Skip to main content
padlock icon - secure page this page is secure

Segmentation of the Australian Wine Market Using a Wine-Related Lifestyle Approach

Buy Article:

$53.00 + tax (Refund Policy)

As wine increasingly becomes a lifestyle beverage and more acceptable and desired by a wider spectrum of consumers, there is a greater need to understand wine consumer values, consumption patterns and profiles. This research recognises that lifestyle is inextricably linked to values and the processes by which people seek to achieve their values through various modes of expression, including the consumption of wine. For this purpose, this study developed a new wine-related lifestyle (WRL) measurement instrument for segmenting the Australian domestic wine market. Although the study was exploratory in nature, there is clear evidence that five wine-related consumer lifestyle segments exist in the Australian domestic wine market. These segments are: purposeful inconspicuous premium wine drinkers, ritual oriented conspicuous wine enthusiasts, enjoyment seeking social wine drinkers, fashion/image oriented wine drinkers, and basic wine drinkers.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Document Type: Research Article

Affiliations: 1: Marketing Communications, Department of Marketing, Monash University, Australia 2: Wine Marketing, Wine Business Group, School of Agriculture and Wine, The University of Adelaide, Australia

Publication date: December 1, 2002

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more