Wine product bundling: for a new segment of wine consumers

Paper

Matthews, Christopher, Goodman, Steve, Habel, Cullen and Somogyi, Simon. 2011. "Wine product bundling: for a new segment of wine consumers." 6th Academy of Wine Business Research Conference: The Faces of Wine Sustainability (AWBR 2011) . Bordeaux, France 09 - 10 Jun 2011 Bordeaux, France.
Paper/Presentation Title

Wine product bundling: for a new segment of wine consumers

Presentation TypePaper
AuthorsMatthews, Christopher (Author), Goodman, Steve (Author), Habel, Cullen (Author) and Somogyi, Simon (Author)
Journal or Proceedings TitleProceedings of the 6th Academy of Wine Business Research Conference (AWBR 2011)
ERA Conference ID60388
Number of Pages9
Year2011
Place of PublicationBordeaux, France
Web Address (URL) of Paperhttp://academyofwinebusiness.com/wp-content/uploads/2011/09/93-AWBR2011-Matthews-Goodman-Habel-Somogyi.pdf
Conference/Event6th Academy of Wine Business Research Conference: The Faces of Wine Sustainability (AWBR 2011)
International Conference of the Academy of Wine Business Research
Event Details
6th Academy of Wine Business Research Conference: The Faces of Wine Sustainability (AWBR 2011)
Event Date
09 to end of 10 Jun 2011
Event Location
Bordeaux, France
Event Details
International Conference of the Academy of Wine Business Research
Abstract

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.

Keywordsproduct bundling; wines; marketing strategy; anchoring; segmentation; consumer behaviour
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350606. Marketing research methodology
380109. Industry economics and industrial organisation
Public Notes

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Byline AffiliationsUniversity of Adelaide
School of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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