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The purpose of this study is to segment Turkish wine customers based on their level of involvement. This study profiles them based on their wine drinking motivations, wine attributes, information sources, wine purchasing and consumption behaviour and socio-demographic characteristics.

For this study, a structured online questionnaire was used to collect data from the listed email addresses of institutes, universities and commercial websites. The sample size was 708 people. After splitting consumers into three groups based on their involvement levels in wine (high, moderate and low), the study profiles them by implementing ANOVA, principal component and chi-square analyses.

The study identifies the differences between groups with different involvement levels in wine regarding drinking motivations, wine attributes, information sources, consumption and purchasing behaviour as well as socio-demographic characteristics.

Although there are a few studies in the literature evaluating wine consumers from various nations, to the best of the authors’ knowledge, this is the first study investigating wine consumers based on involvement levels in Turkey, where alcoholic beverages are excessively taxed, and advertising is banned and promoting them is limited.