Beyond The Bottle: Understanding Czech Wine Consumers Through Wine-Lifestyle Segmentation

Paper's objective(s) and research backgroundThe wine market is constantly evolving and understanding consumer behaviour is not only a strategic choice for wine producers but an essential roadmap to success.This study aims to identify segments of Czech wine consumers based on selected attributes related to consumer purchasing behaviour and the wine lifestyle.Data/Methods Data were collected through an online questionnaire survey conducted in all regions of the Czech Republic, resulting in a final sample size of N = 428.Principal component analysis (PCA) was used to uncover latent factors, revealing four latent factors.Hierarchical cluster analysis and K-means cluster analysis were then used to identify distinct segments of wine consumers.Cross-tabulation analysis was subsequently performed to examine and compare the demographic and behavioural characteristics across the identified segments, providing deeper insights into their distinctions. Results/Added valueThe study revealed three distinct segments of Czech wine consumers: Wine enthusiasts, Imageoriented, and a new segment called Self-Guided Tasters.While two segments are consistent with findings from other countries, the emergence of the Self-guided Tasters segment is a unique contribution.The research also delved into the motivations, habits and buying preferences of consumers within each segment.This nuanced research adds value by allowing producers to tailor their strategies, offerings, and communication approaches to each specific segment to better meet the diverse preferences and expectations of the Czech wine market.