Profiling the high frequency wine consumer by price segmentation in the US market
Heavy users of consumer products are important to marketers as a profitable target segment. This is equally true in the wine industry, but with the added precaution of encouraging responsible consumption. This study examines the attributes and behaviors of 681 high frequency (heavy-user) wine consum...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Firenze University Press
2015-06-01
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| Series: | Wine Economics and Policy |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2212977415000137 |
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| _version_ | 1849245155682418688 |
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| author | Liz Thach Janeen Olsen |
| author_facet | Liz Thach Janeen Olsen |
| author_sort | Liz Thach |
| collection | DOAJ |
| description | Heavy users of consumer products are important to marketers as a profitable target segment. This is equally true in the wine industry, but with the added precaution of encouraging responsible consumption. This study examines the attributes and behaviors of 681 high frequency (heavy-user) wine consumers in the US, based on a price segmentation of High, Moderate, and Low Spenders. For this study, price segmentation was defined as the price typically paid for a bottle of wine for home consumption. Significant differences were discovered based on gender, age, income, wine involvement, shopping channel, ecommerce/social media usage and other key areas. Implications for marketing managers as well as areas of future research are described. |
| format | Article |
| id | doaj-art-cc5f89eac16f4ab5a6ebd68ffa42fb71 |
| institution | Kabale University |
| issn | 2212-9774 |
| language | English |
| publishDate | 2015-06-01 |
| publisher | Firenze University Press |
| record_format | Article |
| series | Wine Economics and Policy |
| spelling | doaj-art-cc5f89eac16f4ab5a6ebd68ffa42fb712025-08-20T03:58:54ZengFirenze University PressWine Economics and Policy2212-97742015-06-0141535910.1016/j.wep.2015.04.001Profiling the high frequency wine consumer by price segmentation in the US marketLiz ThachJaneen OlsenHeavy users of consumer products are important to marketers as a profitable target segment. This is equally true in the wine industry, but with the added precaution of encouraging responsible consumption. This study examines the attributes and behaviors of 681 high frequency (heavy-user) wine consumers in the US, based on a price segmentation of High, Moderate, and Low Spenders. For this study, price segmentation was defined as the price typically paid for a bottle of wine for home consumption. Significant differences were discovered based on gender, age, income, wine involvement, shopping channel, ecommerce/social media usage and other key areas. Implications for marketing managers as well as areas of future research are described.http://www.sciencedirect.com/science/article/pii/S2212977415000137Consumer behaviorPrice segmentationWineHeavy users |
| spellingShingle | Liz Thach Janeen Olsen Profiling the high frequency wine consumer by price segmentation in the US market Wine Economics and Policy Consumer behavior Price segmentation Wine Heavy users |
| title | Profiling the high frequency wine consumer by price segmentation in the US market |
| title_full | Profiling the high frequency wine consumer by price segmentation in the US market |
| title_fullStr | Profiling the high frequency wine consumer by price segmentation in the US market |
| title_full_unstemmed | Profiling the high frequency wine consumer by price segmentation in the US market |
| title_short | Profiling the high frequency wine consumer by price segmentation in the US market |
| title_sort | profiling the high frequency wine consumer by price segmentation in the us market |
| topic | Consumer behavior Price segmentation Wine Heavy users |
| url | http://www.sciencedirect.com/science/article/pii/S2212977415000137 |
| work_keys_str_mv | AT lizthach profilingthehighfrequencywineconsumerbypricesegmentationintheusmarket AT janeenolsen profilingthehighfrequencywineconsumerbypricesegmentationintheusmarket |