1. A Bit About Wine

2. A complex choice High level of extrinsic attributes Wine choice … Large number of brands Confusion btw. true brands & generic types

4. Highly subjective

6. Less involvedAll cues are dependent on the level of knowledge. Extrinsic Price Quality Purchase decision Packaging Taste Brand / Region Situation / Purpose Intrinsic

10. Label is primary source of info

12. Wine style (fruity, light, tannic, etc.)

13. Dryness

15. Region (D.o.C) is important

17. Presence of others

19. Financial: the cost

20. Social : others’ perception

22. Mapping consumer segments Value-based wine consumer segmentation Environment and energy conscious life Self-fulfillment Personal and financial security Personal freedom independence Family life Health conscientiousness Good appearance Belonging True friendship

23. Safety seekers Savers, value comfortable, family life Primary/ secondary education Above average anxiety level Infrequent, price-sensitive wine purchasers Purchase wine at supermarkets Low price range Hedonists High living standard, self-actualizers Like surprises; are open to novelties Single, high-income males Wine-friends of interest Quality wine purchasers: frequent, self-indulgent Ready burn cash for wine Location-sensitive Self-fulfillers Self-actualizers, highly educated, High living standard; recognition is important Wine-friends of interest/ amateur wine prof’s Wine/ food synergy Shop at supermarkets, observe price/quality Indifferents Value safety and saving, “tired of life” Elderly, uneducated males Lay, non-professional wine consumers (tend to beer) Purchase from round-the-corner shops Taste and quality are not important Bottom of price range MAPPINGCONSUMER SEGMENTS *Research on Hungarian consumers

24. Mapping consumer segments

25. Mapping consumer segments