Consumer segmentation in the wine industry takes on many forms: demographic, geographic, behavioral, and others. In the United States, one of the most promising new demographic segments is the Millennial or Echo Boomer segment, which is being targeted by many consumer industries due to its size...

Marketers who face strong competition from imports need to know how to best approach their domestic (home country) market. To suggest elements of strategy for such beleaguered marketers, this study presents a process model that views purchase-related behavior as help for their nation's workers...