Browsing by Author "Myburgh, Carna"
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- ItemSegmenting the South African wine market : a focus on involvement, motive/lifestyle and purchase behaviour(Stellenbosch : Stellenbosch University, 2022-12) Myburgh, Carna; Pentz, Christian Donald; Stellenbosch University. Faculty of Economic and Management Sciences. Dept of Business Management.ENGLISH SUMMARY: Wine is a complex product that comprises many intrinsic and extrinsic product attributes, ranging from grape variety to brand. Wine consumer behaviour is also intricate. First, consumers have different levels of involvement with the wine product, ranging from no or low involvement to ultra-high involvement. Moreover, consumers have different lifestyle motives to consume wine, ranging from drinking wine for self-expression to enjoying the intellectual challenge associated with wine consumption. Varying levels of involvement and motives to consume wine could lead different wine consumers to consider alternative wine product purchase criteria. Wine consumers pay attention to different aspects of wine when buying wine, from price to the wine producer. Therefore, many factors play a role in a consumer product purchase decision. The South African wine industry is in dire need of an increase in domestic wine sales. Therefore, information is needed by wine marketers to better understand the South African wine market. Market segmentation is, therefore, necessary to divide the total wine market into distinct consumer groups to better satisfy the needs and wants of these consumers. Because of the limited knowledge of different South African wine segments, the purpose of this study was to explore involvement, motive/lifestyle, and purchase behaviour of South African wine consumers. The purpose was to segment the South African wine market according to the involvement, motive/lifestyle, and purchase behaviour of its consumers. Based on the results of the study, wine marketers can effectively target South African wine market segments according to characteristics. This study was semi-replicated from a Swiss market segmentation study conducted by Brunner and Siegrist (2011). The present study was two-phased. First, a qualitative phase entailed a focus-group discussion to establish whether the proposed questionnaire, semi-replicated from the Swiss study, was valid for use in studying South African wine consumers, as the instrument would be used in the second research phase. In the second (quantitative) phase of the study, a survey strategy was implemented. Data were gathered from 400 respondents (South African wine consumers) through a questionnaire, with the assistance of an external research company. Analysis of the gathered data assisted the researcher in segmenting the South African wine market according to involvement, motive/lifestyle, and purchase behaviour. A specific research design and methodology plan was implemented to segment the South African wine market. First, a cluster analysis was conducted, whereby the 400 respondents were grouped into five respective clusters (segments). The clusters were formed based on their similarity according to Involvement, Motive/Lifestyle, and Purchase behaviour sub-variables and behavioural variables. Hence, hierarchical clustering was employed using Ward’s method and Euclidean distances. In the next step, one-way analysis of variance (ANOVA) with an F-test and Fisher’s least significant difference (LSD) post hoc test was computed for each sub-variable and variable. The purpose of the one-way ANOVA was to establish whether the identified clusters differed significantly according to each sub-variable and behavioural variable. The clusters (segments) were profiled accordingly the identified significant differences and means. The five South African wine market segments identified in this study are: the bargain-hunting wine consumer, the wine traditionalist, the wine enthusiast, the wine intellectual, and the basic wine consumer.