated wine consumers, wealthy wine-experts and open-minded consumers. The last two segments seem to be the most valuable groups for high-quality wine producers. Originality/value The sample size allowed a relatively novel segmentation, whereby the preferences and purchasing habits of smaller, high-quality wine consumer groups became measurable.

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Wine Market Segmentation in Continental Croatia

Cited by 14 publications

References 5 publications

Consumer preferences and purchasing rationales for wine: a multivariate data analysis

Consumer preferences and purchasing rationales for wine: a multivariate data analysis

Consumer segmentation based on usage of sales channels in the German wine market

Towards quality consumption

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