DIFFERENT DRINKERS – DIFFERENT DESIRES : A REVIEW OF SEGMENTATION IN WINE MARKETING RESEARCH

Authors

  • René C. G. Arnold PhD student at the University of Edinburgh
  • Ruth Fleuchaus Professor for Wine Business Administration at the Heilbronn University

Keywords:

wine, segmentation, consumer demographics, consumer involvement, consumer Life-style

Abstract

This article aims to provide a comprehensive summary of segmentation research in wine marketing. It compares different approaches for segmentation and tries to find similarities between the different approaches, thus offering a common base for further research. In addition to a content based analysis, the paper also offers a quantitatively based part showing the broad development of segmentation research for wine marketing purposes. The authors try to integrate as many consumer groups as possible into the wine consumer segmentation established by Spawton (1991). The authors draw concluding implications for further research in this area.

Published

2023-01-08

How to Cite

René C. G. Arnold, & Ruth Fleuchaus. (2023). DIFFERENT DRINKERS – DIFFERENT DESIRES : A REVIEW OF SEGMENTATION IN WINE MARKETING RESEARCH. COMMUNICATION & MANAGEMENT, (1). Retrieved from https://journaleska.com/index.php/cm/article/view/7970

Issue

No. 1 (2008): CM

Section

Articles