PSYCHOGRAPHIC AND BEHAVIOURAL SEGMENTATION OF WINE CONSUMERS

Jelena Krstić; Milan Radojičić; Sonja Veljović

doi:10.59267/ekoPolj2602341K

Authors

Jelena Krstić Senior Research Associate, Institute of Economic Sciences, Zmaj Jovina 12, 11000 Belgrade, Serbia https://orcid.org/0000-0001-8876-8513
Milan Radojičić Faculty of Organizational Sciences, Jove Ilića 154, 11000 Belgrade, Serbia https://orcid.org/0000-0002-6727-7608
Sonja Veljović University of Kragujevac, Faculty of Hotel Management and Tourism, Vojvođanska 5a, 36210 Vrnjačka Banja, Serbia https://orcid.org/0000-0001-6408-9153

DOI:

https://doi.org/10.59267/ekoPolj2602341K

Keywords:

market segmentation, wine-related preferences, wine-related behaviour, cluster analysis

Abstract

The purpose of this article is to identify specific marketsegments of wine consumers based on their demographic,psychographic and behavioural characteristics. The data wascollected through an online survey of 269 wine consumersin Serbia. The data were analyzed by using multivariatestatistical methods (factor analysis and clustering) inconjunction with descriptive and inferential statistics (Chisquare test, one-way ANOVA, independent t-test). Threeconsumer segments were identified by applying a TwoStepcluster analysis: Casual consumers, Recommendationresponsive consumers and Wine enthusiasts. In terms ofdemographic characteristics, education, place of residenceand household type were found to be significantly differentamong consumer groups. Findings can be used as a basisfor the development of effective promotional campaignstargeted at specific consumer segments.

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