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Profiling The Wine Consumer Market: Case Studies On Usa And Romania

Author

Listed:
  • Ştefan MATEI

    (Doctoral Schol of Economics and Busines Administration,"Al.I Cuza" University, Iaşi, România)

Abstract

A marketing-oriented winery is capable to understand the configuration of a marketing strategy and the implications and opportunities of its implementation in the activity they carry out. This know-how allows wineries to effectively compete with other wine producers in today’s quasi-saturated, complex and challenging wine market. A winery with such an orientation is also capable to attain its aspirations and objectives through a thorough understanding of customers’ needs and wants. Within this context the scope of this paper is being sketched: to look within the wide spectrum of wine consumers and shed light on the consumer market segmentation process in order to better understand the wine consumer behaviour, values, consumption patterns and profiles. The gathered intelligence will allow winemakers to produce the wines that the consumers actually want to drink.

Suggested Citation

  • Ştefan MATEI, 2014. "Profiling The Wine Consumer Market: Case Studies On Usa And Romania," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 4, pages 615-622, July.
    • Handle: RePEc:cmj:seapas:y:2014:i:4:p:615-622
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    References listed on IDEAS

    as
    1. Corina AnaMaria IOAN & Florin Alexandru LUCA & Constantin SASU, 2013. "The Specificity Of Personal Brand. Literature Review," Management Intercultural, Romanian Foundation for Business Intelligence, Editorial Department, issue 29, pages 165-170, October.
    2. Corina AnaMaria IOAN & Florin Alexandru LUCA & Constantin SASU, 2013. "Personal Brand – From Theory To Practice In Contemporary Society. Literature Review," Management Intercultural, Romanian Foundation for Business Intelligence, Editorial Department, issue 29, pages 171-182, October.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Wine industry; Wine marketing; Consumer profiles; Market segmentation process;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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