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

New Medit ◽  
2020 ◽  
Vol 19 (4) ◽  
Author(s):  
Carla Ferreira ◽  
João Rebelo ◽  
Lina Lourenço-Gomes ◽  
Elisete Correia ◽  
Philippe Baumert ◽  
...  
Keyword(s):  
Market Segmentation ◽  
Online Survey ◽  
Consumer Preferences ◽  
Port Wine ◽  
Multivariate Statistical ◽  
Product Consumption ◽  
Negative Cycle ◽  
Wine Market ◽  
Institutional Stakeholders ◽  
Total Sales

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.

The Chinese wine market: a market segmentation study

2014 ◽  
Vol 26 (3) ◽  
pp. 450-471 ◽  
Author(s):  
Hong Bo Liu ◽  
Breda McCarthy ◽  
Tingzhen Chen ◽  
Shu Guo ◽  
Xuguang Song
Keyword(s):  
Market Segmentation ◽  
Online Survey ◽  
Consumer Behaviour ◽  
Internet Survey ◽  
Brand Positioning ◽  
Convenience Sample ◽  
Content Type ◽  
Benefit Segmentation ◽  
Chinese Wine ◽  
Wine Market

Purpose – The purpose of this paper is to examine how the Chinese wine market can be meaningfully segmented and to explore marketing implications for the Australian wine sector. Design/methodology/approach – The research is descriptive in nature, using an online survey to collect quantitative data on wine consumer behaviour. A total of 407 responses were obtained. Data analysis included descriptive analysis (frequency distributions) and cluster analysis. Findings – The research identifies three clusters of wine consumers: “the extrinsic attribute-seeking customers”, “the intrinsic attribute-seeking customers” and “the alcohol level attribute-seeking customers”. These groups of consumers were categorised using a behavioural (benefit) segmentation base. Research limitations/implications – The use of an internet survey and convenience sample limits generalisation of the findings. The adoption of a behavioural basis in conducting the segmentation is a limitation. The use of more complex segmentation bases, such as psychographics, may yield a richer understanding of the Chinese wine consumer in future studies. Practical implications – The customer profiles provide Australian wine marketers with an insight into Chinese wine consumer behaviour. Brand positioning can be improved by ensuring that the brand emphasises certain product attributes which the segments value when choosing wine. Originality/value – Little previous research on market segmentation has been conducted in mainland China. For Australian wine marketers, this study provides a baseline study into market segmentation and may assist with targeting and brand positioning decisions.

scholarly journals Using Market Segmentation Analysis to Identify Consumer Preferences for Fresh Peach Attributes

HortScience ◽  
2018 ◽  
Vol 53 (11) ◽  
pp. 1664-1668 ◽  
Author(s):  
Ruchen Zhou ◽  
Chengyan Yue ◽  
Shuoli Zhao ◽  
R. Karina Gallardo ◽  
Vicki McCracken ◽  
...  
Keyword(s):  
Market Segmentation ◽  
Choice Experiment ◽  
Online Survey ◽  
Latent Class ◽  
Consumer Preferences ◽  
The United States ◽  
Peach Fruit ◽  
Segmentation Analysis ◽  
Heterogeneous Preference ◽  
Latent Class Logit

Consumer preferences for attributes of fresh peach fruit in the United States are largely unknown on a national basis. We used a choice experiment to explore market segmentation based on consumer heterogeneous preference for fruit attributes including external color, blemish, firmness, sweetness, flavor, and price. We collected the data using an online survey with 800 U.S. consumers. Using a latent class logit model, we identified three segments of consumers differing by different sets of preferred quality attributes: experience attribute-oriented consumers, who valued fruit quality (48.8% of the sample); search attribute-oriented consumers, who valued fruit appearance (33.7% of the sample); and balanced consumers, who considered search attributes and experience attributes but who valued each in a balanced way (17.5% of the sample). Each group demonstrated differentiated demographics and purchasing habits. The results have important marketing implications for peach breeders and suppliers.

Consumer wine knowledge: components and segments

2018 ◽  
Vol 30 (3) ◽  
pp. 277-291 ◽  
Author(s):  
Debbie Ellis ◽  
Albert Caruana
Keyword(s):  
Market Segmentation ◽  
Online Survey ◽  
Future Research ◽  
Consumer Knowledge ◽  
Content Type ◽  
Subjective Knowledge ◽  
Marketing Segmentation ◽  
Marketing Activities ◽  
Wine Market ◽  
Quantitative Descriptive

Purpose What consumers know about a product affects many aspects of their behaviour and is particularly important for marketers to understand when it comes to developing marketing strategy. The purpose of this paper is to understand the components of consumer knowledge of wine and to investigate these as a potential basis for wine market segmentation and targeting. Design/methodology/approach A quantitative, descriptive research design is adopted. An online survey consisting of three sections, measuring objective knowledge, subjective knowledge and classificatory variables, was developed and fielded, and data were collected from US wine consumers via Amazon.com’s MTurk platform. The psychometric properties of the measures used were determined, and a two-dimensional segmentation typology was developed. Findings The study supported the positive relationship between objective and subjective wine knowledge, while the combination of the two components led to the identification of four groups of consumers titled: neophytes, snobs, modest and experts. Practical implications In a market that is highly fragmented, consumer knowledge about wine has been shown to provide a useful basis for wine market segmentation allowing for different marketing activities to target the four groups identified. Originality/value While other research has considered either objective or subjective knowledge on its own, this study’s major contribution is the investigation of the wine consumer segments on the basis of the combination of objective and subjective consumer knowledge. A consumer knowledge type grid is developed that has implications for marketing segmentation and targeting. Implications of this new typology for future research are identified.

scholarly journals Market Segmentation of Leisure Boats Exhibited in the Boat Show by Using Multivariate Statistical Techniques

Pomorstvo ◽  
2020 ◽  
Vol 34 (2) ◽  
pp. 291-301
Author(s):  
Alper Kılıç ◽  
Emrah Akdamar
Keyword(s):  
Market Segmentation ◽  
Consumer Preferences ◽  
Marketing Strategies ◽  
Scaling Analysis ◽  
Multidimensional Scaling Analysis ◽  
Multivariate Statistical ◽  
Basic Parameters ◽  
Benefit Cost ◽  
Cost Factors ◽  
Intended Use

The aim of this study is to segment recreational boats according to their basic parameters in order to develop marketing strategies and to investigate the benefit/cost factors in consumer preferences across segments. For this purpose, 69 recreational boats under 10 meters exhibited at the Istanbul Boat Show were clustered using basic parameters. In the study, in which hierarchical clustering and multidimensional scaling analysis were used, the boats were divided into four clusters and these results were intended to create an input in the marketing strategies of the boats. These clusters are labelled from the lowest segment to the highest segment, A, B, C and D in ascending order. Based on the calculated averages of these segments for five variables, their intended use is introduced. This segmentation provides guiding findings in different areas such as marketing, advertising and production strategies from the arrangement of the boats within the fair. In addition, alternative actions have been determined for both the customer and the seller by revealing the costs to be incurred in the event that customers prefer different segments.

scholarly journals Domain-specific market segmentation: a wine-related lifestyle (WRL) approach

2017 ◽  
Vol 29 (1) ◽  
pp. 4-26 ◽  
Author(s):  
Johan Bruwer ◽  
Brigitte Roediger ◽  
Frikkie Herbst
Keyword(s):  
South African ◽  
Market Segmentation ◽  
Cultural Context ◽  
Specific Product ◽  
Content Type ◽  
Research Instrument ◽  
Domain Specific ◽  
Product Consumption ◽  
Wine Market ◽  
First Time

Purpose The purpose of this paper is to illustrate the use of a domain-specific research instrument (the wine-related lifestyle (WRL)) to determine the different lifestyle-related wine market segments in a country and compare the findings cross-culturally. Design/methodology/approach The research instrument included 48 psychographic activities, interests and opinions (AIO) statements, plus socio-demographic, product consumption and purchasing questions. A final sample of 376 South African wine consumers was utilised, whereon exploratory and confirmatory factor analysis, combined with Hough’s Euclidean test, were applied to determine the existence of clusters (segments), assign descriptions to them, and link these to product consumption data. Findings Five wine segments recurred when comparing wine market segmentation studies cross-culturally. This means that cross-culturally, similar types of people drink wine with similar AIOs towards wine. In the South African market, four of these segments were identified. Research limitations/implications This study achieved a robust lifestyle-based market segmentation algorithm which can be used by researchers in different country environments for wine as a domain-specific product. Originality/value The contribution of this research is threefold in that it tested the WRL instrument in a cross-cultural context which is the first time this has been done; in the process it interpreted the wine consumer segments in South Africa for the first time; using a WRL-based (AIO) approach. The study demonstrated that market segmentation based on psychographic (lifestyle) behaviour is strengthened when supported by two additional segmentation methods, namely, socio-demographics and product involvement (purchasing and consumption).

scholarly journals Consumer Preferences and Willingness to Pay for Potting Mix with Biochar

Energies ◽  
2021 ◽  
Vol 14 (12) ◽  
pp. 3432
Author(s):  
McKenzie Thomas ◽  
Kimberly L. Jensen ◽  
Dayton M. Lambert ◽  
Burton C. English ◽  
Christopher D. Clark ◽  
...  
Keyword(s):  
Willingness To Pay ◽  
Online Survey ◽  
Product Information ◽  
Consumer Preferences ◽  
Market Potential ◽  
Marginal Costs ◽  
Consumer Demographics ◽  
Market Shares ◽  
Potential Market ◽  
Dedicated Energy Crops

Biochar is a co-product of advanced biofuels production from feedstocks including food, agricultural, wood wastes, or dedicated energy crops. Markets for soil amendments using biochar are emerging, but little is known about consumer preferences and willingness to pay (WTP) for these products or the depth of the products’ market potential for this product. This research provides WTP estimates for potting mix amended with 25% biochar, conditioned on consumer demographics and attitudes about product information labeling. Data were collected with an online survey of 577 Tennessee home gardeners. WTP was elicited through a referendum contingent valuation. Consumer WTP for an 8.81 L bag of 25% biochar potting mix is $8.52; a premium of $3.53 over conventional potting mix. Demographics and attitudes toward biofuels and the environment influence WTP. Biochar amounts demanded are projected for the study area’s potential market. Optimal prices, profits, and market shares are estimated across different marginal costs of producing biochar potting mix.

scholarly journals Consumer preferences for meat products blended with plant-based 1 proteins in Germany

2020 ◽  
Author(s):  
Adriano Profeta ◽  
Marie Baune
Keyword(s):  
Online Survey ◽  
Consumer Preferences ◽  
Meat Product ◽  
Meat Products ◽  
Meat Consumption ◽  
Sustainable Food ◽  
Consumption Behaviour ◽  
Meat Substitute ◽  
Daily Diet ◽  
Social Environmental

High levels of meat consumption are increasingly being criticised for ethical, environmental, andsocial reasons. Plant-based meat substitutes have been identified as healthy sources of proteinin comparison to meat. This alternative o?ers several social, environmental and health benefitsand may play a role in reducing meat consumption. However, there has been a lack of researchon how specific meat substitute attributes can influence consumers to replace or partially replacemeat in their diets.Research demonstrates that in many countries consumers are highly attached to meat.They considerit as an essential and integral element of their daily diet. For these consumers which arenot interested in vegan or vegetarian alternatives to meat, so-called meathybrids could be a lowthresholdoption for a more sustainable food consumption behaviour. In meathybrids only afraction of the meat product (e.g. 20% to 50%) is replaced with plant-based proteins.In this paper, the results of an online survey with 500 German consumers are presented with focuson preferences and attitudes relating to meathyrids. The results show that more than fifty percentof consumers substitute meat at least occasionally. Thus, about half of the respondents reveal aneligible consumption behaviour in respect to sustainability and healthiness to a certain degree.Concerning the determinants of choosing either meathybrid or meat it becomes evident that thehighest e?ect is exerted by the health perception. The healthier meathybrids are perceived, thehigher is the choice probability. Thus, this egoistic motive seems to outperform altruistic motiveslike animal welfare or environmental concerns when it comes to choice for this new productcategory

The effect of taxes, similar financial liabilities and demographic variables on Turkey's table wine market: a survey

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ayse Nil Tosun ◽  
Ayfer Ezgi Yilmaz
Keyword(s):  
Resource Utilization ◽  
Online Survey ◽  
Value Added ◽  
Demographic Variables ◽  
Online Questionnaire ◽  
Heavy Load ◽  
Wine Production ◽  
Content Type ◽  
Wine Market ◽  
Support Fund

PurposeThis study examines the effect of taxes, similar financial liabilities, and demographic variables such as respondent age, company age, and field of operation on the table wine market in Turkey.Design/methodology/approachAn online survey was conducted on the wine producers and importers via SurveyMonkey. Thirty-six survey questions were answered using a five-point Likert scale. The responses obtained from 51 owners and administrators of wine companies were analyzed using the Statistical Package for the Social Sciences 23 program.FindingsExcise and value-added taxes affected the amount and price of table wine production in Turkey, whereas the banderole affected quality and price. The excise tax, value-added tax, banderole, Resource Utilization Support Fund, customs duty, and authorizations also affected the amount, quality and price of table wine imports. Although financial liabilities such as the banderole, Resource Utilization Support Fund and authorizations required for import do not constitute a heavy load on wine costs, they do have similar effects as other taxes on table wine imports.Research limitations/implicationsA limitation of this study was its sample size. Only 51 individuals responded, as it was an online questionnaire. However, this did not compromise the representativeness of the sample with regard to the company's field of operation (production and import of table wine), lending credibility to the opinions provided.Originality/valueThis study establishes that, contrary to popular belief, decisions regarding wine production and import are not solely affected by a heavy tax burden. Other factors, such as the banderole, Resource Utilization Support Fund, ages of companies and respondents and authorizations required for import, which are not viewed as a heavy burden in monetary terms, also prove to be decisive.

scholarly journals The Influence of Bottle Design on Perceived Quality of Beer: A Conjoint Analytic Study

Beverages ◽  
2020 ◽  
Vol 6 (4) ◽  
pp. 64
Author(s):  
Styrmir Gislason ◽  
Simon Bruhn ◽  
Alexander M. Christensen ◽  
Mikkel T. Christensen ◽  
Mette G. Hansen ◽  
...  
Keyword(s):  
Online Survey ◽  
Consumer Preferences ◽  
Perceived Quality ◽  
Alcoholic Beverages ◽  
Product Evaluations ◽  
Packaging Design ◽  
Two Factors ◽  
Color Scheme ◽  
Key Aspects ◽  
Design Factors

Research on the influence of packaging on consumer perception of beer and other alcoholic beverages suggest an important role in capturing consumers’ attention and generating expectations on perceived product quality, and in particular that color, bottle shape, and label design are key aspects. There is, however, a paucity of research looking at interactions between different aspects of packaging design. This is a topical issue given an increasingly saturated market where especially craft breweries strive for differentiation and brand recognition. Situated within this context, the present research used a conjoint analytic approach to investigate the effect of packaging design on consumer perceived quality and liking for beers. Beer images were designed to systematically vary in four design factors—label color, label shape, label complexity, and bottle shape—and evaluated in an online survey with a representative sample of Danish beer drinkers. Two of the design factors—label color and bottle type—significantly affected consumers’ product evaluations, whereas the other two factors did not. Post-hoc analyses of the main effects indicated that the combination of a “Bomber” bottle shape and a warm color scheme in the label as the optimal combination of design factors to maximize consumer preferences. Preference for the Bomber bottle was linked to a perceived premiumness associated with a preference for curvatures (as opposed to angularity), whereas the preference for warm colors was tentatively explained as due to crossmodal correspondences generating favorable sensory expectations for this color scheme.

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