Market Segment Analysis to Target Young Adult Wine Drinkers

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Market Segment Analysis to Target Young Adult
Wine Drinkers
Elizabeth C. Thach
School of Business and Economics, Sonoma State University, 1801 E. Cotati
Ave., Rohnert Park, CA 94928. E-mail: Liz.Thach@sonoma.edu
Janeen E. Olsen
School of Business and Economics, Sonoma State University, 1801 E. Cotati
Ave., Rohnert Park, CA 94928. E-mail: Janeen.Olsen@sonoma.edu

ABSTRACT
Consumer segmentation in the wine industry takes on many forms: demographic, geographic, behavioral, and others+ In the United States, one of the most promising new demographic segments is the
Millennial or Echo Boomer segment, which is being targeted by many consumer industries due to its size and buying power+ For the wine industry, this group currently fits
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geographic, which is based on where the customer lives, such as country or city; ~2! demographic, which is based on age, gender, income, social class, and so on; ~3! psychographic, which is based on lifestyle and personality; and ~4! behavioral, which is based on occasions, benefits, usage rate, readiness to purchase stage, and so on+ ~ Zikmund, 1999!+
In the wine industry, some of the most extensive research on market segmentation has come from Australia+ One of the premiere studies was that of McKinna, in which he focused on the geographic segment of consumers in the South Australian wine industry, and then was able to divide this consumer grouping more specifically into a psychographic segmentation based on five wine lifestyles ~ McKinna, 1986!+ This research was further expanded upon and empirically validated by a cadre of other wine marketing researchers ~ Bruwer, Li, & Reid, 2001; Hall & Winchester, 1999; Johnson, Ringham, &
Jurd, 1991; Spawton, 1991a!+ The most recent empirical findings using this lifestyle segmentation suggest that the following five consumer segments are confirmed in

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