Naslov
Segmentation in the wine market

Autori
Brščić, Kristina ; Velenik, Robert

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), stručni

Izvornik
XX. Kongres CROMAR-A, Marketing u društvu znanja i suvremenoj poslovnoj stvarnosti / Grbac, Bruno ; Meler, Marcel - Rijeka : Ekonomski fakultet Sveučilišta u Rijeci, 2007, 1-796

ISBN
978-953-6148-64-6

Skup
Marketing u društvu znanja i suvremenoj poslovnoj stvarnosti

Mjesto i datum
Rijeka, Hrvatska, 25.10.2007. - 27.10.2007

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
wine market; segmentation; wine; consumer behavior

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA