... of wine and to investigate these as a potential basis for wine market segmentation and targeting. Design/methodology/approach A quantitative, descriptive research design is adopted. An online survey consisting of three sections, measuring objective knowledge, subjective knowledge and classificatory...

.... Findings – The results show that consumers with more real (objective) knowledge of wines are more likely to participate in exploratory wine purchasing. Objective wine knowledge is greatest amongst older consumers and those who consume more wine. Research limitations/implications – While attempts...