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Type: Journal article
Title: Examining market segments and influencers of choice for wine using the Best-Worst choice method
Author: Goodman, S.
Lockshin, L.
Cohen, E.
Citation: Marketing & Communication, 2008; 1(1):94-112
Publisher: Editions ESKA
Issue Date: 2008
ISSN: 1779-3572
Statement of
Steve Goodman, Larry Lockshin and Eli Cohen
Abstract: Wine marketers use market segmentation to target different products to different segments in order to increase sales, often with little evidence about what influences choice within or between segments. In this paper we provide initial results using a relatively new and very straightforward method for measuring consumer preferences: the best-worst scaling method. This paper shows how segmenting the consumers using factors such as gender, frequency of consumption, wine involvement and age produce segments with similar preferences for different varietal wines. Two country examples are used, Israel and Australia, to show the ability of the Best-Worst method to segment markets based on patterns of choice. Managerial implications of the importance of wine attributes that influence consumer drinks purchasing and wine style selection are discussed as well as suggestions for future research.
Keywords: Best-Worst Scaling; segmentation; consumer choice of wine
RMID: 0020084573
DOI: 10.3917/mama.051.0094
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Appears in Collections:Business School publications

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