Emergence of New Segments of Swiss Wine Consumers: A Comparison with a Segmentation Study from 2011

Table 4

Lifestyle and drinking motive items including factor loadings, sources, and reliability coefficients.

Factor and items (I drink wine…)	Rotated factor loadings	Source
(1) Sensory experience (Cronbach’s α = 0.72)
For pleasure	0.84	Brunner and Siegrist [18]
Because I love the taste	0.82	Dubow [21]
To enhance the taste of food	0.67	Dubow [21]
Because it creates a special dining ambience	0.62	Thach and Olsen [55]
For an intellectual challenge (complexity of the tastes)	0.50	Charters [56]
(2) Image (Cronbach’s α = 0.73)
To establish status	0.80	Charters [56]
To be stylish	0.78	Dubow [21]
To be respected	0.76	Brunner and Siegrist [18]
Because it is aesthetic	0.66	Charters [56]
(3) Heritage (Cronbach’s α = 0.69)
Because it is a natural drink	0.73	Dubow [21]
Because of my cultural background	0.67	Charters [56]
Because I consider wine healthy	0.67	Dubow [21]
Because it is a tradition in my family	0.65	Brunner and Siegrist [18]
(4) Introspection (Cronbach’s α = 0.69)
When I feel depressed	0.77	Dubow [21]
To relax	0.72	Thach and Olsen [55]
To feel good	0.68	Dubow [21]