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Ein Überblick zu Segmentierungsansätzen im Weinmarketing

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Weinmarketing

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Zusammenfassung

Jeder Kunde ist anders. Das sagt man gerne und oft. Sicherlich sind Kundenwünsche sehr individuell. Produkte sind es in der Regel jedoch nicht. Der Geschmack oder die Ausstattung eines Weins werden jedoch immer ein Kompromiss zu Gunsten einer Gruppe von Konsumenten sein. Dieser Beitrag befasst sich mit Wegen, solche Gruppen von Konsumenten zu identifizieren, also den Markt in verschiedene Segmente zu unterteilen. Die Segmentierung von Konsumenten basiert auf einer einfachen Grundidee: Konsumenten, die eine bestimmte Anzahl von Eigenschaften teilen, haben ein ähnliches Konsumverhalten. Konkret kann dies bedeuten, dass z.B. Konsumenten, die sich in der gleichen Altersgruppe befinden, ähnliche Präferenzen haben, was den Geschmack oder das Aussehen von Wein angeht. Die Annahme eines ähnlichen Konsumverhaltens legt ebenfalls Ähnlichkeiten im Medienkonsum der betrachteten Konsumentengruppe nahe. Das bedeutet, dass Winzer mit gewisser Sicherheit die richtigen Medienkanäle auswählen können, um die gewählte Gruppe von Konsumenten gezielt anzusprechen. Im Falle einer bestimmten Altersgruppe könnte dies z.B. für junge Konsumenten das Internet mit seinen zahlreichen Sozialplattformen sein.

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Author information

Authors and Affiliations

  1. Diplombetriebswirt (FH), University of Edinburgh, Edinburgh

    René C. G. Arnold

  2. Hochschule Heilbronn, Heilbronn, Heilbronn

    Prof. Dr. Ruth Fleuchaus

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  1. René C. G. Arnold
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  2. Prof. Dr. Ruth Fleuchaus
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Editors and Affiliations

  1. Hochschule Heilbronn, Heilbronn

    Ruth Fleuchaus

  2. University of Edinburgh, Edinburgh

    René C. G. Arnold

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Arnold, R.C.G., Fleuchaus, R. (2011). Ein Überblick zu Segmentierungsansätzen im Weinmarketing. In: Fleuchaus, R., Arnold, R.C.G. (eds) Weinmarketing. Gabler. https://doi.org/10.1007/978-3-8349-6450-2_5

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