An empirical confirmation of wine-related lifestyle segments in the Australian wine market
2003
Johnson, T. | Bruwer, J.
The wine industry has been criticised in the past for adopting a mass-marketing approach but in the current ultra-competitive wine market the inevitable outcome of a production rather than marketing orientation is almost certain failure. Whereas the Australian domestic wine market is currently experiencing a low growth rate, a precursor to any future growth strategy is a clear understanding of the market. Acceptance of market segmentation as a strategy to target consumers more effectively enhances the focus and differentiation essential to achieve growth in the wine market. Recently a new segmentation approach of lifestyle based on a cognitive deductive perspective that makes lifestyle specific to the area of wine consumption was developed by Bruwer et al. (2001). This process included the development of a wine-related lifestyle (WRL) measurement research instrument and the identification of five wine-related lifestyle market segments. In this paper, a study conducted in the Australian wine market on 363 consumers to empirically confirm or disconfirm the previously identified five wine-related lifestyle segments is reported on. The further theoretically-driven development and improvement of the WRL research instrument is also described.
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