Market segmentation of Tokaj wines

Abstract

A deliberate market segmentation on the Hungarian wine market appeared not more than a decade ago. Due to an enormous competition, a conscious segmentation of the market for Tokaj wines is essential. In spite of these difficulties on the market it is very rarely seen that producers are using global marketing tools consciously. My aim is to do the consumer market segmentation of Tokaj wines, and to set up consumer clusters. The spread of questionnaires was preceeded by arbitrary sampling. I began with a filtring initial question (do you drink wine?) and the first question of the questionnaire came after the answer YES. Following this, the number of samples was 472 persons. Similarly to the general model of food consumers, 4 classic types of consumer behaviour can be discovered on the market of consumers of Tokaj wines. From the results of the research we can conclude that the general behaviour of food consumers and the characters of the segments of wine consumers’ behaviour correspond to the types of Tokaj wine consumers selected by us. Based on this we can state that the characteristics of the basic types of general food consumers’ behaviour consequently appear in narrower groups as well. This, in the meantime, confirms the correctness of our methodology and can confirm our results.