Emergence of New Segments of Swiss Wine Consumers: A Comparison with a Segmentation Study from 2011
Table 6
Mean scores of selected behavioral variables 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
Total (100%) N = 559
Consumption frequency days/year
190
107
123
134
121
153
118
133
Consumption volume dl/occasion
2.5
2.5
2.7
2.9
2.0
3.2
2.8
2.6
Consumption volume l/year
47
25
34
38
24
47
34
35
Red wine in %
64.6
59.2
60.1
61.5
64.6
51.1
61.7
60.7
White wine in %
20.6
21.8
22.6
25.9
21.0
28.1
22.0
23.2
Rosé wine in %
5.7
8.3
6.8
6.6
6.1
11.0
8.9
7.2
Sparkling wine in %
9.2
10.7
10.5
6.0
8.4
9.9
7.4
8.9
Price per bottle for personal consumptiona
16.3
16.4
16.9
20.5
15.1
15.4
19.0
17.3
Price per bottle for guesta
18.4
17.8
17.3
20.5
17.1
17.2
19.5
18.3
Price per bottle for giftinga
21.4
22.0
23.3
23.5
21.0
21.9
26.6
22.7
Like to buy wineb
4.7
2.3
4.1
4.9
3.1
4.2
4.3
3.9
Prefer to drink wine at homeb
3.7
2.2
3.5
3.7
2.9
3.5
3.9
3.3
Drink wine mostly in the company of othersb
4.7
3.1
4.9
5.3
4.5
4.7
4.7
4.6
Enjoy a glass along a meal in a restaurantb
5.3
2.9
5.2
5.5
4.4
5.1
5.0
4.8
Drink more on holidaysb
4.5
2.7
4.5
4.5
3.7
4.7
4.8
4.1
Notes. < 0.001; < 0.05; ain CHF; bLikert scale; 1 = “do not agree at all” to 6 = “agree completely”; bold = the highest score for the variable; italic = the lowest score for the variable; mean scores on a six-point.
