DISCOVER POTENTIAL SEGMENTS OF WINE SHOPS BASING ON SALES STRATEGIES BY CLUSTER ANALYSIS
- Authors: Chironi, S.; Bacarella, S.; Altamore, L.; Ingrassia, M.
- Publication year: 2015
- Type: Proceedings (TIPOLOGIA NON ATTIVA)
- OA Link: http://hdl.handle.net/10447/180379
The HORECA channel is a very important for promoting high-quality wines. In fact, through this distribution channel, consumers can experience wines before purchasing, taste them also with foods and receive additional information. Market segmentation is very crucial for businesses; therefore specific criteria must be applied for a successful segmentation. In this study wine shop segmentation was carried out by explorative hierarchical Cluster Analysis in order to discover potential segments of wine shops and wine bars based on their sales strategies. Moreover, wine shop(s) role in dissemination of information about quality wines was investigated. A census was carried out in a selected Italian city. Results show that wine shops were clearly clustered in three main groups representing different business profiles. The majority of wine shops belong to the cluster Quality-oriented. This result may be interesting if compared with that of other Italian cities or geographic zones. This study not only provides scientific information for consumers to distinguish different wine shops in their market of reference, but also may be useful for wineries in order to know the role of wine shops within the HORECA channel for the distribution of quality wines in different cities or geographic zones.