SEGMENTATION OF THE SOUTH AFRICAN
Date
2011-04-12
Authors
Fry, Margaret Jean
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Abstract
The wine market was segmented into five useful segments, using a wine related lifestyle
instrument that was developed to measure consumer attitudes toward wine shopping
and consumption.
The questionnaire was completed by 272 Gauteng residents. The data were subjected
to principal component analysis, factor analysis and cluster analysis.
The segments were tentatively named “social conformist, image seeking wine drinkers”,
“conservative knowledgeable wine drinkers”, “experimenter, highly knowledgeable wine
drinkers”, “unpretentious, knowledgeable wine drinkers”, and "confident, knowledgeable
wine enthusiasts”.
The instrument was useful in segmenting the market into segments based on attitudes,
interests and opinions rather than other parameters such as demographics or wine
knowledge. This confirms that the segmentation instrument may be useful, but needs
refinement.
The segments were also differentiated on total wine involvement, which incorporated the
number of consumption situations, channels and criteria used in wine selection. Wine
general knowledge was not a useful segment differentiator.
Description
MBA - WBS
Keywords
Market segmentation, Wine industry, South Africa