Understanding Wine Consumer Segments Through Extrinsic Cues Preference Analysis

Spyridon Mamalis () and Irene Kamenidou
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Spyridon Mamalis: International Democritus University of Thrace
Irene Kamenidou: International Democritus University of Thrace

A chapter in Strategic Innovative Marketing and Tourism, 2026, pp 895-902 from Springer

Abstract: Abstract Wine production and consumption is very important in Greece, and therefore, wine producers need to know the extrinsic cues that influence consumers wine choice. Thus, this study examines how extrinsic cues influence wine choice among consumers and segments them based on similar preferences. Nineteen extrinsic cues were evaluated by a sample of 917 wine consumers through an online survey. Data analysis included descriptive statistics, factor and k-means cluster analysis. The findings reveal that “Price” (MV=5.34), “Vintage” (MV=4.95), and “Suitability of dishes the wine can accompany” (MV=4.79) are the most influential factors in wine selection, while “Wine/winery advertising” had the lowest MV (4.25). A k-means cluster analysis identified a four-cluster segmentation solution: The “Quality-Seeking Pragmatists,” the “Engaged Connoisseurs,” the “Indifferent Consumers,” and the “Uninvolved.” The study discusses the profiles of each segment and suggests targeted marketing strategies accordingly. These findings are considered significant for wine companies and wine marketers in order to modify, where possible, extrinsic cues that influence wine choice to expand market share.

Keywords: Wine marketing; Segmentation; Consumer behavior (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-12968-0_97

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DOI: 10.1007/978-3-032-12968-0_97

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