Comprendiendo a los consumidores de vino según sus motivaciones: el caso de la generación millennial en España
[EN] The objective of this work is to analyze and to segment the wine consumers according to their motivations, focusing on the millennial gene ration in Spain. The alarming decline in wine consumption among the young people is relevant to providing recommendations to wine firms. A probabilistic sur...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2020 |
| País: | España |
| Institución: | Universitat Politècnica de València (UPV) |
| Repositorio: | RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia |
| Idioma: | español |
| OAI Identifier: | oai:riunet.upv.es:10251/162611 |
| Acceso en línea: | https://riunet.upv.es/handle/10251/162611 |
| Access Level: | acceso abierto |
| Palabra clave: | Wine Millennial generation Motivations Spain Vino Millenials Motivaciones España ECONOMIA, SOCIOLOGIA Y POLITICA AGRARIA |
| Sumario: | [EN] The objective of this work is to analyze and to segment the wine consumers according to their motivations, focusing on the millennial gene ration in Spain. The alarming decline in wine consumption among the young people is relevant to providing recommendations to wine firms. A probabilistic survey was conducted on 474 wine consumers within the 18-37 age range. To do this, a factor analysis was initially done, and then a cluster analysis to identify the consumer segments based on their motivations. The results present opportunities and challenges for the designing marketing strategies that appeal to and build loyalty in millennial consumers. |
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