ANALYSIS OF BUYING HABITS - WINE SEGMENT
ANALYSIS OF BUYING HABITS - WINE SEGMENT
Author(s): Luka Samardžija, Domagoj Soukup, Siniša KuzmanovićSubject(s): Economy, Business Economy / Management, Agriculture
Published by: Sveučilište J.J. Strossmayera u Osijeku, Fakultet Turizma i ruralnog razvoja u Požegi (Veleučilište u Požegi)
Keywords: Wine; marketing; promotion; sale; segmentation;
Summary/Abstract: On a market with high supply offer segmentation cares extremely high importance. Wine is characterized as highly complex product and possibility of segmentation is extremely large. To insure detailed analysis it is essential to take in count all starting points of segmentation. Demographic factor can help with the analysis but wine as a product demands as specific approach as possible to ensure relevant conclusion. Wine promotion and market communication without detailed analysis based on a market segmentation cannot give any reliability for a success. Market acknowledges high segment of bought buyers profiles and product offers. To meet bought wishes communicating with buyers is essential.
Journal: Vallis Aurea (Journal of Sustainable Development and Innovation)
- Issue Year: 3/2017
- Issue No: 2
- Page Range: 103-110
- Page Count: 8
- Language: English