Segmentation of wine consumers based on level of involvement: a case of Lebanon

Abstract

Purpose The purpose of this study is to segment Lebanese wine customers based on their level of involvement with wine. It also profiles them on the basis of wine drinking motivations, wine attributes and information sources, wine consumption and purchasing behaviour and socio-demographic characteristics. Design/methodology/approach The data in the study was collected from the main supermarkets, hypermarkets and special liquor outlets as well as upscale restaurants serving alcohol in the Lebanese capital, Beirut, through a structured questionnaire. Out of 700 people approached, only 498 surveys were collected. After splitting consumers into three different segments: high, moderate and low involvement, the study clearly profiles the groups by employing principal component analysis, ANOVA and chi-square analysis. Findings After splitting consumers into three different groups based on involvement with wine; high, moderate and low, the study clearly identified the differences between groups regarding wine attributes, information sources, purchasing and consumption and socio-demographic characteristics. Originality/value Although there are plenty of studies on the examination of wine consumers in the literature from diverse countries, this is the first study investigating wine consumers based on wine involvement in a Middle Eastern country, Lebanon.