engleski

Segmentation in the wine market

Important characteristic of every market can be described with aphorism “ only change is permanent” and the wine market is not exception. According to Lochshin wine is a fast moving consumer good, or packaged good, for example most supermarket categories have 10 or so brands, wine typically has over 700. This is one of the reasons that world wine industry wine industry in the world has been subject to all types of segmentation. Nowadays, there is a growing interest in wine consumer behavior. Paper seeks to compare segmentations in the wine market in the world and in our country starting of McKinna’ s study from 1987 in which he identified four major segments: connoisseurs, aspirational drinkers, beverage wine consumers and new wine drinkers. As a result it can be concluded that segmentations and understanding of consumer wants and needs are necessary for developing a good product, and in this case, the wine.

wine market; segmentation; wine; consumer behavior

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