Wine-related lifestyle segmentation in the context of urban Indian consumers
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 10 April 2020
Issue publication date: 5 October 2020
Abstract
Purpose
The purpose of this study is to understand consumers in the emerging wine market of India to ensure the best services. To this end, factors were identified to describe Indian wine consumer behavior and further segments for consumers were created based on the factors identified.
Design/methodology/approach
The research design is descriptive in nature and based on primary data. Data was collected by a structured questionnaire from 232 respondents in five major cities of India (Mumbai, Delhi NCR, Bangalore, Pune and Hyderabad). The scale was mainly adopted from wine-related lifestyle approaches.
Findings
The principal component factor analysis resulted in six factors, namely, drinking ritual, consumption reason (social), consumption reason (mood, enjoyment and relaxation), consumption practice, consumption planning and quality. Cluster analysis resulted in a three-cluster solution. These clusters were named as cautious social drinker, loner regular drinker and highly engaged drinker based on the attributes possessed.
Originality/value
The segmentation of urban Indian wine consumers will be helpful for marketers to identity and describe the differences in attributes and behaviors, to create customized promotions to match the needs.
Keywords
Citation
Sharma, P., Singh, S. and Misra, R. (2020), "Wine-related lifestyle segmentation in the context of urban Indian consumers", International Journal of Wine Business Research, Vol. 32 No. 4, pp. 503-522. https://doi.org/10.1108/IJWBR-05-2019-0036
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited