As the global food marketing environment becomes more competitive, marketers will need to devise mechanisms for understanding and mapping changes in consumers’ food-related attitudes and behaviours. Such knowledge is paramount in developing and adjusting marketing strategies, building superior...

The primary objectives of this research were to further strengthen the wine-related lifestyle (WRL) instrument and to compare and contrast the composition and nature of the wine market segments with the earlier studies. Data collection took place by means of the computerassisted telephone...

As wine increasingly becomes a lifestyle beverage and more acceptable and desired by a wider spectrum of consumers, there is a greater need to understand wine consumer values, consumption patterns and profiles. This research recognises that lifestyle is inextricably linked to values and the...