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Exploring wine knowledge, aesthetics and ephemerality: clustering consumers

Daniel Hall (KTH Royal Institute of Technology, Stockholm, Sweden)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 20 June 2016

941

Abstract

Purpose

The purpose of this paper is to investigate the relationship between consumer wine knowledge and the aesthetics and ephemerality of wine consumption.

Design/methodology/approach

A survey of 254 respondents for questions relating to objective wine knowledge and frequency of wine consumption, as well as the aesthetics and ephemerality of wine consumption was conducted. Clustering analysis was used to produce four discrete consumer clusters that provide insight into Berthon et al.’s (2009) aesthetic and ontology (AO) framework for the consumption of luxury wine brands.

Findings

The paper finds that four clusters of wine consumers can be identified that exhibit common characteristics outlined in the AO framework.

Practical implications

By clustering consumers and mapping these clusters, the AO framework provides wine marketers with a useful tool to segment the luxury wine market and to develop and deploy tailored wine marketing strategies to target each segment effectively.

Originality/value

This study is one of the first to investigate the relationship between consumer wine knowledge, aesthetics and ephemerality. It offers luxury wine marketers useful insights into targeting wine consumers according to their common characteristics.

Keywords

Citation

Hall, D. (2016), "Exploring wine knowledge, aesthetics and ephemerality: clustering consumers", International Journal of Wine Business Research, Vol. 28 No. 2, pp. 134-153. https://doi.org/10.1108/IJWBR-09-2015-0044

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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