Abstract
Consumer segmentation is very relevant in the design of wine marketing strategies. Previous studies showed that there is a relationship between the consumption situation and the willingness to pay for a bottle of wine. In this sense, the consumption situation is considered a segmentation variable. However, price sensitivity in relation to the consumption occasion was not measured. In this paper, we propose four measures of price sensitivity to the consumption occasion. We illustrate how to compute them and discuss their advantages and limitations. One of the measures only discriminates consumers that are sensitive to the consumption occasion from those who are not. In turn, the other measures are more informative and make it possible to distinguish between different degrees of sensitivity. The proposed measures can be used to classify consumers and further improve the knowledge of wine marketeers and decision makers in the wine industry about them.
| Original language | English |
|---|---|
| Pages (from-to) | 97-107 |
| Number of pages | 11 |
| Journal | Wine Economics and Policy |
| Volume | 13 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 16 Apr 2024 |
| Externally published | Yes |
Bibliographical note
Publisher Copyright:© 2024 Candeias, T., & Alonso, H.. This is an open access, peerrevieed article published by Firenze University Press (http://www.fupress. com/wep) and distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Keywords
- consumption situation
- sensitivity measure
- willingness to pay
- wine