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

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Hall, John and Winchester, Maxwell ORCID: 0000-0001-5458-517X (2001) Empirical Analysis of Spawton’S (1991) Segmentation of the Australian Wine Market. Asia Pacific Advances in Consumer Research, 4. 319-327.

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

Additional Information

Asia Pacific Association for Consumer Research Conference was held at Gold Coast, QLD on 14/3/2000
Item type Article
URI https://vuir.vu.edu.au/id/eprint/21452
Official URL http://www.acrwebsite.org/search/view-conference-p...
Subjects Historical > FOR Classification > 1504 Services
Historical > FOR Classification > 1505 Marketing
Historical > Faculty/School/Research Centre/Department > College of Business
Keywords wine market, consumer expectations, market segmentation
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