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Empirical Analysis of Spawton’S (1991) Segmentation of the Australian Wine Market

Hall, John and Winchester, Maxwell (2001) Empirical Analysis of Spawton’S (1991) Segmentation of the Australian Wine Market. Asia Pacific Advances in Consumer Research, 4. 319-327.

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Abstract

Purchasing of wine involves many tangible and intangible product features. The more tangible features include the shape of the bottle, colour of wine and the price. The intangible product features include taste, smell and grape type. Spawton (1991) discusses consumer expectations and risk-reduction strategies in the purchase of wines. Spawton (1991) refers to a four-segment model of the market. These segments include Connoisseurs, Aspirational Drinkers, Beverage Wine Consumers and New Wine Drinkers. Spawton’s (1991) four segments were empirically tested in this study and validated

Item Type: Article
Additional Information:

Asia Pacific Association for Consumer Research Conference was held at Gold Coast, QLD on 14/3/2000

Uncontrolled Keywords: wine market, consumer expectations, market segmentation
Subjects: FOR Classification > 1504 Services
FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > College of Business
Depositing User: Yimin Zeng
Date Deposited: 17 Nov 2013 23:10
Last Modified: 17 Nov 2013 23:10
URI: http://vuir.vu.edu.au/id/eprint/21452
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