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

Table 5

Mean scores of the clustering variables and contrast analysis results by clusters.

	Traditional (11.9%) n = 61	Lowbrow (16.0%) n = 82	Price-conscious (20.3%) n = 104	Involved (21.9%) n = 112	Local (15.2%) n = 78	Relaxation-seeking (9.4%) n = 48	Image-oriented (5.3%) n = 27
Involvement	3.81^D	1.89^D	3.16	4.62^D	2.41^D	3.60	3.62^D
Intrinsic characteristics	4.23^D	2.13^D	3.54^D	4.56^D	3.69^D	4.00^D	3.76
Third-party expertise	3.82^D	2.05^D	3.54^D	3.00	2.25^D	3.16	3.15
Bargain	3.70^D	1.99^D	3.66^D	2.48^D	2.83	3.29^D	3.04
Sensory experience	4.55^D	2.50^D	4.19^D	4.55^D	3.19^D	4.05	4.32
Image	1.47^D	1.14^D	1.26^D	1.31^D	1.11^D	1.25^D	2.81^D
Heritage	3.68^D	1.60^D	1.79^D	2.62^D	1.84^D	2.00^D	3.03^D
Introspection	2.86^D	1.65^D	2.04^D	1.98^D	1.63^D	3.69^D	2.73

Notes.  < 0.001; bold = the highest score for the variable; italic = the lowest score for the variable; mean scores on a six-point Likert scale, 1 = “do not agree at all” to 6 = “agree completely”; ^Dindicates the distinctiveness of the cluster against all others for the selected scale.