Candeias, Teresa; Alonso, Hugo - In: Wine Economics and Policy 13 (2024) 1, pp. 97-107
Consumer segmentation is very relevant in the design of wine marketing strategies. Previous studies showed that there … is a relationship between the consump-tion situation and the willingness to pay for a bottle of wine. In this sense, the … consumers and further improve the knowledge of wine marketeers and deci-sion makers in the wine industry about them. …