Perspective générationnelle de la consommation de vin en France: une opportunité pour la segmentation

Thierry Lorrey and Jeanne Albouy ()
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Thierry Lorrey: ESC PAU - Ecole Supérieure de Commerce, Pau Business School

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Abstract: A generational approach of wine consumption in France: an opportunity for segmentation The concept of generation, initially defined in the field of sociology, has not yet been applied in a significant way to segmentation in marketing. Based on a critical discussion of the usual segmentation criteria, this qualitative research analyses the relevance of segmentation by generation for the French wine industry. We show that each of the four generations studied has its own representations of wine, consumption modes, and way of transmitting its wine culture. This generational segmentation explains and predicts wine consumption behaviors. We discuss possible marketing recommendations, most notably with respect to the pivotal generation Y.

Keywords: generation; segmentation; identity; consumer behavior; wine; génération; identité; comportement de consommation; vin (search for similar items in EconPapers)
Date: 2015-09-21
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Published in Décisions Marketing, 2015, 79, pp.93-112. ⟨10.7193/DM.079.93.112⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02309886

DOI: 10.7193/DM.079.93.112

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