The Irish wine market
|
|
- Aubrie Sharyl Logan
- 8 years ago
- Views:
Transcription
1 The current issue and full text archive of this journal is available at The Irish wine market: a market segmentation study Sarah Geraghty Shannon College of Hotel Management, Shannon, Ireland, and Ann M. Torres Cairnes Graduate School of Business and Economics, National University of Ireland, Galway, Ireland Abstract 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. Keywords Ireland, Wines, Market segmentation, Brands, Marketing Paper type Research paper The Irish wine market 143 Introduction The Irish wine market has experienced unprecedented growth in the last from 15 to 20 years. From 1990 to 2007, total wine sales in Ireland have more than quadrupled, increasing from 1.7 to 7.6 million cases. In the 13 years between 1994 and 2007, wine s proportion of the Irish alcohol market more than doubled from 8 per cent to 17.9 per cent (Wine Development Board, 2007). Growth in wine consumption is forecasted to continue with a growth of 15 per cent expected by 2012 (Euromonitor, 2008). As the wine drinking culture in Ireland is relatively new, the segmentation of the market and brand positioning is in its infancy. Further study into segmentation is required to improve the profitability of the industry, and to develop choice and the accessibility of wine for Irish consumers. The specific purpose of the paper is to examine how the Irish wine market may be effectively segmented for improved brand positioning in Ireland. Thus, the paper aims to determine the key trends in the Irish wine market, examine the International Journal of Wine Business Research Vol. 21 No. 2, 2009 pp # Emerald Group Publishing Limited DOI /
2 IJWBR 21,2 144 state of marketing in the wine industry, evaluate different approaches to segmenting the Irish wine market, and develop profiles of the resulting segments. The Irish wine market The Irish wine market has experienced remarkable growth with the number of wine drinkers in Ireland doubling since 1990 and with over five times as much table wine being consumed in 2007, as was consumed in 1990 (WDB, 2007). The increased consumption of wine in Ireland over the last 15 years is attributed to the improved accessibility, affordability and branding of wine (Moran, 2002). To emphasise the significance of the growth in wine consumption in Ireland, the level of growth in wine buying is compared with growth in the overall food and beverage sector. Practically all wine bought in Ireland is imported. Between 2000 and 2004, wine sales (and therefore imports) increased by 56 per cent (WDB, 2004), while the overall imports of the food, beverages and other animal products category increased by only 18 per cent in the same time frame (CSO, 2006). For a marketer assessing the Irish wine market, equally important to the growth in consumption, is the huge shift in the type of wine preferred by the Irish wine drinker. Specifically, there is a notable shift towards New World wines, with diminishing preference for Old World wines (WDB, 2007). New World wines refer to wines from regions outside of Europe. Prominent New World wine producing regions include South Africa, Australia, New Zealand, Chile, Argentina and California. Old World countries refer to European countries with a long history of wine production, such as France, Italy, Germany and Spain (Fielden, 1994). Up to 1990, the majority of wine consumed in Ireland was Old World wine, and accounted for 94 per cent of the market (WDB, 2007). Since 1990, there has been a steady shift in demand towards New World wine, which in 1990 accounted for 6 per cent of the market and in 2007 held a 71 per cent market share (WDB, 2007). Historically, French wines were the market leader in the Irish wine market, but since 2001, Australia now has the largest market share, accounting for 26 per cent of wine consumed in Ireland (WDB, 2007). In 2006, the top ten wine brands in the Irish still light wine market accounted for nearly 25 per cent of total sales. These top ten wine brands and their respective brand shares are Jacob s Creek (3.2 per cent), Blossom Hill (2.7 per cent), Rosemount (2.6 per cent), E&J Gallo (2.5 per cent), Wolf Blass (2.5 per cent), Hardys (2.3 per cent), Concha Y Toro (2.3 per cent), Long Mountain (2.2 per cent), Santa Rita (2.1 per cent) and Carmen (1.9 per cent), all of which are from New World countries (Euromonitor, 2008). Understanding the shift in the country of origin preference is important as it represents an important shift in preference for style, taste, brand, price and other wine variables. Testing country of origin preference is, therefore, an essential element in this Irish wine market study. Marketing of wine The production of wine is a specialised area, and the wine industry has traditionally adopted a production-focused mindset with the complexities of viticulture and vinification having occupied the attention of specialists in the area (Thomas and Pickering, 2003). Bruwer et al. (2002) note the agricultural basis of the wine value chain, and the industry is often criticised as employing mass marketing campaigns (Gluckman, 1990; Spawton, 1991a; Hall and Winchester, 1999; Bruwer et al., 2002). According to Thomas and Pickering (2003), the marketing of wine is in its infancy, relative to the long history of wine making and wine drinking. Aggressive marketing was uncommon in the industry with vineyard operators relying on the strength of their
3 reputation to compete in the marketplace (Hall, 2004). In the early 1990s, an interest in branding emerged in the industry as a method of coping with changes in distribution and the growth of wine retailing. In 1991, the European Journal of Marketing dedicated an issue to the marketing of wine, where Spawton (1991b, c, d, e) through a series of articles, provides an insight into the state of wine marketing. This special issue served as an introduction to marketing for the industry, with the purpose of illustrating the advantage and necessity in developing a customer mindset. There is a realisation in the industry that its future is geared to meeting the expectations of the wine consumer. That has contributed to the growing importance of wine marketing within the industry (Spawton, 1991b, p. 6). Gluckman (1990), in a frequently cited article, presents a number of challenges facing the wine marketer in branding wines. Most notably, a move towards own brand labelling by retailers reinforces the necessity for strong wine brands. This need for improved branding of wine has prompted the undertaking of research in wine markets. In an industry which is relatively new to marketing, and in the Irish wine market, which has seen tremendous growth and transformation, there is a need for greater understanding of the market dynamics. Market research in general, and market segmentation in particular, has a potentially pivotal role to play in assisting wine marketers to position their wine brands effectively. The Irish wine market 145 Role of market segmentation Weir (1960, p. 95, as cited in Yankelovich, 1964) provides the following description of what a market is, and more importantly, what it is not: The market is not a single, cohesive unit; it is a seething, disparate, pullulating, antagonistic, infinitely varied sea of differing human beings every one of them as distinct from every other one as fingerprints; everyone of them living in circumstances different in countless ways from those in which every other one of them is living. This description of a market is a colourful representation of popular marketing thought on the composition of markets in the late 1950s and 1960s. Smith (1956), in what is considered a landmark article (Reynolds, 1965; Haley, 1968; Wind, 1978; Green and Krieger, 1991; Lin, 2002) introduces a marketing strategy labelled market segmentation, as an approach to competing successfully in the reality of an environment of imperfect competition. The original article by Smith (1956) introduces market segmentation as a strategy. Market segmentation strategy was considered an alternative to product differentiation strategy to deal with diversity in the market. While the initial representation of the market segmentation strategy is based in economic theory, market segmentation developed as one of the most foremost concepts in marketing thought (Wind, 1978; Johnson et al., 1991; Lin, 2002). At a broad level, market segmentation provides a marketer with a clearer focus on customer needs, and thereby aids decision making for improved competitive advantage (McDonald and Dunbar, 1992; Croft, 1994; Kotler and Keller, 2003). While Croft (1994) highlights market segmentation as aiding decision making in general, Yankelovich (1964) specifies what exactly segmentation analysis can achieve. In identifying groups of customers with similar needs, a marketer has the information required to target the most profitable group with the most potential. With this knowledge a marketer can develop product lines and promotion activities, choose advertising media, advance positioning of offerings and improve timing of advertising
4 IJWBR 21,2 146 to appeal to the segment of the market whose needs possess the greatest profit potential. A critical decision to be made in conducting segmentation research is choosing an appropriate segmentation base. A segmentation base is the criteria used to divide the defined market into groups of consumers with similarities. At the most basic level a market can be split up according to the profiles of the consumers. Variables such as demographics, geographic location of consumers and the socio economic class to which they belong, are considered profile segmentation bases. The behavioural segmentation category includes bases such as usage occasion, benefits sought, perceptions and beliefs, while the psychographic bases category includes lifestyle and personality variables as a means for identifying groups of consumers with similarities. The more abstract and less concrete the information required for the segmentation base, the more difficult it is to measure responses and their link with behaviour. In choosing a segmentation base for a wine market study there are a number aspects to the market which need to be considered. Literature on wine consumer behaviour focuses on two areas; the factors influencing wine consumer behaviour; and the wine consumer s purchasing decision-making process. An effective wine segmentation study would be one which aids understanding of these two areas and aids marketers in evaluating how stimuli, such as brand positioning strategies, influence wine choice. According to Bruwer et al. (2002), wine markets have been segmented using all the bases identified above. For the purpose of an Irish wine market segmentation study, behavioural segmentation with an involvement basis proves a suitable choice as it is an approach, which yields insight into consumer behaviour, but is not overly difficult to measure (Lockshin et al., 2001). Employing a behavioural segmentation base allows for the decision making process and the influencing factors of the Irish wine consumer to be tested and makes the process and the factors the basis for splitting up the market into meaningful and actionable segments. A key consideration in exploring the wine consumer decision-making process and consumers evaluation of alternatives, is that wine attributes represent intrinsic and extrinsic cues for the consumer. Sanchez and Gill (1998) illustrate how consumers have preferences according to the bundle of benefits they are seeking. The challenge in understanding these preferences is the large number of wine attributes which exist, and therefore, the greater number of possible bundles of benefits that are present. Wine attributes include: brand name, producer, grape variety, blend of grape varieties, vintage, region of origin, price, label, bottle type, cork type, bottle size, colour of wine, style of wine and level of alcohol. Due to the large number of wine attributes, wine consumers have a wider range of considerations in making purchasing decisions. Examining the hierarchy of importance of wine attributes to Irish wine buyers is a central consideration in segmenting the market. Methodology The research design is primarily descriptive in nature as similar investigations into other wine markets have been descriptive in design (Orth et al., 2005; Johnson et al., 1991; Hall, 2004; Bruwer et al. Li and Reid, 2002; Johnson, 2003; Thomas and Pickering, 2003). Due to the descriptive nature of this research, a quantitative approach to primary data collection is most suitable. Quantitative data is appropriate for determining and understanding the behaviours and characteristics of a large sample of wine drinkers. Specifically, survey data collection was undertaken, with a questionnaire collection instrument administered through a personal interview. The
5 questionnaire was two pages in length with 15 tick box questions. The questionnaire posed questions to gather data on four topics: volume of usage, buying preference, product involvement, and demographic information. As an accurate sampling frame was unavailable for the population of the 1,451,000 wine drinkers in Ireland (WDB, 2004), non-probability sampling was undertaken. The sampling type was convenience sampling, as wine buyers were approached at the point of purchase. Convenience sampling has been employed in previous wine segmentation studies, namely, Australian wine market research by Hall (2004) and Bruwer et al. (2002). To ensure the sample was as representative of the population as possible, a large sample size of 300 was chosen and the questionnaire was administered in a variety of outlets to gather information from wine drinkers with wide ranging involvement levels. The fieldwork took place over three weeks in June 2006, in eight wine selling outlets in Galway City and County. This approach is similar to other wine segmentation studies (Bruwer et al., 2000; Hall and Winchester, 1999) where the fieldwork was limited to one region of the market being researched. Research by Bruwer et al. (2000) in segmenting the Australian wine market using a wine-related lifestyle approach is based on fieldwork conducted in Adelaide, while Hall and Winchester s (1999) findings, confirming empirically segments in the Australian wine market, are derived from questionnaires administered in Melbourne. The fieldwork locations for this research consisted of four supermarkets, two off licences and two wine shops. The supermarkets and off licences were in both Galway City and Galway County locations, and the wine shops are situated in Galway City. In total, 316 questionnaires were collected, and after nine were removed for failing a screening question or being incomplete, 307 questionnaires were coded and inputted into SPSS for analysis. The Irish wine market 147 Findings There are two sets of findings resulting from the primary research: an overall wine sample analysis and a segment analysis. The overall wine sample is composed of 64 per cent female respondents and 36 per cent male respondents. In terms of age group, over 75 per cent of the sample is aged between 25 and 54 years. The consumer behaviour data reveals the average Irish wine drinker buys seven bottles of wine per month, spending E10.57 a bottle, with an average monthly spend of E80. Wine is usually bought in a standard size bottle of 75 cl (95 per cent) in either a supermarket (42 per cent) or off licence (35 per cent) and is mostly red wine (43 per cent). Wine is most frequently consumed when dining at home (50 per cent ), followed by when dining out (20 per cent). The five most important product attributes when buying wine are: price per bottle, style of wine (e.g. fruity), region of origin (e.g. Burgundy) and brand name (e.g. Jacob s Creek). The most popular wine is Australian wine, followed by Chilean, French and South African wine. A comparison of the overall wine sample findings with the Wine Development Board s (2004) national statistic shows the characteristics of the research sample are similar to the characteristics of the national market. The sample findings for the country of origin preference are notably similar to the WDB (2004) statistics (see Figure 1). One exception is US wine, which is preferred by just 3 per cent of the sample, but 13 per cent of the national statistics. The similarities between the two sets of statistics suggest the sample data findings on consumer behaviour are representative of the population.
6 IJWBR 21,2 148 Similarly, Figure 2 compares the age category of the sample finding with the age categories of the WDB (2004) population. With the exception of the 65 or older category, the age profile of the two sets of data are similar. Discrepancies between the current research and the WDB (2004) findings may be explained by the time lapse between the two studies, or by the WDB research population being wine consumers, while the current research population was wine buyers. Segment analysis Similar to other wine segmentation studies (Johnson et al., 1993; Bruwer et al., 2002), a k-clustering approach to segmentation was adopted. The k-clustering approach is an exploratory approach, which examines the relationships between more than one variable and produces clusters based on these relationships. The benefit of employing a k-clustering approach is that clusters are formed based on actual relationships within the data set, and not prior assumptions by the researcher. Using the k-means algorithm is a hierarchical method of clustering which reassigns cases to segments whose centroid is closest to the case (Punj and Stewart, 1983, Figure 1. Wine country of origin preference Figure 2. Age category bar chart
7 p. 139). Table I illustrates the final cluster centres of 17 variables for three clusters. Three of the variables relate to buyer behaviour characteristics (i.e. volumes and average spends). An involvement variable is included in the k-clustering analysis. The involvement variable was developed using Lockshin et al. (2001) product measurement instrument. Fourteen variables in the k-cluster analysis were variables quantifying the importance to the sample of fourteen wine characteristics when choosing wine. The final two variables are the type of wine most frequently purchased, and the age category of the sample. Figure 2 compares the age category results for the WDB (2004) and the total sample of this research. As there is a difference in the two sets of results, age category was included in the k-clustering. The researcher chooses how many clusters are desirable before conducting the k-clustering analysis. As highlighted by Bruwer et al. (2002), there can be difficulty in determining how many clusters are appropriate. A trial and error approach was adopted and the k-clustering was conducted four times to firstly produce two clusters, then three, four and finally five clusters. The four sets of results were assessed to determine which set of results yielded the most sizeable and actionable clusters. Of the four sets of results, the k-clustering which yielded three clusters was found to produce three distinctive and substantial clusters, and these clusters were accepted as the three final segments. To develop three segment profiles, the data for the three clusters is The Irish wine market 149 Cluster centres Variables Cluster 1 Cluster 2 Cluster 3 Z score: volume Z score: spend/bottle Z score: spend/month Z score: involvement Z score: importance of grape variety Z score: importance of price Z score: importance of region Z score: importance of producer Z score: importance of vineyard Z score: importance of style Z score: importance of label design Z score: importance of bottle shape Z score: importance of alcohol level Z score: importance of type of cork Z score: importance of classification Z score: importance of vintage Z score: importance of brand name Z score: importance of awards Z score (type 1) (mostly red wine) Z score (type 2) (mostly white wine) Z score (type 3) (both red and white wine) Z score (type 4) (mostly sparkling) Z score: age category Total number of cases in each cluster Cluster 1 Cluster 2 Cluster 3 Number of cases Per cent 51.8% 34.9% 13.4% Total valid 307 Missing 0 Table I. k-cluster analysis: final cluster centres
8 IJWBR 21,2 150 cross tabulated. Three profiles of the average wine buyer in each segment are developed below, followed by a commentary on how the findings are of use to wine marketers. Segment profiles Segment 1: Casual wine buyer (52 per cent of the sample). The average wine buyer in this segment is female, aged from 45 to 54 years, buys on average six bottles of wine per month, spends on average E10 a bottle, resulting in an average monthly spend of about E60. She is moderately involved in the purchase, with the region of origin, price per bottle, and grape variety being the most important criteria when buying wine. This wine buyer chooses wine they like over more concrete attributes such as alcohol level and price. The style of wine and the brand name are also important. She shows a preference for red wine, and buys in the supermarket usually choosing Australian or French wine. As the Segment 1 wine buyer chooses wine according to more ethereal qualities like style and brand, over more concrete wine attributes, this segment possibly has a casual approach to choosing wine, and is therefore labelled a Casual Wine Buyer. Marketing to the casual wine buyer The casual wine buyer Segment has the greatest the degree of variability of country of origin preference, with the top two wine countries, Australia and France, being from both Old and New Worlds of wine. The segment is therefore suitable as a target market for wine brands from all countries in both the Old and New World, particularly, Australian, France, Chile, South Africa and Spain. For the casual wine buyer, region of origin is the most important product attribute in choosing wine. Emphasising in the brand communication message, the country from which the wine originates, may be an effective method for wine brands to gain membership in the target market s evoked set of alternative brands. The style of wine preferred by the casual wine buyer is red wine (58 per cent of the segment) with a low preference for white wine (13 per cent of the segment). In promotion activities, such as special price offers when buying more than one bottle, marketers targeting the casual wine buyer Segment, should avoid combining both red and white varieties of the same brand, as the casual wine buyer shows a high preference for red wine. In reaching the casual wine buyer, wine marketers must be conscious, that while wine is usually bought in supermarkets, off licences and wine shops are also popular places of purchase. The variety in country of origin and place of purchase in this segment, gives this segment an image of being casual and informal in their approach to wine buying. A possible point of difference for wine brands targeting this segment could be a casual and informal brand identity, to mirror the possible sentiments of its target market. Segment 2: Value seeking wine buyer (35 per cent of the sample) The average wine buyer in this segment is also female, but slightly younger than the casual wine buyer, being in the age category of 25 to 34 years. Similar to the casual wine buyer, she is employed, with secondary or third level education. She spends on average E55 a month on wine, on five bottles. She is the least involved in the wine purchase process of the three segments. For the average buyer in Segment 2, wine is chosen in a purchase situation based on price, style of wine, and brand name, alcohol level and grape variety. Price is the most important aspect of the purchase decision,
9 with alcohol level also of importance, which might suggest she looks for measurable indicators of getting value for her money. This wine drinker buys wine in the supermarket or off licence, drinks the majority of wine at home and buys both red and white wine. This segment shows a preference for New World wine, with 80 per cent of the countries of origin of wine bought by this segment being New World countries. The importance of easily comparable indicators of value (price and alcohol level) in choosing wine gives this segment the title Value Seeking Wine Buyer. Marketing to the value seeking wine buyer The value seeking segment shows greater preference for wine from New World countries, and proves a suitable target market for wine brands from Chile, South Africa, Australia and the USA. Attracting the value seeking segment requires marketers to emphasise product attributes that are easily measurable. As price is the most important product attribute, attracting this segment with a low price is an obvious positioning strategy. The level of alcohol is also one of the top important attributes in choosing wine. Brands that communicate the value for money qualities of the wine, and resonate with the segment s desire to find affordable wines, may succeed in attracting this segment. The value seeking segment is an attractive segment, despite buying less and spending less than either of the other segments. The profile highlights a segment with consistent preferences and behaviours, which might suggest a greater propensity to being brand loyal, making the segment attractive to wine marketers with a brand image of value for money. The Irish wine market 151 Segment 3: Wine traditionalist (13 per cent of the sample) Unlike the other two segments, the average wine buyer in Segment 3 is male, aged between 35 to 44 years, and self-employed with third level education. He is greatly involved in his purchases and buys on average15 bottles of wine per month, spending on average E16 a bottle, resulting in an expensive average monthly spend of E235. He chooses wine according to traditionally perceived indicators of wine quality such as grape variety, style, region, classification and vintage. Price does not appear in his top five criteria for choosing wine. The Segment 3 wine buyer prefers Old World wines, which account for 63 per cent of the segment s country of origin preferences. The top three wines of preference are from France, Spain and Italy. This wine buyer predominantly buys his wine in wine shops. Despite adopting a connoisseur approach to choosing wine, he is similar to buyers in the other segments, in that wine is consumed most often when dining at home, and is usually bought in standard size bottles. Due to the importance of traditional indicators of wine quality (i.e. classification and vintage), the average wine buyer in this segment may be referred to as a Wine Traditionalist. Marketing to the wine traditionalist While the wine traditionalist segment accounts for just 13 per cent of the market, in the context of average spend per month, the segment is equally large as the casual wine buyer segment. The wine traditionalist segment is a suitable target market, for Old World wine brands, especially French, Italian and Spanish brands. The wine traditionalist segment may also be suitable as a target market for New World wine brands, especially Australian and Chilean wine, provided the brand message
10 IJWBR 21,2 152 communicates specific indicators of quality, namely, the grape variety, classification, vintage, region of origin and the style of wine. Marketers targeting the wine traditionalists should note the segment may also buy wine by the case, and is most likely to buy both red and white wine. Similar to the casual wine buyer segment, the wine traditionalist shows variety in the type of wine bought, which may suggest, gaining brand loyalty may be difficult. However, the large average spend per month (E234.03) deems the wine traditionalist segment an attractive target market for wine brands which command a higher price. Figure 3 illustrates the proportion of the sample in each segment. Conclusion The research examines how the Irish wine market can be effectively segmented to improve brand positioning. The increases in consumption of wine and increases in preference for wine from New World countries are key trends in the Irish wine market. Consumer behaviour, particularly involvement in wine purchases, and the importance of wine attributes, are necessary considerations in a wine market segmentation study. In terms of relevance, substance, and accessibility, a k-clustering segmentation design, with a behavioural basis including an involvement variable, proves to be an appropriate approach to segmenting the Irish wine market. The profiles of the three resulting segments: casual wine buyer, value seeking wine buyer and wine traditionalist, are sizeable, accessible, relevant and actionable. The profiles developed as a result of the primary research, provides wine marketers with an insight in Irish wine consumer behaviour. Specifically, marketers are provided with accessible and sizeable segments, with meaningfully distinctions and similarities drawn between them. Brand positioning can be improved by ensuring the brand communicates and emphasises the product attributes, which the targeted segments values the most when choosing wine. The demographic information and the buyer behaviour data provide marketers with points of access to their target market. The involvement base, when used in conjunction with other behaviour variables, proves effective in producing sizeable, accessible and actionable segments. 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 would wield a richer understanding of the Irish wine consumer. A second suggestion for future research is an empirically tested wine market behavioural segmentation study, to confirm the findings in this research at a national level. In answering the research question, the Irish wine market can be effectively segmented, with a k-cluster design, with a behavioural basis. Effectively segmenting Figure 3. Final segments
11 the Irish wine market requires more than the involvement variable, and calls for other behavioural variables, including the importance of product attributes and country of origin preferences to be included in the segmentation process. References Bruwer, J., Li, E. and Reid, M. (2002), Segmentation of the Australian wine market using a wine related lifestyle approach, Journal of Wine Research, Vol. 13 No. 3, pp Croft, M.J. (1994), Market Segmentation, Routledge, London. CSO (2006), External Trade Bulletin, Central Statistics Office, Cork. Euromonitor (2008), Country Sector Briefing: Wine-Ireland, Euromonitor International, London. Gluckman, R.L. (1990), A consumer approach to branded wine, European Journal of Marketing, Vol. 24 No. 4, pp Green, P.E. and Krieger, A.M. (1991), Segmenting markets with conjoint analysis, Journal of Marketing, Vol. 55 No. 4, pp Haley, R. (1968), Benefit segmentation: a decision-oriented research tool, Journal of Marketing, Vol. 32 No. 3, pp Hall, J. (2004), Age related motivational segmentation of wine consumption in hospitality setting, International Journal of Wine Marketing, Vol. 16 No. 3, pp Hall, J. and Winchester, M. (1999), An empirical confirmation of segments in the Australian wine market, International Journal of Wine Marketing, Vol. 11 No. 1, pp Johnson, L. M., Ringham, L. and Jurd, K. (1991), Behavioural segmentation in the Australian wine market using conjoint choice analysis, International Marketing Review, Vol. 8 No. 4 pp Johnson, T. (2003), An empirical confirmation of wine-related lifestyle segments in the Australian wine market, International Journal of Wine Marketing, Vol. 15 No. 1, pp Kotler, P. and Keller, K.L. (2003), Marketing Management, 12th ed., Pearson Education, Prentice Hall, Englewood Cliffs, NJ. Lin, C.F. (2002), Segmenting customer brand preference: demographic or psychographic, Journal of Product and Brand Management, Vol. 11 No. 4, pp Lockshin, L., Quester, P. and Spawton, T. (2001), Segmentation by involvement or nationality for global retailing: a cross-national comparative study of wine shopping behaviours, Journal of Wine Research, Vol. 12 No. 3, pp McDonald, M. and Dunbar, I. (1995), Market Segmentation, Macmillan Press, London. Moran, M. (2002) New world coup, Drinks Industry Ireland, June, pp Orth, U.R., McGarry Wolf, M. and Dodd, T.H. (2005), Dimensions of wine region equity and their impact on consumer preferences, Journal of Product and Brand Management, Vol. 14 No. 2, pp Punj, G. and Stewart, D.W. (1983) Cluster analysis in marketing research: review and suggestions for application, Journal of Marketing Research, Vol. 20, pp Reynolds, W.H. (1965), More sense about segmentation, Harvard Business Review, Vol. 43 No. 5, pp Sanchez, M. and Gil, J.M. (1998), Consumer preferences for wine attributes in different retail stores: a conjoint approach, International Journal of Wine Marketing, Vol. 10 No. 1, pp Smith, W. R. (1956), Product differentiation and market segmentation as alternative marketing strategies, Journal of Marketing, Vol. 21 No. 1, pp The Irish wine market 153
12 IJWBR 21,2 154 Spawton, A.L (1991a), Grapes and wine seminar prospering in the 1990s: changing your view of the consumer, International Marketing Review, Vol. 8 No. 4, pp Spawton, A.L. (1991b), Of wine and live asses: an introduction to the wine economy and state of wine marketing, European Journal of Marketing, Vol. 23 No. 3, pp Spawton, A.L. (1991c), Wine and the marketing mix, European Journal of Marketing, Vol. 23 No. 3, pp Spawton, A.L. (1991d), Marketing in Europe, European Journal of Marketing, Vol. 23 No. 3, pp Spawton, A.L. (1991e), The marketing plan, European Journal of Marketing, Vol. 23 No. 3, pp Thomas, A. and Pickering, G. (2003), Behavioural segmentation: a New Zealand wine market application, Journal of Wine Research, Vol. 14 Nos. 2-3, pp Wind, Y. (1978), Issues and advances in segmentation research, Journal of Marketing Research, Vol. 15 No. 3, pp Wine Development Board of Ireland (2004), Country of Origin Sales and Market Shares for Table Wines. Wine Development Board of Ireland, Dublin, available at: wine_information/market.php?wineinfo¼market (accessed 25 June 2006). Wine Development Board of Ireland (2007), Country of Origin Sales and Market Shares for Table Wines. Wine Development Board of Ireland, Dublin, available at: wine_information/market.php?wineinfo¼market (accessed 25 March 2008). Yankelovich, D. (1964), New criteria for market segmentation, Harvard Business Review, Vol. 42 No. 2, pp Further reading Assael, H. (2004), Consumer Behaviour: A Strategic Approach, Houghton Mifflin Company, Boston, MA. Barron, J. and Hollingshead, J. (2002), Making segmentation work, Marketing Management, Vol. 11 No. 1, pp Hall, J., Lockshin, L. and O Mahoney, G.B. (2001), Exploring links between wine choice and dining occasions: factors of influence, International Journal of Wine Marketing, Vol. 13 No. 1, pp Keller, L.K. (2003), Strategic Brand Management, 2nd ed., Pearson Education, Prentice Hall, Englewood Cliffs, NJ. Peter, J.P. and Olson, J.C. (1996), Consumer Behaviour and Marketing Strategy, Irwin McGraw- Hill, Boston, MA. About the authors Sarah Geraghty is Marketing Manager for Shannon College of Hotel Management, a recognised college of the National University of Ireland. Her research interests include education marketing and wine marketing. Sarah Geraghty is the corresponding author and can be contacted at: sarahgeraghty@shannoncollege.com Ann M. Torres is Lecturer in Marketing at National University of Ireland, Galway, Ireland. Her research interests are in the relationship between markets and strategy, entrepreneurial strategies and innovative marketing practices. To purchase reprints of this article please reprints@emeraldinsight.com Or visit our web site for further details:
International Tourism Market Segmentation Based on Consumer Behavior
International Tourism Market Segmentation Based on Consumer Behavior Luigi DUMITRESCU Lucian Blaga University, Faculty of Economics, Sibiu, Romania E-mail: dumitresculuigi@yahoo.com Telephone: +40 0724
More informationRefereed paper 5th International Academy of Wine Business Research Conference, 8 10 Feb. 2010 Auckland (NZ)
Exploring wine list design strategy in French restaurants Lucie Sirieix and Hervé Remaud Contact: sirieix@supagro.inra.fr Abstract The aim of this study is to better understand restaurant owners strategies
More informationClick, Ship, Sip: Who is the Online Wine Buyer?
Click, Ship, Sip: Who is the Online Wine Buyer? Lindsey M. Higgins Department of Agribusiness, Cal Poly San Luis Obispo, USA (lhiggins@calpoly.edu) Marianne McGarry Wolf Department of Wine and Viticulture,
More informationLife Protection Metrics: Consumer Approaches to Protection-Related Life Insurance in Europe
Life Protection Metrics: Consumer Approaches to Protection-Related Life Insurance in Europe Series Prospectus November 2012 1 Prospectus contents Page What is the research? Which titles are available?
More informationTrier 5. Segmentation and positioning
Trier 5 Segmentation and positioning Previewing concepts (1) Define the steps in designing a customerdriven marketing strategy: market segmentation, market targeting, differentiation, and positioning (STP)
More informationSegmentation: Foundation of Marketing Strategy
Gelb Consulting Group, Inc. 1011 Highway 6 South P + 281.759.3600 Suite 120 F + 281.759.3607 Houston, Texas 77077 www.gelbconsulting.com An Endeavor Management Company Overview One purpose of marketing
More informationHMRC Tax Credits Error and Fraud Additional Capacity Trial. Customer Experience Survey Report on Findings. HM Revenue and Customs Research Report 306
HMRC Tax Credits Error and Fraud Additional Capacity Trial Customer Experience Survey Report on Findings HM Revenue and Customs Research Report 306 TNS BMRB February2014 Crown Copyright 2014 JN119315 Disclaimer
More informationOne Size Doesn t Fit All: How a Segmentation Approach Can Help Guide CE Product Strategy
One Size Doesn t Fit All: How a Segmentation Approach Can Help Guide CE Product Strategy Presenters Joe Bates Director of Research Gina Woodall Vice President More than 2,100 members Top 20 Trade Association
More informationFinal Examination Semester 1 / Year 2010
Southern College Kolej Selatan 南 方 学 院 Final Examination Semester 1 / Year 2010 COURSE : MARKETING PRINCIPLES AND PRACTICE COURSE CODE : ADAD 2062 TIME : 2 1/2 HOURS DEPARTMENT : ART AND DESIGN LECTURER
More informationMarket Segmentation, Targeting, and Positioning. Leonard Walletzký
Market Segmentation, Targeting, and Positioning Leonard Walletzký 5C STP Marketing Mix Marketing framework Customer Company Context Collaborators Competitors Segmentation Targeting Positioning 4P 7P 4C
More informationChapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers Customer-Driven Marketing Strategy: Creating Value for Target Customers Market Segmentation Market Targeting Topic
More informationThe Role of Market Analysis in Developing Efficient Marketing Audit
Abstract The Role of Market Analysis in Developing Efficient Marketing Audit Violeta Radulescu Lecture, PhD, Academy of Economic Studies, Bucharest E-mail: vio.radulescu@yahoo.com Marketing Audit is an
More informationThe Impact of Consumer Interactions in Social Networking Sites on Brand Perception
IBIMA Publishing Journal of Internet and e-business Studies http://www.ibimapublishing.com/journals/jiebs/jiebs.html Vol. 2015 (2015), Article ID 197131, 7 pages DOI: 10.5171/2015.197131 Research Article
More informationHow To Sell Wine In The Uk
CBI Market channels and s for wine in the United kingdom Your trade route through the European market Wine trade in the United Kingdom (UK) is dominated by supermarkets, which increasingly sell private
More informationin nigerian companies.
Information Management 167 in nigerian companies. Idris, Adekunle. A. Abstract: Keywords: Relationship Marketing, Customer loyalty, Customer Service, Relationship Marketing Strategy and Nigeria. Introduction
More informationMaster in Marketing and Communication. Module 7. Segmentation, Targeting, Differentiation and Positioning. Lecture 7- slide 1
Master in Marketing and Communication Module 7 Segmentation, Targeting, Differentiation and Positioning. Lecture 7- slide 1 Customer-Driven Marketing Strategy: Creating Value for Target Customers Topic
More informationThe importance of social media technology of Yarra Valley wineries in Australia
The importance of social media technology of Yarra Valley wineries in Australia Paul Strickland, La Trobe University Abstract This paper is part of a larger study that examines the acceptance of social
More informationStudy into the Sales of Add-on General Insurance Products
Study into the Sales of Add-on General Insurance Quantitative Consumer Research Report Prepared For: Financial Conduct Authority (FCA) March, 2014 Authorised Contact Persons Frances Green Research Director
More informationUsing Choice-Based Market Segmentation to Improve Your Marketing Strategy
Using Choice-Based Market Segmentation to Improve Your Marketing Strategy Dr. Bruce Isaacson, President of MMR Strategy Group Dominique Romanowski, Vice President of MMR Strategy Group 16501 Ventura Boulevard,
More informationMeasuring service quality in city restaurant settings using DINESERV scale
Measuring service quality in city restaurant settings using DINESERV scale SUZANA MARKOVIC Faculty of Tourism and Hospitality Management in Opatija University of Rijeka Primorska 42, pp. 97, 51415 Opatija
More informationWhat this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing
Effective Marketing What this topic is about The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing What is Marketing? The process of identifying,
More informationThe Role of Integrated Marketing Communications in Enhancement of SMEs Growth in South Africa
Journal of Economics and Behavioral Studies Vol. 7, No. 2, pp. 139-144, April 2015 (ISSN: 2220-6140) The Role of Integrated Marketing Communications in Enhancement of SMEs Growth in South Africa Lawrence
More informationInternational Comparison of Consumer Choice for Wine: A Twelve Country Comparison
International Comparison of Consumer Choice for Wine: A Twelve Country Comparison S. Goodman a, L. Lockshin b,e. Cohen c, J. Fensterseifer d, H. Ma e, F. d Hauteville f, L. Sirieix f, U. Orth g, L. Casini
More informationLOCAL FOOD CONSUMERS: HOW MOTIVATIONS AND PERCEPTIONS TRANSLATE TO BUYING BEHAVIOR
1st Quarter 2010 25(1) LOCAL FOOD CONSUMERS: HOW MOTIVATIONS AND PERCEPTIONS TRANSLATE TO BUYING BEHAVIOR Yuko Onozaka, Gretchen Nurse, and Dawn Thilmany McFadden Emerging market demand for local foods
More informationOPEN UNIVERSITY OF TANZANIA FACULTY OF BUSINESS MANAGEMENT
OPEN UNIVERSITY OF TANZANIA FACULTY OF BUSINESS MANAGEMENT OME 211: PRINCIPLES OF MARKETING COURSE OUTLINE INTRODUCTION This course introduces students to the concept and principles of marketing. In doing
More informationContext Analysis and Promotional Objectives of Fitness First. Word Count: 500. William Hanrahan Student Number: 060953199 6-Feb-08
Context Analysis and Promotional Objectives of Fitness First Word Count: 500 6-Feb-08 Promotional Objectives With the background information I have given in this assignment, I have created a key objective
More informationApproaches to organic produce market segmentation
Approaches to organic produce market segmentation NENAD DJOKIC Higher School of Professional Business Studies Vladimira Perica-Valtera 4, Novi Sad nenad.djokic.vpsns@gmail.com http://www.vps.ns.ac.rs/sr/nastavnik.1.30.html?sn=280
More informationCHAPTER THREE Market Segmentation and Strategic Targeting
CHAPTER THREE Market Segmentation and Strategic Targeting Copyright 2010 Pearson Education, Inc. Learning Objectives 1. To Understand Why Market Segmentation Is Essential. 2. To Understand the Criteria
More informationEmployee Benefits Report 2014
Employee Benefits Report 2014 Foreword Attraction, Retention, Motivation: from listening to our clients these are the three most common words used when discussing employees. And given that the war for
More informationExplaining Retail Brand Performance An Application Of Prior Knowledge
Explaining Retail Brand Performance An Application Of Prior Knowledge Byron Sharp (Director), Erica Riebe (Senior Research Associate) and Monica Tolo (Research Associate) Marketing Science Centre University
More informationMarketing (Marketing Principles)
Marketing (Marketing Principles) Main Aim(s) of the Unit: To provide students with a foundation for the analysis of marketing within organizations including decision making processes, segmentation, the
More informationDeploying a CRM system in practice Understanding the user experience Received (in revised form): 5th February, 2007
Deploying a CRM system in practice Understanding the user experience Received (in revised form): 5th February, 2007 Yuksel Ekinci is one of the leading international academics in service quality and customer
More informationTHE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS BUYING DECISION AND PERCEIVED RISK ASSESSMENT
THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS BUYING DECISION AND PERCEIVED RISK ASSESSMENT Lecturer PhD Ovidiu I. MOISESCU Babeş-Bolyai University of Cluj-Napoca Abstract: Brand awareness, as one of
More informationClaims 2.0: Rethinking High Performance in Claims. White Paper. Changing Channels. Accenture Multi-Channel Distribution Insurance Consumer Survey
Claims 2.0: Rethinking High Performance in Claims White Paper Changing Channels Accenture Multi-Channel Distribution Insurance Consumer Survey Effective multi-channel distribution: the solution to an ever-changing
More informationThe rise of the cross-border transaction. Grant Thornton International Business Report 2013
The rise of the cross-border transaction Grant Thornton International Business Report 2013 Foreword MIKE HUGHES GLOBAL SERVICE LINE LEADER MERGERS & ACQUISITIONS GRANT THORNTON INTERNATIONAL LTD When reflecting
More informationExisting Analytical Market Assessment Tools - Definitions
Existing Analytical Market Assessment Tools - Definitions November, 2003 This list of market assessment tools was prepared by Development Alternatives Inc. (DAI) as an internal working document to support
More informationANALYZING THE CONSUMER PROFILING FOR IMPROVING EFFORTS OF INTEGRATED MARKETING COMMUNICATION
Olimpia OANCEA Mihaela DIACONU Amalia DUŢU University of Pitesti ANALYZING THE CONSUMER PROFILING FOR IMPROVING EFFORTS OF INTEGRATED MARKETING COMMUNICATION Empirical studies Keywords Market segmentation
More informationCHINESE WINE INDUSTRY: CURRENT AND FUTURE MARKET TRENDS. Tatiana BOUZDINE-CHAMEEVA, Wenxiao ZHANG Jacques-Olivier PESME
CHINESE WINE INDUSTRY: CURRENT AND FUTURE MARKET TRENDS Tatiana BOUZDINE-CHAMEEVA, Wenxiao ZHANG Jacques-Olivier PESME 1 Outline 1. Introduction an overview of the Chinese wine market 2. Research questions
More informationBRAND EQUITY AND BRAND SURVIVAL: EVIDENCE FROM AN EMERGING WINE REGION
BRAND EQUITY AND BRAND SURVIVAL: EVIDENCE FROM AN EMERGING WINE REGION Duhan, D.F., Laverie, D.A., Wilcox, J.B., Kolyesnikova, N., Dodd, T.H. Texas Tech University, Lubbock, Texas, USA Abstract This paper
More informationQuitline Tax Increase. Survey NEW ZEALAND POLICE CITIZENS SATISFACTION RESEARCH (TN/10/19) Six Month Follow Up. Contents
Market Research Proposal Proposal Prepared For New Zealand Police Quitline Tax Increase Research Report Prepared for The Quit Group January 2011 Survey Six Month Follow Up NEW ZEALAND POLICE CITIZENS SATISFACTION
More informationExplaining organic food choice on the basis of socio-demographics. A study in Portugal and Germany
CEFAGE-UE Working Paper 2010/03 Explaining organic food choice on the basis of socio-demographics. A study in Portugal and Germany Cristina Marreiros 1, Maria Raquel Lucas 2, Kerstin Röhrich 3 1 Departamento
More informationUnderstanding Drivers and Barriers to Consumption of South East Queensland Local and Regional Foods
Understanding Drivers and Barriers to Consumption of South East Queensland Local and Regional Foods 1 Prepared for: Queensland Government Regional Services Level 1, 60 Wises Road PO Box 5395 Maroochydore
More informationDeakin Research Online
Deakin Research Online This is the authors final peer reviewed (post print) version of the item published as: D'Souza, Clare, Taghian, Mehdi and Lamb, Peter 2006, An empirical study on the influence of
More informationUnderstanding Floristry Marketing Strategies
Unit 20: Understanding Floristry Marketing Strategies Unit code: QCF Level 3: Credit value: 10 Guided learning hours: 60 Aim and purpose D/602/0740 BTEC National This unit aims to introduce learners to
More informationRetail Marketing Strategy
Chapter 5 Retail Marketing Strategy PPT McGraw-Hill/Irwin 5-1 Levy/Weitz: Retailing Management, 5/e Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Elements in Retail Strategy Target
More informationAcquire. How to increase acquisition through carefully modeled consumer targeted marketing
Acquire How to increase acquisition through carefully modeled consumer targeted marketing RKM Research and Communications, Inc., Portsmouth, NH. All Rights Reserved. Executive summary Introduction Customer
More informationTHE ORGANIZER S ROLE IN DRIVING EXHIBITOR ROI A Consultative Approach
7 Hendrickson Avenue, Red Bank, NJ 07701 800.224.3170 732.741.5704 Fax www.exhibitsurveys.com White Paper THE ORGANIZER S ROLE IN DRIVING EXHIBITOR ROI A Consultative Approach Prepared for the 2014 Exhibition
More informationA Profile of Farmers Market Consumers and the Perceived Advantages of Produce Sold at Farmers Markets
A Profile of Farmers Market Consumers and the Perceived Advantages of Produce Sold at Farmers Markets Marianne McGarry Wolf, Arianne Spittler, and James Ahern This study examines responses of 336 produce
More informationThe Wine and Spirits Market in Asia-Pacific and Worldwide with Prospects Until 2017
The Wine and Spirits Market in Asia-Pacific and Worldwide with Prospects Until 2017 From the VINEXPO* market study For the 12 th consecutive year, VINEXPO the international wine and spirits exhibition
More informationChina s Middle Market for Life Insurance
China s Middle Market for Life Insurance May 2014 Sponsored by: SOA International Section SOA Marketing & Distribution Section SOA Research Expanding Boundaries Pool The opinions expressed and conclusions
More informationA Comparison of Australian and Canadian Wine Buyers Using Discrete Choice Analysis
A Comparison of Australian and Canadian Wine Buyers Using Discrete Choice Analysis Professor Larry Lockshin* Wine Marketing Group University of South Australia GPO Box 2471 Adelaide, Australia 5000 +61
More informationO4W1602APP780 WSET Diploma Online
O4W1602APP780 WSET Diploma Online Examinations The examinations attached to your course are as follows: Unit 2 23 January 2016 Tutorial Days 2 3 April 2016 Unit 1 (Case Study) 14 June 2016 10:30 11:45am
More informationConsumer Engagement and Interchange in Wine Marketing
Consumer engagement across differentially service oriented wine outlets: Moving beyond consumer involvement to predict loyalty Linda D. Hollebeek Contact: l.hollebeek@auckland.ac.nz While consumer engagement
More information9-1 CASE STUDY. Wine Horizons. Case Study 1
Case Study 1 CASE STUDY was a medium-sized New York State winery that emphasized sparkling wines. The company was not known to the public as a producer of good-quality domestic champagne because all of
More informationA STUDY ON FACTORS AFFECTING CUSTOMERS INVESTMENT TOWARDS LIFE INSURANCE POLICIES
106 A STUDY ON FACTORS AFFECTING CUSTOMERS INVESTMENT TOWARDS LIFE INSURANCE POLICIES ABSTRACT MS. BABITA YADAV*; DR. ANSHUJA TIWARI** *Research Scholar, Faculty of Commerce, R.D.V.V, Jabalpur. **Assistant
More informationReport Brochure NORDICS WINE MARKET LANDSCAPES FINLAND, NORWAY AND SWEDEN MARCH 2014. REPORT PRICE: GBP 2,500 or 5 Report Credits
Report Brochure NORDICS WINE MARKET LANDSCAPES FINLAND, NORWAY AND SWEDEN MARCH 2014 REPORT PRICE: GBP 2,500 or 5 Report Credits Wine Intelligence 2014 CONTENTS Finland Finnish wine market Still light
More informationFinancial Capability in Ireland An Overview
Financial Capability in Ireland An Overview Contents Acknowledgements 2 Foreword 3 1. Introduction 4 1.1. The study: fieldwork and analysis 4 1.2. Statistical techniques employed 4 2. Core objectives of
More informationStrategic Brand Management Building, Measuring and Managing Brand Equity
Strategic Brand Management Building, Measuring and Managing Brand Equity Part 1 Opening Perspectives 开 放 视 觉 Chapter 1 Brands and Brand Management ------------------------------------------------------------------------
More informationWhite Paper. Customer Segments for Marketing
White Paper Customer Segments for Marketing January 2010 Contents CONTENTS... 2 WHY SEGMENT?... 3 SEGMENT USERS... 3 OPERATIONAL CONSIDERATIONS... 4 USEFULNESS... 4 IMPLEMENTABILITY... 4 MAINTENANCE...
More informationInvestigating Superannuation: Quantitative Investigation with Superannuation Consumers Final Quantitative Report
Australian Taxation Office Investigating Superannuation: Quantitative Investigation with Final Quantitative Report Colmar Brunton undertakes all research projects to the highest possible standards, and
More informationMarket Segmentation and Product Positioning. Introduction. Introduction cont. 6/1/2010. Chapter 15
Chapter 15 Market Segmentation and Product Positioning McGraw-Hill/Irwin Copyright 2008 by The McGraw-Hill Companies, Inc. All rights reserved. Introduction Selection of the appropriate target market is
More information1 Compiled by: Deep Banerjee, Marketingpundit.com (Market Segmentation)
MARKET SEGMENTATION (Compiled by Deep Banerjee, Marketingpundit.com) Definition : The division of a market into different homogenous groups of consumers is known as Market Segmentation. Market segmentation
More informationSommeliers' Role and Influence as a Wine Marketer in the United States
3 rd International Wine Business Research Conference, Montpellier, 6-7-8 July, 2006 Refereed Paper Sommeliers' Role and Influence as a Wine Marketer in the United States Margie Ferree Jones Assistant Professor
More informationConsumers attitude towards online shopping: Factors influencing employees of crazy domains to shop online
Journal of Management and Marketing Research Consumers attitude towards online shopping: Factors influencing employees of crazy domains to shop online ABSTRACT Saad Akbar Bangkok University, Thailand Paul
More informationA survey of public attitudes towards conveyancing services, conducted on behalf of:
A survey of public attitudes towards conveyancing services, conducted on behalf of: February 2009 CONTENTS Methodology 4 Executive summary 6 Part 1: your experience 8 Q1 Have you used a solicitor for conveyancing
More informationTHE GREAT IGNORED 43% 182 million. The premium path to purchase. Understanding the premium mindset. What this means for advertisers
43% Is your marketing strategy ignoring of online consumers buy...and 33% half premium products... 182 million use the internet to research of them?...or people... THE GREAT IGNORED how demographic targeting
More informationFactors Affecting Buying Behavior of Consumers in Unauthorized Colonies for FMCG Products
Global Journal of Management and Business Studies. ISSN 2248-9878 Volume 3, Number 7 (2013), pp. 785-792 Research India Publications http://www.ripublication.com/gjmbs.htm Factors Affecting Buying Behavior
More information05/10/2015. Chapter 3 - Marketing Research. Marketing Project Plan
Chapter 3 - Marketing Research Copyright 2013 Pearson Canada Inc. Marketing Project Plan How do we begin the project? Identify product What do we need? We need to gather information We also need to do
More informationSummary A Contemporary Study of Factors Influencing Urban and Rural Consumers for Buying Different Life Insurance Policies in Haryana.
Summary The topic of research was A Contemporary Study of Factors Influencing Urban and Rural Consumers for Buying Different Life Insurance Policies in Haryana. Summary of the thesis presents an overview
More informationBetter connections: What makes Australians stay with or switch providers? March 2015
Better connections: What makes Australians stay with or switch providers? March 2015 Contents p2 Methodology p3 Audience segments p4 Executive summary p6 Which companies do Australians commonly interact
More informationTrends in Brand Marketing:
a Nielsen bluepaper Trends in Brand Marketing: An interview with Kevin Lane Keller, author of Strategic Brand Management Trends in Brand Marketing: Interview with Prof. Kevin Lane Keller, author of Strategic
More informationBRANDING MBA PROGRAMS: ARE THEY SUFFICIENTLY RELATED TO AN INSTITUTION S STRATEGY?
page 372 BRANDING MBA PROGRAMS: ARE THEY SUFFICIENTLY RELATED TO AN INSTITUTION S STRATEGY? Suresh Gopalan, Winston-Salem State University Notis Pagiavlas, Winston-Salem State University Thomas Jones,
More informationCHAPTER TWO SEGMENTING THE MARKET
CHAPTER TWO SEGMENTING THE MARKET The Marketing Mixes 45 When marketers break the marketplace into separate target markets, they are segmenting the market, and each segment must meet four criteria in order
More informationHousehold Finance and Consumption Survey
An Phríomh-Oifig Staidrimh Central Statistics Office Household Finance and Consumption Survey 2013 Published by the Stationery Office, Dublin, Ireland. Available from: Central Statistics Office, Information
More informationStore image perception of retail outlets for wine in China
Store image perception of retail outlets for wine in China Armando Maria Corsi Ehrenberg-Bass Institute for Marketing Science, Australia (armando.corsi@marketingscience.info) Justin Cohen Ehrenberg-Bass
More informationDiageo reports strong sales momentum
Diageo reports strong sales momentum 29 June 2006 Diageo plc Diageo will announce preliminary results for the year ending 30 June 2006 on 31 August 2006 and has today issued the following statement. Summary
More informationHow do I: Conduct Market Research?
How do I: Conduct Market Research? Think the business needs some market research and not sure how to go about it? This guide will help you quickly answer these, understand the task ahead, its key elements
More informationMARKET SEGMENTATION: A CONCEPTUAL FRAMEWORK
Jasmer Singh International Journal of Advanced Research in MARKET SEGMENTATION: A CONCEPTUAL FRAMEWORK Abstract: The more a marketing paradigm evolves, the more long-term relationship with customers gains
More informationData Functionality in Marketing
Data Functionality in Marketing By German Sacristan, X1 Head of Marketing and Customer Experience, UK and author of The Digital & Direct Marketing Goose Data is not a new thing. Successful businesses have
More informationRADIO & BEVERAGE (ALCOHOL) EFFECTIVE SECTOR COMMUNICATION
RADIO & BEVERAGE (ALCOHOL) EFFECTIVE SECTOR COMMUNICATION In the wine market, the competition between New Zealand and Australian brands has became intense. Research suggests that the selection process
More informationDeveloping Marketing Plans for Winery Tourism Businesses
Developing Marketing Plans for Winery Tourism Businesses Presented by Lori A. Martin of the Michigan State University Travel, Tourism & Recreation Resource Center to the 2004 Annual Meeting of the Michigan
More informationthink Think about it New analytics from cobalt sky
think New analytics from cobalt sky Think about it What results does your survey reveal? That s how you build real value into your high-end data. It s only by asking the right questions that you can discover
More informationProfessional Diploma in Marketing Syllabus
Professional Diploma in Marketing Syllabus 05/06 www.cim.co.uk/learningzone 1: Marketing Research & Information Aim The Marketing Research and Information subject covers the management of customer information
More informationMINING THE RELATIONSHIP BETWEEN DEMOGRAPHIC VARIABLES AND BRAND ASSOCIATIONS
MINING THE RELATIONSHIP BETWEEN DEMOGRAPHIC VARIABLES AND BRAND ASSOCIATIONS Ajayeb Abu Daabes 1 and Faten Kharbat 2 1 Emirates College of Technology, Abu Dhabi, UAE 2 Al Ain University of Science and
More informationPr(e)-CRM: Supercharging Your E- Business CRM Strategy
Pr(e)-CRM: Supercharging Your E- Business CRM Strategy Presented by: Michael MacKenzie Chairman, Chief Research Officer Mike.Mackenzie@ConvergZ.com Michael Doucette President Mike.Doucette@ConvergZ.com
More informationMarket research. Chapter 4 Market research. The objectives of market research
Market research Businesses regard having an understanding of the market place as a major priority. This is because of the following factors: the expense of launching new products; the importance of maintaining
More informationRETAIL FINANCIAL SERVICES
Special Eurobarometer 373 RETAIL FINANCIAL SERVICES REPORT Fieldwork: September 211 Publication: April 212 This survey has been requested by the European Commission, Directorate-General Internal Market
More informationHOW COMPANIES INFLUENCE OUR SOCIETY: CITIZENS VIEW
Flash Eurobarometer HOW COMPANIES INFLUENCE OUR SOCIETY: CITIZENS VIEW REPORT Fieldwork: October-November 2012 Publication: April 2013 This survey has been requested by the European Commission, Directorate-General
More informationBarco Marketing Case Analysis
Barco Marketing Case Analysis I. Position Statement: Over the past few months, many events have led Barco Projection Systems to be confronted with an important decision: Barco needs to continue its development
More informationFoods With Healthy Supplements and Organics Have Room for Growth
Foods With Healthy Supplements and Organics Have Room for Growth Major Perception Gaps Across the Globe Towards Fortified and Organic Foods Popularity Held Back by Pricy Image, Niche Distribution and Credibility
More informationRETAIL FINANCIAL SERVICES
Special Eurobarometer 373 RETAIL FINANCIAL SERVICES REPORT Fieldwork: September 211 Publication: March 212 This survey has been requested by Directorate-General Internal Market and Services and co-ordinated
More informationCommerce Accelerator Program Series 2. Session 2: Marketing Strategy October 21, 2014
Commerce Accelerator Program Series 2 Session 2: Marketing Strategy October 21, 2014 What s trending in our LinkedIn Group? Series 2: The next 7 weeks Tuesdays at 3pm PT/ 6pm ET Session 2: Creating a marketing
More informationService quality: beyond cognitive assessment Bo Edvardsson Service Research Center, Karlstad University, Karlstad, Sweden
The Emerald Research Register for this journal is available at wwwemeraldinsightcom/researchregister The current issue and full text archive of this journal is available at wwwemeraldinsightcom/0960-4529htm
More informationSegmentation, Targeting, and Positioning
Segmentation, Targeting, and Positioning What We Learn? Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for segmenting
More informationPotentiality of Online Sales and Customer Relationships
Potentiality of Online Sales and Customer Relationships P. Raja, R. Arasu, and Mujeebur Salahudeen Abstract Today Internet is not only a networking media, but also as a means of transaction for consumers
More informationIRNOP VIII. Brighton, United Kingdom, 2007. Title: A study of project categorisation based on project management complexity
IRNOP VIII Brighton, United Kingdom, 2007 Title: A study of project categorisation based on project management complexity Authors: Alicia Aitken, Dr Lynn Crawford ESC Lille, France and Bond University,
More informationWHAT A DIFFERENCE A SAMPLE MAKES!
WHAT A DIFFERENCE A SAMPLE MAKES! Art Thomas, Eastern Institute of Technology, New Zealand Gary Pickering, Brock University, Canada athomas@eit.ac.nz Abstract The importance of sampling to the overall
More informationDriving greater loyalty in Europe. What consumers want and where brands are failing to deliver
Driving greater loyalty in Europe What consumers want and where brands are failing to deliver Research commissioned with consumers in France, Germany and Switzerland Executive summary Fast-changing technology,
More information