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An Empirical Confirmation of Segments in the Australian Wine Market

An Empirical Confirmation of Segments in the Australian Wine Market Spawton 1991 discusses consumer expectations and riskreduction strategies in the purchase of wines. Spawton 1991 refers to a foursegment model of the market. These segments include Connoisseurs, Aspirational Drinkers, Beverage Wine Consumers and New Wine Drinkers. These segments were developed from the results of an exploratory qualitative study conducted by McKinna 1987. This study aims to empirically test and confirm the segments that the wine industry has taken for granted. There are four hypotheses relating to the confirmation of Spawton's 1991 segments. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

An Empirical Confirmation of Segments in the Australian Wine Market

Hall, John
International Journal of Wine Marketing , Volume 11 (1): 17 – Jan 1, 1999
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008688
Publisher site
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Abstract

Spawton 1991 discusses consumer expectations and riskreduction strategies in the purchase of wines. Spawton 1991 refers to a foursegment model of the market. These segments include Connoisseurs, Aspirational Drinkers, Beverage Wine Consumers and New Wine Drinkers. These segments were developed from the results of an exploratory qualitative study conducted by McKinna 1987. This study aims to empirically test and confirm the segments that the wine industry has taken for granted. There are four hypotheses relating to the confirmation of Spawton's 1991 segments.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Jan 1, 1999

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