An emotion-based typology of wine consumers |
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| Affiliation: | 1. Business Department, University of A Coruña, Spain;2. Marketing Department, Université du Québec en Outaouais, Canada;3. Economic Analysis and Business Administration Dpt., University of La Rioja, Spain;1. USC 1422 GRAPPE, INRAE, Ecole Supérieure d’Agricultures, SFR 4207 QUASAV, 55 rue Rabelais, 49100 Angers, France;2. StatSC, ONIRIS, INRAE, 44322 Nantes, France;1. Univ. Bordeaux, ISVV, EA 4577 ?nologie, F-33140 Villenave d’Ornon, France;2. INRA, ISVV, USC 1366 ?nologie, F-33140 Villenave d’Ornon, France;3. Univ. Bordeaux, GREThA, UMR CNRS 5113, F-33608 Pessac, France;4. Seguin Moreau, ZI Merpins, F-16103 Cognac, France;1. Department of Management, Society and Communication - Consumer and Behavioural Insights Group, Copenhagen Business School, Dalgas Have 15, 2000 Frederiksberg, Denmark;2. Department of Agricultural and Food Marketing, University of Kassel, Steinstrasse 19, 37213 Witzenhausen, Germany;3. Thünen-Institute of Market Analysis, Bundesallee 63, D-38116 Braunschweig, Germany;1. Department of Economics and Statistics, University of Udine, Via Tomadini n. 30/a, 33100 Udine, Italy;2. Department of Agricultural, Food, Environmental and Animal Sciences, University of Udine, Via Delle Scienze n. 206, 33100 Udine, Italy;3. Department of Agricultural, Food, Environmental and Animal Sciences, University of Udine, Via Sondrio, n. 2/A, 33100 Udine, Italy;1. School of Marketing, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Australia;2. School of Agriculture, Food and Wine, The University of Adelaide, Australia |
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| Abstract: | Product consumption is a sensory experience that can evoke a wide range of emotional responses; and accordingly, the emotional component of food consumption has been widely addressed and has appeared in marketing literature with increasing frequency.To date, there is abundant literature on emotions elicited by product consumption, but there is little research concerning emotions and wine. In this context, we develop an emotion-based segmentation based on the emotions that consumers experience when consuming wine, both considering the valence and arousal dimensions of emotions. In addition, we profile and characterize the emotion-based obtained segments.For this purpose, an emotion-based cluster analysis is conducted through a two-step cluster procedure, followed by a MANOVA test on data from 1269 wine consumers.Our findings show that the average wine consumer does not exist, and that wine consumers cannot be seen as a homogenous group. More precisely, four clusters emerge from our results experiencing different emotions in wine consumption: “emotionally unattached”, “negatives”, “contented circumspects” and “wine lovers”. Results suggest that “wine lovers” is the most attractive segment due to their strong wine emotional bond; being the “negatives” the most challenging segment for wine makers. One useful insight for wineries is that it may not be possible to satisfy all these segments with one single wine. |
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| Keywords: | Emotions Consumer Cluster analysis Segmentation Wine |
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