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Latent class clusters are created based on demographic (income), extrinsic (i.e., brand, label/package, locally grown, place of origin, and price), and psychographic (involvement) variables. Our model identified two clusters of wine drinkers based on how often and how much they drank per occasion. These groups differ in terms of income, involvement, and extrinsic factors. Age and gender do not distinguish segments once involvement is modeled, consistent with ELM’s central/peripheral routes where involvement outweighs demographic factors. The larger cluster is almost three times the size of the smaller cluster, and drinks more often and in larger quantities. More than three-quarters are highly involved in wine. Income levels are lower than those in the smaller cluster, with only 36 percent earning $75,000 or more. Price is important. Brand and place of origin are moderately important, whereas label/package and locally produced are slightly important. They are more discerning buyers. The smaller cluster relies primarily on price as a heuristic, whereas the larger cluster uses price alongside multiple extrinsic cues.
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