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

Table 7

Percentages of selected preference 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 (%)
Preferred red wine type
Elegant-complex	10	12	23	22	28	21	22	20
Full-bodied-heavy	46	40	31	38	37	40	37	38
Powerful-spicy-structured (tannin acidity)	31	15	23	25	10	27	30	22
Light-fresh	7	23	10	3	13	4	0	9
Ample-rounded	7	10	13	13	12	8	11	11
Preferred white wine type
Well-balanced-round	38	32	35	42	29	42	33	36
Light-fresh-crisp	33	38	35	35	49	35	41	38
Soft-sweet	15	28	16	8	15	17	4	15
Full-bodied-riche	15	2	14	15	6	6	22	11
Other drinks regularly consumed
Nonalcoholic wine	3	5	6	1	1	0	7	3
Beer	75	62	71	79	67	73	93	73
Cocktails, long drinks, alcopops	20	20	22	9	9	15	15	15
Spirits, liquors	52	43	44	48	31	35	56	44

Notes.  < 0.05;  < 0.01; bold = the highest score for the variable; italic = the lowest score for the variable.