Summary of modelling lifestyle-based segments of Indian wine consumers using the latent profile analysis approach

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Article

Abstract

Study Background: This study titled “Modelling lifestyle-based segments of Indian wine consumers using the latent profile analysis approach” authored by Vageesh Neelavar Kelkar, Kartikeya Bolar, Valsaraj Payini, and Jyothi Mallya, explores the segmentation of wine consumers in India using the wine-related lifestyle (WRL) instrument to identify distinct consumer clusters and their socio-demographic profiles.

Research Goals and hypotheses: This study aims to identify and validate the different clusters of wine consumers in India based on the wine-related lifestyle (WRL) instrument. It also investigates how the identified clusters differ in terms of socio-demographic characteristics, such as age, gender, income, education, employment and marital status.

Methodological Approach: A survey of 432 wine consumers provided data for analysis. Latent profile analysis was used to identify three main clusters: curious, ritualistic, and casual. The curious cluster demonstrated high engagement in situational and social wine consumption, suggesting a more exploratory and social approach to wine. The ritualistic cluster preferred wine consumption as part of structured, habitual rituals. The casual cluster, characterized by a more relaxed approach to wine, had a notably higher proportion of female consumers than the other groups. The study employed decision tree analysis based on a recursive partitioning algorithm to validate the clusters.

Result and Discoveries: Three distinct segments emerged after data were subjected to latent profile analysis: curious, ritualistic, and casual. The authors found that the curious cluster had a high mean score for situational and social consumption, while the ritualistic cluster had a high mean for ritualistic consumption. The findings also suggest that the casual cluster had more female wine consumers.

Recommended citation: Kelkar, V.N., Bolar, K., Payini, V. and Mallya, J. (2023), "Modelling lifestyle-based segments of Indian wine consumers using the latent profile analysis approach", International Journal of Wine Business Research, Vol. 35 No. 1, pp. 1-24. https://doi.org/10.1108/IJWBR-09-2021-0044

Publication Date: 2023

Link: https://www.emerald.com/insight/content/doi/10.1108/IJWBR-09-2021-0044/full/html

Recommended Citation: Kelkar, V.N., Bolar, K., Payini, V. and Mallya, J. (2023) " Summary of modelling lifestyle-based segments of Indian wine consumers using the latent profile analysis approach".

Publication Date

2023

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