“Whoa! It's like Spotify but for academic articles.”

Instant Access to Thousands of Journals for just $40/month

Get 2 Weeks Free

The Irish wine market: a market segmentation study

Purpose – The Irish wine market has experienced unprecedented growth in the last 15 years; drivers of growth include increased affordability and accessibility of wine and improved branding. The purpose of this paper is to examine how the Irish wine market may be meaningfully segmented for successful brand positioning. Design/methodology/approach – This research adopts a lifestyle segmentation approach by linking lifestyle values, product attributes and buying and consumption patterns. The primary research is descriptive in design, employing a self‐administered questionnaire to collect quantitative data on wine consumer behaviour. Efforts made to ensure a highly representative sample included choosing a large sample size, administering the questionnaire in a range of outlets, and gathering information from wine drinkers with wide ranging involvement levels. Findings – The research identifies three clusters of wine consumers: casual wine buyer, value seeking wine buyer, and wine traditionalist. Together, the clusters provide an insight into consumers' behaviour. The high correlation of statistics from this research with those of The Wine Development Board suggests the data findings are representative of the population. Research limitations/implications – A limitation of adopting a behavioural basis in conducting the segmentation is the highly descriptive nature of the resulting data. Examining behaviours give an insight into how consumers act, but fails to take into account the underlying motivations and rationale for consumer actions. The use of more complex segmentation bases, such as value systems and lifestyles may yield a richer understanding of the Irish wine consumer. Originality/value – The profiles provide wine marketers with an insight into Irish wine consumer behaviour. The demographic information and the buyer behaviour data provide marketers with points of access to their target market. Brand positioning can be improved by ensuring the brand communicates and emphasises the product attributes, which the targeted segments value the most when choosing wine. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing
Loading next page...

You're reading a free preview. Subscribe to read the entire article.

And millions more from thousands of peer-reviewed journals, for just $40/month

Get 2 Weeks Free

To be the best researcher, you need access to the best research

  • With DeepDyve, you can stop worrying about how much articles cost, or if it's too much hassle to order — it's all at your fingertips. Your research is important and deserves the top content.
  • Read from thousands of the leading scholarly journals from Springer, Elsevier, Nature, IEEE, Wiley-Blackwell and more.
  • All the latest content is available, no embargo periods.