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

Table 8

Mean age and percentages of gender, nationality, and residence area 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
Age	53.0	51.7	51.2	54.3	58.0	50.4	56.0	53.4
Gender
Male	62%	53%	55%	70%	62%	52%	81%	61%
Female	38%	47%	45%	30%	38%	48%	19%	39%
Nationality
Swiss	84%	88%	92%	96%	91%	98%	96%	92%
Non-Swiss	16%	12%	8%	4%	9%	2%	4%	8%
Residence area
City	15%	29%	12%	12%	9%	15%	19%	14%
Urban area	42%	38%	41%	36%	33%	50%	41%	39%
Rural area	43%	34%	48%	52%	58%	35%	41%	47%

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