Behavioural Segmentation in the Australian Wine Market Using Conjoint Choice Analysis

Abstract

A methodology for segmenting the Australian wine market on a behavioural basis is proposed and illustrated. The initial segmentation is accomplished by using estimated conjoint part‐worths for the attributes of price, variety, area and vintage as criteria in a cluster analysis. A multinominal logit choice model is then estimated for each segment using data from a conjoint choice experiment in order to determine what critical variables drive the choice process in each segment. The results illustrate the usefulness of a behaviourally‐based segmentation scheme when coupled with conjoint choice analysis in determining critical choice drivers.

Citation

Johnson, L.W., Ringham, L. and Jurd, K. (1991), "Behavioural Segmentation in the Australian Wine Market Using Conjoint Choice Analysis", International Marketing Review, Vol. 8 No. 4. https://doi.org/10.1108/EUM0000000001541