Segmenting the Nigerian Wine Market Using a Combination of Segmentation Methods Osadebamwen Anthony Ogbeide & Ideba Ele (2015). Segmenting the Nigerian Wine Market Using a Combination of Segmentation Methods. Mayfair Journal of Agribusiness Management Vol. 1, Iss. No.1, Pp 76-93
Abstract
The study investigated consumers in an emerging wine market with a view to gain an understanding of how to serve them best. The main objective of the study was to segment the consumers into serviceable groups using a combination of psychographic, socio-demographic and behavioural characteristics. A validated questionnaire was used to collect usable data from 487 respondents that represented ‘purposive and convenience’ sample from six major cities of Southern Nigeria. Data analysis was done using Strata 12 software. Principal component analysis method of factor analysis was carried out followed by reliability test. Cluster analysis was used to segment the consumers. The cluster analysis indicated three main groups of wine consumers in Nigeria. Cluster 1 showed characteristics of greenhorn wine consumers. They represent 50.1% of the consumers. Members in this segment will seek knowledge assistance about wine to make effective buying and consumption decisions. They require knowledge of taste, price and stores and the provision should be part of the marketing strategy for the group. Cluster 2 represented 44.8% of the consumers and were referred to as enthused wine consumers. They enjoy wine related activities and promote their social self-image. They require more information about wine use than how to make purchase choices. Cluster 3 members were only 5.1% of the surveyed respondents and were referred to as die-hard wine consumers. They use the consumption and wine related activities to promote and signal their social image. They desire more information that promote consumption of different varieties of wine. Market segmentation studies assist marketers in product advertisement, new product development, brand differentiation and niche marketing strategies.
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