Purpose

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.

Design/methodology/approach

The authors conducted a survey using a structured questionnaire to collect data from wine consumers in India. The number of participants totalled to 432. The authors first identified the clusters using latent profile analysis. The authors then used the decision tree analysis based on a recursive partitioning algorithm to validate the clusters. Finally, the authors analysed the relationship between the identified clusters and socio-demographic characteristics using correspondence analysis.

Findings

Three distinct segments emerged after data were subjected to latent profile analysis, namely, 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.

Originality/value

This study makes methodological contributions to the wine consumer segmentation approach. First, it adopts a latent profile analysis to profile Indian wine consumers. Second, it validates the obtained clusters using the decision tree analysis method. Third, it analyses the relationship between the identified clusters and socio-demographic variables using correspondence analysis, a technique far superior to the Chi-square methods.

中文翻译：

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使用潜在概况分析方法对基于生活方式的印度葡萄酒消费者细分进行建模

目的

本研究旨在根据与葡萄酒相关的生活方式 (WRL) 工具来识别和验证印度不同的葡萄酒消费者群体。它还调查了已识别的集群在社会人口特征方面的差异，例如年龄、性别、收入、教育、就业和婚姻状况。

设计/方法/途径

作者使用结构化问卷进行了一项调查，以收集来自印度葡萄酒消费者的数据。参与者总计 432 人。作者首先使用潜在概况分析确定了集群。然后，作者使用基于递归分区算法的决策树分析来验证集群。最后，作者使用对应分析分析了已识别的集群与社会人口特征之间的关系。

发现

在对数据进行潜在概况分析后，出现了三个不同的部分，即好奇、仪式和随意。作者发现好奇集群在情境和社会消费方面的平均得分较高，而仪式集群在仪式消费方面的平均得分较高。调查结果还表明，休闲集群有更多的女性葡萄酒消费者。

原创性/价值

本研究对葡萄酒消费者细分方法做出了方法论贡献。首先，它采用潜在概况分析来对印度葡萄酒消费者进行概况分析。其次，它使用决策树分析方法验证获得的聚类。第三，它使用对应分析分析了已识别的聚类与社会人口变量之间的关系，这是一种远优于卡方方法的技术。