Previous research on ethnocentrism and lifestyle has focused on attitudinal segmentation. However, consumer attitudes may not always be consistent with the actual purchasing decision. Since behavioural intentions are more proximal predictors of behaviours than attitudes, segmenting markets using...

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...

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...

Die Marktsegmentierung ist eines der meist diskutierten Themen im Marketing. Eine kaum genutzte Datengrundlage stellt dabei die inhaltsbasierte Auswertung digitaler Bilder dar. Digitale Bilder nehmen in der heutigen Gesellschaft einen immer größeren Stellenwert ein und werden zunehmend...