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January 2003
Knowing the Wine Consumer
The Role of Market Segmentation in Targeting Wine Consumers
by Angus Hughson, Hollis Ashman, Victoria de la Huerga, Howard Moskowitz
As the world wine market and the number of producers competing for a share in that market increases, it has become more important for producers, both small and large, to understand the needs of the wine consumer. That is, the qualities that consumers are looking for in different styles of wine. What is clear from the market analysis of any product is that there are subsets of consumers whom each have a distinct set of requirements. Through a greater understanding of these needs, groups of consum...
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