Emergence of New Segments of Swiss Wine Consumers: A Comparison with a Segmentation Study from 2011
This study aimed to examine the various Swiss wine consumer segments, evaluate whether and how these segments had changed during the past decade, and formulate recommendations for targeted marketing. Data were collected through an online survey involving randomly selected Swiss households who were i...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Wiley
2023-01-01
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| Series: | Australian Journal of Grape and Wine Research |
| Online Access: | http://dx.doi.org/10.1155/2023/6103015 |
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| author | Thomas A. Brunner Thomas Schnetzer Mathilde Delley |
| author_facet | Thomas A. Brunner Thomas Schnetzer Mathilde Delley |
| author_sort | Thomas A. Brunner |
| collection | DOAJ |
| description | This study aimed to examine the various Swiss wine consumer segments, evaluate whether and how these segments had changed during the past decade, and formulate recommendations for targeted marketing. Data were collected through an online survey involving randomly selected Swiss households who were invited using flyers; the final sample size was N = 512. With the use of a shortened version of the questionnaire devised for a similar study published in 2011, we were able to compare the results of the said study with the present results. The results of the principal component analyses revealed eight factors. The factor scores were then used in hierarchical cluster analyses, which in turn revealed seven distinct segments of wine consumers. Four of these had already been identified 10 years ago: involved (21.9%), price-conscious (20.3%), lowbrow (16.0%), and image-oriented (5.3%) consumers. Three new segments emerged: local (15.2%), traditional (11.9%), and relaxation-seeking (9.4%) consumers. Our results show that each wine seller has its own place in the market and can benefit from the present study, which determines the appropriate marketing mix for a specific segment. |
| format | Article |
| id | doaj-art-ec96535f0c7e438f9df8ce70684a3690 |
| institution | Kabale University |
| issn | 1755-0238 |
| language | English |
| publishDate | 2023-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Australian Journal of Grape and Wine Research |
| spelling | doaj-art-ec96535f0c7e438f9df8ce70684a36902025-02-03T06:45:22ZengWileyAustralian Journal of Grape and Wine Research1755-02382023-01-01202310.1155/2023/6103015Emergence of New Segments of Swiss Wine Consumers: A Comparison with a Segmentation Study from 2011Thomas A. Brunner0Thomas Schnetzer1Mathilde Delley2Bern University of Applied SciencesThomas Schnetzer ConsultingBern University of Applied SciencesThis study aimed to examine the various Swiss wine consumer segments, evaluate whether and how these segments had changed during the past decade, and formulate recommendations for targeted marketing. Data were collected through an online survey involving randomly selected Swiss households who were invited using flyers; the final sample size was N = 512. With the use of a shortened version of the questionnaire devised for a similar study published in 2011, we were able to compare the results of the said study with the present results. The results of the principal component analyses revealed eight factors. The factor scores were then used in hierarchical cluster analyses, which in turn revealed seven distinct segments of wine consumers. Four of these had already been identified 10 years ago: involved (21.9%), price-conscious (20.3%), lowbrow (16.0%), and image-oriented (5.3%) consumers. Three new segments emerged: local (15.2%), traditional (11.9%), and relaxation-seeking (9.4%) consumers. Our results show that each wine seller has its own place in the market and can benefit from the present study, which determines the appropriate marketing mix for a specific segment.http://dx.doi.org/10.1155/2023/6103015 |
| spellingShingle | Thomas A. Brunner Thomas Schnetzer Mathilde Delley Emergence of New Segments of Swiss Wine Consumers: A Comparison with a Segmentation Study from 2011 Australian Journal of Grape and Wine Research |
| title | Emergence of New Segments of Swiss Wine Consumers: A Comparison with a Segmentation Study from 2011 |
| title_full | Emergence of New Segments of Swiss Wine Consumers: A Comparison with a Segmentation Study from 2011 |
| title_fullStr | Emergence of New Segments of Swiss Wine Consumers: A Comparison with a Segmentation Study from 2011 |
| title_full_unstemmed | Emergence of New Segments of Swiss Wine Consumers: A Comparison with a Segmentation Study from 2011 |
| title_short | Emergence of New Segments of Swiss Wine Consumers: A Comparison with a Segmentation Study from 2011 |
| title_sort | emergence of new segments of swiss wine consumers a comparison with a segmentation study from 2011 |
| url | http://dx.doi.org/10.1155/2023/6103015 |
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