MODALITÉS D'ACHAT ET DE CONSOMMATION DE VINS EN ROUMANIE: PROPOSITION D'UNE SEGMENTATION

François Fulconis () and Jean-Laurent Viviani ()
Additional contact information
François Fulconis: LBNC - Laboratoire Biens, Normes, Contrats - AU - Avignon Université, AU - Avignon Université, CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université
Jean-Laurent Viviani: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, UR - Université de Rennes

Post-Print from HAL

Abstract: French companies in the wine industry are facing a decline in demand on their domestic market and an increasing competition on their traditional export markets. A solution for French companies could be to seek new outlets. Eastern and Central European countries, because of their fast economic growth and of the recent evolution of their consumption modes, are very attractive market targets. In order to better understand these emerging markets, this article analyses wine consumption using a sample of consumers of the area of Banat in Romania. From data collected using a questionnaire, it aims describing and identifying the principal characteristics and determinants of this consumption and proposes a market segmentation. With this intention, we use two different approaches of market segmentation (one-dimensional and multidimensional) based on socio-economic and behavioral criteria. We obtain five segments which are different by the importance given to various product characteristics and the modes of data processing. Four of them describe the principal characteristics of the consumers interested by wine, whereas the fifth gathers the individuals not interested by wine.

Keywords: Consumer behavior; Consumption; Marketing policy; Romania; Segmentation; Wine Industry.; Comportement du consommateur; Consommation; Filière vitivinicole; Marketing; Roumanie; Segmentation. (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations:

Published in Timisoara Journal of Economics and business, 2010, 3 (9), pp.27-40

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02819261

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().