Summary of - Modelling Lifestyle-Based Segments of Indian Wine Consumers Using the Latent Profile Analysis Approach

Document Type

Article

Abstract

Study Background: The study focuses on segmenting Indian wine consumers based on their wine-related lifestyle (WRL) and analyzing how these segments differ in socio-demographic characteristics.

Research Goals and Hypotheses: The goal is to identify distinct clusters of wine consumers using latent profile analysis and validate them using decision tree analysis. The hypothesis is that wine-related lifestyle segments can be effectively differentiated based on socio-demographic characteristics.

Methodological Approach: A survey of 432 wine consumers in India was conducted using a structured questionnaire. Latent profile analysis and decision tree analysis were employed to segment and validate the clusters, followed by correspondence analysis.

Results and Discoveries: Three distinct segments—curious, ritualistic, and casual—were identified. The curious cluster scored high on situational and social consumption, while the ritualistic cluster scored high on ritualistic consumption. The casual cluster had more female consumers.

Publication Date: 2023

Recommended Citation: Kelkar, V.N., Bolar, K., Payini, V., & Mallya, J. (2023). Modelling lifestyle-based segments of Indian wine consumers using the latent profile analysis approach. International Journal of Wine Business Research, 35(1), 1-24.

Publication Date

2023

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