Empirical Analysis of SpawtonS (1991) Segmentation of the Australian Wine Market

John Hall · Maxwell K. Winchester

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Wine Industry and Tourism Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Purchasing of wine involves many tangible and intangible product features. The more tangible features include the shape of the bottle, colour of wine and the price. The intangible product features include taste, smell and grape type. 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. Spawton’s (1991) four segments were empirically tested in this study and validated

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2012Wine as Luxury Experience: A Taxonomy of Consumers Based on Best-Worst Scaling

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