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Purchasing Modalities and Consumption of Wines in Romania: A Segmentation Proposal

Author

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  • Francois FULCONIS

    (Laboratoire CRET-LOG - Centre de REcherche sur le Transport et la LOGistique (Aix-Marseille 2), Université d'Avignon et des Pays de Vaucluse – I.U.T. d'Avignon, France)

  • Jean-Laurent VIVIANI

    (Professeur des Universités en Sciences de gestión, CR2M - Centre de Recherche sur le Management et les Marchés (Montpellier 1&2), Université de Montpellier 1 – I.S.E.M., France)

Abstract

French companies in the wine industry are facing a decline in demand on their domestic market and an increasing competition on their traditional export markets. A solution for French companies could be to seek new outlets. Eastern and Central European countries, because of their fast economic growth and of the recent evolution of their consumption modes, are very attractive market targets. In order to better understand these emerging markets, this article analyses wine consumption using a sample of consumers of the area of Banat in Romania. From data collected using a questionnaire, it aims describing and identifying the principal characteristics and determinants of this consumption and proposes a market segmentation. With this intention, we use two different approaches of market segmentation (one-dimensional and multidimensional) based on socio-economic and behavioral criteria. We obtain five segments which are different by the importance given to various product characteristics and the modes of data processing. Four of them describe the principal characteristics of the consumers interested by wine, whereas the fifth gathers the individuals not interested by wine.

Suggested Citation

  • Francois FULCONIS & Jean-Laurent VIVIANI, 2010. "Purchasing Modalities and Consumption of Wines in Romania: A Segmentation Proposal," Timisoara Journal of Economics, West University of Timisoara, Romania, Faculty of Economics and Business Administration, vol. 3(1(9)), pages 27-40.
    • Handle: RePEc:wun:journl:tje:v03:y2010:i1(9):a03
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    References listed on IDEAS

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    1. repec:dau:papers:123456789/654 is not listed on IDEAS
    2. Bernard Pras & Yves Evrard & Elyette Roux, 2003. "Market : études et recherches en marketing - Fondements, méthodes," Post-Print halshs-00150660, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    consumer behavior; consumption; marketing policy; Romania; segmentation; wine industry;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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