Artikel
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 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.
- Language
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Englisch
- Bibliographic citation
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Journal: Wine Economics and Policy ; ISSN: 2212-9774 ; Volume: 4 ; Year: 2015 ; Issue: 1 ; Pages: 53-59 ; Amsterdam: Elsevier
- Classification
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Wirtschaft
- Subject
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Consumer behavior
Heavy users
Price segmentation
Wine
- Event
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Geistige Schöpfung
- (who)
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Thach, Liz
Olsen, Janeen E.
- Event
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Veröffentlichung
- (who)
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Elsevier
- (where)
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Amsterdam
- (when)
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2015
- DOI
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doi:10.1016/j.wep.2015.04.001
- Handle
- Last update
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10.03.2025, 11:44 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Thach, Liz
- Olsen, Janeen E.
- Elsevier
Time of origin
- 2015
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