Consumer preferences and purchasing rationales for wine: a multivariate data analysis
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...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Bologna University press
2020-12-01
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| Series: | New Medit |
| Subjects: | |
| Online Access: | https://newmedit.iamb.it/2020/12/11/consumer-preferences-and-purchasing-rationales-for-wine-a-multivariate-data-analysis/ |
| _version_ | 1827613998632140800 |
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| author | Carla Ferreira João Rebelo Lina Lourenço-Gomes Elisete Correia Philippe Baumert Christine Plumejeaud |
| author_facet | Carla Ferreira João Rebelo Lina Lourenço-Gomes Elisete Correia Philippe Baumert Christine Plumejeaud |
| author_sort | Carla Ferreira |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-09T08:48:46Z |
| format | Article |
| id | doaj.art-2ec7fc6a18054a42bcbc8e6c273b4a36 |
| institution | Directory Open Access Journal |
| issn | 1594-5685 2611-1128 |
| language | English |
| last_indexed | 2024-03-09T08:48:46Z |
| publishDate | 2020-12-01 |
| publisher | Bologna University press |
| record_format | Article |
| series | New Medit |
| spelling | doaj.art-2ec7fc6a18054a42bcbc8e6c273b4a362023-12-02T14:46:57ZengBologna University pressNew Medit1594-56852611-11282020-12-0119410.30682/nm2004iConsumer preferences and purchasing rationales for wine: a multivariate data analysisCarla FerreiraJoão RebeloLina Lourenço-GomesElisete CorreiaPhilippe BaumertChristine PlumejeaudThe 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.https://newmedit.iamb.it/2020/12/11/consumer-preferences-and-purchasing-rationales-for-wine-a-multivariate-data-analysis/multivariate statistical techniquesmarket segmentationwine consumerswine economics |
| spellingShingle | Carla Ferreira João Rebelo Lina Lourenço-Gomes Elisete Correia Philippe Baumert Christine Plumejeaud Consumer preferences and purchasing rationales for wine: a multivariate data analysis New Medit multivariate statistical techniques market segmentation wine consumers wine economics |
| title | Consumer preferences and purchasing rationales for wine: a multivariate data analysis |
| title_full | Consumer preferences and purchasing rationales for wine: a multivariate data analysis |
| title_fullStr | Consumer preferences and purchasing rationales for wine: a multivariate data analysis |
| title_full_unstemmed | Consumer preferences and purchasing rationales for wine: a multivariate data analysis |
| title_short | Consumer preferences and purchasing rationales for wine: a multivariate data analysis |
| title_sort | consumer preferences and purchasing rationales for wine a multivariate data analysis |
| topic | multivariate statistical techniques market segmentation wine consumers wine economics |
| url | https://newmedit.iamb.it/2020/12/11/consumer-preferences-and-purchasing-rationales-for-wine-a-multivariate-data-analysis/ |
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