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An Empirical Confirmation of Segments in the Australian Wine Market

John Hall (Department of Hospitality, Tourism & Marketing, Victoria University, and Maxwell Winchester, Marketing Science Centre, University of South Australia)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 January 1999



Spawton (1991) discusses consumer expectations and risk‐reduction strategies in the purchase of wines. Spawton (1991) refers to a four‐segment model of the market. These segments include Connoisseurs, Aspirational Drinkers, Beverage Wine Consumers and New Wine Drinkers. These segments were developed from the results of an exploratory qualitative study conducted by McKinna (1987). This study aims to empirically test and confirm the segments that the wine industry has taken for granted. There are four hypotheses relating to the confirmation of Spawton's (1991) segments.



Hall, J. (1999), "An Empirical Confirmation of Segments in the Australian Wine Market", International Journal of Wine Marketing, Vol. 11 No. 1, pp. 19-35.




Copyright © 1999, MCB UP Limited

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