Article1999

An Empirical Confirmation of Segments in the Australian Wine Market

55 citations0/0 files storedInternational Journal of Wine Marketing

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Wine Industry and Tourism Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

Spawton (1991) discusses consumer expectations and risk‐reduction strategies in the purchase of wines. Spawton (1991) refers to a four‐segment model of the market. These segments include Connoisseurs, Aspirational Drinkers, Beverage Wine Consumers and New Wine Drinkers. These segments were developed from the results of an exploratory qualitative study conducted by McKinna (1987). This study aims to empirically test and confirm the segments that the wine industry has taken for granted. There are four hypotheses relating to the confirmation of Spawton's (1991) segments.

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References

1994Marketing Research: An Applied Orientation 1989Risk Reducing Strategies Used in the Purchase of Wine in the UK 1986A Consumer Approach to Branded Wines 1995Purchasing behaviour in the Northern Ireland wine market 1996External information sources of product enthusiasts: Differences between variety seekers, variety neutrals, and variety avoiders 1991Erratum 1994Wine: Achieving Competitive Advantage Through Design 1989The Story of Wine

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