Purpose

The purpose of this study is to segment Turkish wine customers based on their level of involvement. This study profiles them based on their wine drinking motivations, wine attributes, information sources, wine purchasing and consumption behaviour and socio-demographic characteristics.

Design/methodology/approach

For this study, a structured online questionnaire was used to collect data from the listed email addresses of institutes, universities and commercial websites. The sample size was 708 people. After splitting consumers into three groups based on their involvement levels in wine (high, moderate and low), the study profiles them by implementing ANOVA, principal component and chi-square analyses.

Findings

The study identifies the differences between groups with different involvement levels in wine regarding drinking motivations, wine attributes, information sources, consumption and purchasing behaviour as well as socio-demographic characteristics.

Originality/value

Although there are a few studies in the literature evaluating wine consumers from various nations, to the best of the authors’ knowledge, this is the first study investigating wine consumers based on involvement levels in Turkey, where alcoholic beverages are excessively taxed, and advertising is banned and promoting them is limited.

中文翻译：

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基于参与程度的葡萄酒消费者类型：土耳其案例

目的

本研究的目的是根据土耳其葡萄酒客户的参与程度对他们进行细分。这项研究根据他们的葡萄酒饮用动机、葡萄酒属性、信息来源、葡萄酒购买和消费行为以及社会人口特征对他们进行了描述。

设计/方法论/途径

在本研究中，使用结构化在线调查问卷从列出的研究所、大学和商业网站的电子邮件地址收集数据。样本量为 708 人。根据消费者对葡萄酒的参与程度（高、中、低）将消费者分为三组后，该研究通过实施方差分析、主成分分析和卡方分析来对他们进行分析。

发现

该研究确定了不同葡萄酒参与程度的群体在饮酒动机、葡萄酒属性、信息来源、消费和购买行为以及社会人口特征方面的差异。

原创性/价值

尽管文献中有一些研究评估了不同国家的葡萄酒消费者，但据作者所知，这是第一项根据土耳其葡萄酒消费者的参与程度进行调查的研究，土耳其的酒精饮料征税过高，而且广告也很少见。被禁止，推广也受到限制。