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Segmentation of wine consumers based on level of involvement: a case of Lebanon

Segmentation of wine consumers based on level of involvement: a case of Lebanon The purpose of this study is to segment Lebanese wine customers based on their level of involvement with wine. It also profiles them on the basis of wine drinking motivations, wine attributes and information sources, wine consumption and purchasing behaviour and socio-demographic characteristics.Design/methodology/approachThe data in the study was collected from the main supermarkets, hypermarkets and special liquor outlets as well as upscale restaurants serving alcohol in the Lebanese capital, Beirut, through a structured questionnaire. Out of 700 people approached, only 498 surveys were collected. After splitting consumers into three different segments: high, moderate and low involvement, the study clearly profiles the groups by employing principal component analysis, ANOVA and chi-square analysis.FindingsAfter splitting consumers into three different groups based on involvement with wine; high, moderate and low, the study clearly identified the differences between groups regarding wine attributes, information sources, purchasing and consumption and socio-demographic characteristics.Originality/valueAlthough there are plenty of studies on the examination of wine consumers in the literature from diverse countries, this is the first study investigating wine consumers based on wine involvement in a Middle Eastern country, Lebanon. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Segmentation of wine consumers based on level of involvement: a case of Lebanon

British Food Journal , Volume 123 (3): 17 – Feb 5, 2021

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References (69)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-03-2020-0183
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to segment Lebanese wine customers based on their level of involvement with wine. It also profiles them on the basis of wine drinking motivations, wine attributes and information sources, wine consumption and purchasing behaviour and socio-demographic characteristics.Design/methodology/approachThe data in the study was collected from the main supermarkets, hypermarkets and special liquor outlets as well as upscale restaurants serving alcohol in the Lebanese capital, Beirut, through a structured questionnaire. Out of 700 people approached, only 498 surveys were collected. After splitting consumers into three different segments: high, moderate and low involvement, the study clearly profiles the groups by employing principal component analysis, ANOVA and chi-square analysis.FindingsAfter splitting consumers into three different groups based on involvement with wine; high, moderate and low, the study clearly identified the differences between groups regarding wine attributes, information sources, purchasing and consumption and socio-demographic characteristics.Originality/valueAlthough there are plenty of studies on the examination of wine consumers in the literature from diverse countries, this is the first study investigating wine consumers based on wine involvement in a Middle Eastern country, Lebanon.

Journal

British Food JournalEmerald Publishing

Published: Feb 5, 2021

Keywords: Lebanese wine consumers; Wine marketing; Consumer behaviour; Wine involvement; Wine drinking motivations; Wine consumption and purchasing behaviour; Wine-related preferences and behaviours; Survey research; Market segmentation; Clustering

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