Variety seeking behavior in the wine domain: A consumers segmentation using big data

We investigated the way Italian consumers  diversify their wine drinking choices, seek experiential knowledge and satisfy their curiosity. Two variety seeking measures are considered, namely the Wine Index of Diversity and Brand Index of Diversity and we analyzed variety seeking behavior in a statistically representative sample of 8,313 Italian households. Four groups are identified based on consumer characteristics and their purchasing behavior. The largest group is “switchers,” which includes consumers showing a relatively higher wine diversity than brand diversity. Estimates reveal the “habitual” group, that lives in the southern Italy and consumes wine less frequently than all other groups. The […]