... to understand the motivations behind wine and cannabis consumption, segment wine drinkers by those motives, profile wine drinkers who also consume cannabis and determine whether wine and cannabis act as substitutes or complements across distinct consumer groups. Design/methodology/approach The authors...

... of intensity associated with these experiences within a wine destination, considering the segmentation of visitors. Design/methodology/approach This study uses a mixed-methods approach to analyze data, incorporating a deductive process followed by content analysis. Data collection procedures include...

... correspondence analysis. Findings Three distinct segments emerged after data were subjected to latent profile analysis, namely, curious, ritualistic and casual. The authors found that the curious cluster had a high mean score for situational and social consumption while the ritualistic cluster had a high...

...Ana Laura Hernández; Silverio Alarcón; Lino Meraz Ruiz Purpose This paper aims to offer an experiential segmentation based on the analysis of comments from wine tourists from different Mexican wine regions, using netnography as a data collection and analysis tool. Design/methodology/approach...

.... It examines if generational market segmentation is an actionable and valuable strategy for the wine industry. Generation Z, Millennials, Generation X and Baby-Boomers are the four generations examined. This research also investigates if the generations behaved differently concerning wine consumption during...

..., satisfaction and loyalty to the wine festival. Design/methodology/approach A survey was conducted during the International Beach Wine Festival held in Karnataka, India, to collect primary data from 400 visitors. Data were subjected to a two-step cluster analysis. Further, cluster segmentation based...

... 2019 19 03 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Wine Wine consumers Generational marketing Segmentation Lebanon Wine is a fascinating and complex product. It is generally regarded as an experienced product, which...

... 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...

...Gergely Szolnoki Purpose The purpose of this paper is to use a new segmentation approach based on objective variables to calculate direct tourism-related sales volume and revenue by selling wine at a winery in the Rheingau region of Germany. Design/methodology/approach In the framework...

..., prefer more varietals and consider themselves more wine knowledgeable and involved than the other two segments. Practical implications – The results provide implications for wine marketers targeting high variety-seeking consumers, including offering wine brands with a wider array of varietals...

...Gergely Szolnoki; Dieter Hoffmann Purpose – The purpose of this study is to test the segmentation based on the usage of sales channels and to compare the segments with each other in terms of socio-demographic and behavioural characteristics. Design/methodology/approach – This study...

...Simon Somogyi Purpose – This paper aims to discuss a study that investigated the relationship between grape growers and wineries in Australia. The results of the study led to the formulation of market segments which provided a better understanding of the relationship. Design/methodology...

... hospitality establishments, few studies have been conducted into wine purchasing behaviour within hospitality settings. This study identifies the factors that influence consumers to purchase wine and attempts to demonstrate how the basic demographic characteristic of age is a useful variable for segmentation...

...John Hall 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...