Segmentation by involvement or nationality for global retailing: A cross-national comparative study of wine shopping behaviours

© Informa plcIn a study examining wine retail choices of two samples from two different countries (France and Australia), the authors examined the respective contribution of involvement and nationality as segmentation variables. The results suggest that while French wine shoppers differ somewhat from their Australian counterparts, strategies aimed at identifying high-involvement wine consumers may be more successful on a global scale. Whilst there are none to date, this study suggests that there is scope for the development of global wine retailers

The Pareto Effect (80:20 rule) in consumption of liquor: A preliminary discussion

This paper considers two performance issues for several types of alcohol – category penetration and consumer concentration. Consumer concentration is addressed using the performance measure of “Pareto Share”, which is defined as the percentage of category sales to the top 20% of its consumers. The beverage categories of beer, wine and spirits are first compared for their observed 1-week time period. The categories are then modelled, using the Negative Binomial Distribution in order to extrapolate market behaviour to longer time periods of observation – in this case a month and a year. Findings of this study are that the Pareto effect varies considerably across alcohol types and that the apparent Pareto effect increases as the sample time increases. The implications for managers are discussed and areas of further research highlighted

Global vs international involvement-based segmentation: a cross-national exploratory study

Using a clusterwise regression analysis of French and Australian wine consumers, the authors explore the question of whether global marketers, who target the same segment around the world, are using a better strategy than international marketers who segment each national market and target the most attractive ones. Using involvement as a segmenting variable, several clusters were found, some warranting the global approach and others more suited for the nationally focused one. Based on the description of each segment, various strategic options appear to be open to retail marketers.J‐M. Aurifeille, P.G. Quester, L. Lockshin, T. Spawto