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Johan Bruwer - One of the best experts on this subject based on the ideXlab platform.

  • An Empirical Confirmation of Wine‐Related Lifestyle Segments in the Australian Wine Market
    International Journal of Wine Marketing, 2020
    Co-Authors: Trent E Johnson, Johan Bruwer
    Abstract:

    The wine industry has been criticised in the past for adopting a mass‐marketing approach but in the current ultra‐competitive wine market the inevitable outcome of a production rather than marketing orientation is almost certain failure. Whereas the Australian domestic wine market is currently experiencing a low growth rate, a precursor to any future growth strategy is a clear understanding of the market. Acceptance of market segmentation as a strategy to target consumers more effectively enhances the focus and differentiation essential to achieve growth in the wine market. Recently a new segmentation approach of lifestyle based on a cognitive deductive perspective that makes lifestyle specific to the area of wine consumption was developed by Bruwer et al. (2001). This process included the development of a wine‐related lifestyle (WRL) measurement Research Instrument and the identification of five wine‐related lifestyle market segments. In this paper, a study conducted in the Australian wine market on 363 consumers to empirically confirm or disconfirm the previously identified five wine‐related lifestyle segments is reported on. The further theoretically‐driven development and improvement of the WRL Research Instrument is also described.

  • domain specific market segmentation a wine related lifestyle wrl approach
    Asia Pacific Journal of Marketing and Logistics, 2017
    Co-Authors: Johan Bruwer, Brigitte Roediger, F J Herbst
    Abstract:

    Purpose The purpose of this paper is to illustrate the use of a domain-specific Research Instrument (the wine-related lifestyle (WRL)) to determine the different lifestyle-related wine market segments in a country and compare the findings cross-culturally. Design/methodology/approach The Research Instrument included 48 psychographic activities, interests and opinions (AIO) statements, plus socio-demographic, product consumption and purchasing questions. A final sample of 376 South African wine consumers was utilised, whereon exploratory and confirmatory factor analysis, combined with Hough’s Euclidean test, were applied to determine the existence of clusters (segments), assign descriptions to them, and link these to product consumption data. Findings Five wine segments recurred when comparing wine market segmentation studies cross-culturally. This means that cross-culturally, similar types of people drink wine with similar AIOs towards wine. In the South African market, four of these segments were identified. Research limitations/implications This study achieved a robust lifestyle-based market segmentation algorithm which can be used by Researchers in different country environments for wine as a domain-specific product. Originality/value The contribution of this Research is threefold in that it tested the WRL Instrument in a cross-cultural context which is the first time this has been done; in the process it interpreted the wine consumer segments in South Africa for the first time; using a WRL-based (AIO) approach. The study demonstrated that market segmentation based on psychographic (lifestyle) behaviour is strengthened when supported by two additional segmentation methods, namely, socio-demographics and product involvement (purchasing and consumption).

  • an empirical confirmation of wine related lifestyle segments in the australian wine market
    International Journal of Wine Marketing, 2003
    Co-Authors: Trent E Johnson, Johan Bruwer
    Abstract:

    The wine industry has been criticised in the past for adopting a mass‐marketing approach but in the current ultra‐competitive wine market the inevitable outcome of a production rather than marketing orientation is almost certain failure. Whereas the Australian domestic wine market is currently experiencing a low growth rate, a precursor to any future growth strategy is a clear understanding of the market. Acceptance of market segmentation as a strategy to target consumers more effectively enhances the focus and differentiation essential to achieve growth in the wine market. Recently a new segmentation approach of lifestyle based on a cognitive deductive perspective that makes lifestyle specific to the area of wine consumption was developed by Bruwer et al. (2001). This process included the development of a wine‐related lifestyle (WRL) measurement Research Instrument and the identification of five wine‐related lifestyle market segments. In this paper, a study conducted in the Australian wine market on 363 consumers to empirically confirm or disconfirm the previously identified five wine‐related lifestyle segments is reported on. The further theoretically‐driven development and improvement of the WRL Research Instrument is also described.

Trent E Johnson - One of the best experts on this subject based on the ideXlab platform.

  • An Empirical Confirmation of Wine‐Related Lifestyle Segments in the Australian Wine Market
    International Journal of Wine Marketing, 2020
    Co-Authors: Trent E Johnson, Johan Bruwer
    Abstract:

    The wine industry has been criticised in the past for adopting a mass‐marketing approach but in the current ultra‐competitive wine market the inevitable outcome of a production rather than marketing orientation is almost certain failure. Whereas the Australian domestic wine market is currently experiencing a low growth rate, a precursor to any future growth strategy is a clear understanding of the market. Acceptance of market segmentation as a strategy to target consumers more effectively enhances the focus and differentiation essential to achieve growth in the wine market. Recently a new segmentation approach of lifestyle based on a cognitive deductive perspective that makes lifestyle specific to the area of wine consumption was developed by Bruwer et al. (2001). This process included the development of a wine‐related lifestyle (WRL) measurement Research Instrument and the identification of five wine‐related lifestyle market segments. In this paper, a study conducted in the Australian wine market on 363 consumers to empirically confirm or disconfirm the previously identified five wine‐related lifestyle segments is reported on. The further theoretically‐driven development and improvement of the WRL Research Instrument is also described.

  • an empirical confirmation of wine related lifestyle segments in the australian wine market
    International Journal of Wine Marketing, 2003
    Co-Authors: Trent E Johnson, Johan Bruwer
    Abstract:

    The wine industry has been criticised in the past for adopting a mass‐marketing approach but in the current ultra‐competitive wine market the inevitable outcome of a production rather than marketing orientation is almost certain failure. Whereas the Australian domestic wine market is currently experiencing a low growth rate, a precursor to any future growth strategy is a clear understanding of the market. Acceptance of market segmentation as a strategy to target consumers more effectively enhances the focus and differentiation essential to achieve growth in the wine market. Recently a new segmentation approach of lifestyle based on a cognitive deductive perspective that makes lifestyle specific to the area of wine consumption was developed by Bruwer et al. (2001). This process included the development of a wine‐related lifestyle (WRL) measurement Research Instrument and the identification of five wine‐related lifestyle market segments. In this paper, a study conducted in the Australian wine market on 363 consumers to empirically confirm or disconfirm the previously identified five wine‐related lifestyle segments is reported on. The further theoretically‐driven development and improvement of the WRL Research Instrument is also described.

Charlotte A Huber - One of the best experts on this subject based on the ideXlab platform.

Sari Lindblomylanne - One of the best experts on this subject based on the ideXlab platform.

  • using a Research Instrument for developing quality at the university
    Quality in Higher Education, 2012
    Co-Authors: Anna Parpala, Sari Lindblomylanne
    Abstract:

    The University of Helsinki, along with the other European universities, is facing challenges for enhancing the quality of teaching and developing quality assurance systems with comparable criteria. To tackle these aims the university started to develop a student feedback system with a solid theoretical feedback and valuable practical implications. The present study describes the process of developing a Research Instrument and a questionnaire as a part of a Research project The Students’ Approaches to Learning and their Experiences of the Teaching-Learning Environment(s) (LEARN) at the university. The work carried out at the University of Helsinki clearly demonstrates the value of using the LEARN questionnaire: at the same time it is a valid Research Instrument and a practical tool for enhancing the quality of students’ learning. Different faculties at the University of Helsinki have used the Instrument for Research purposes, in their quality work and in student counselling. Furthermore, the software that ...

David L Paterson - One of the best experts on this subject based on the ideXlab platform.

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