Wine product bundling: for a new segment of wine consumers

Matthews, Christopher and Goodman, Steve and Habel, Cullen and Somogyi, Simon (2011) Wine product bundling: for a new segment of wine consumers. In: 6th Academy of Wine Business Research Conference: The Faces of Wine Sustainability (AWBR 2011) , 9-10 Jun 2011, Bordeaux, France.

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Purpose: Researchers have investigated product bundles using convenient product categories, but there is little evidence that wine product bundles have been studied. Research is fundamental to producing wine product bundles that will benefit the wine industry rather than hurt it. This research forms an exploratory study as to whether a large scale segment of wine market is likely to be prone to deals that include product bundles.
Design/methodology/approach: Personally administered quantitative questionnaire that pre-tested 25 respondents, with a full research sample of 262 valid responses. The survey was administered at 14 locales around the South Australian metropolitan and outer metropolitan areas. Respondents were filtered to include wine drinkers above the age of 18 years.
Findings: Segmentation analysis from the research describes three market segments which offer market intelligence to the wine industry. One wine consumer segment is particularly deal prone, and is also interested in promotions and discounts and purchasing bundles. This segment is predominately younger between the ages of 18-39. Other findings included a lack of wine product bundle awareness and results that indicated, alcohol consumers who did not consider wine to be the most important element in the bundle purchase, also consider the bundle including to be more convenient, better value for money, and were more likely to represent a purchase.
Practical implications: The Australian wine industry is experiencing difficult economic conditions, low profitability, and consolidation of the retail industry is causing a loss of negotiating power. This research has the potential to provide the wine industry with market intelligence that may uncover a new buying wine consumer segment and provide small to medium wine companies (SME’s) the data to create wine product bundles that form a unique set of wine products.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: No evidence of copyright restrictions preventing deposit.
Faculty / Department / School: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 22 May 2012 23:10
Last Modified: 20 Sep 2017 01:54
Uncontrolled Keywords: product bundling; wines; marketing strategy; anchoring; segmentation; consumer behaviour
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
14 Economics > 1402 Applied Economics > 140209 Industry Economics and Industrial Organisation
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing

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