Segmentation of Turkish Wine Consumers Based on Generational Cohorts: An Exploratory Study

Abstract

The purpose of this study is to segment Turkish wine customers based on generational cohorts. It also explores the characteristics of the customers in each group based on wine attributes, information sources, wine consumption, purchase behaviour and socio-economic characteristics. The study's data were collected from the listed mail addresses in some universities, institutes and company websites through a structured online questionnaire. The sample includes 708 respondents. After splitting consumers into three different generational cohorts based on the birth year (Baby Boomers, Generation X and Generation Y), the study clearly profiles the groups by employing principal component analysis, ANOVA and chi-square analyses. After splitting consumers into three groups based on generational cohorts, the study clearly identifies the differences between groups regarding wine attributes, information sources, purchasing and consumption and socio-demographic characteristics. Although there are many studies examining wine consumers in the literature from diverse countries, this is the first study investigating wine consumers based on generational cohorts in Turkey.