The purpose of this research is to examine buyer behavior with respect to the consumption of beer and wine. There were two major areas of interest in this examination. First, the nature of the consumer decision making process related to beer and wine was analyzed. Second, an assessment of past, present, and future product demand was made.
NATURE OF THE DECISION MAKING PROCESS
The consumer decision making process with respect to beer and wine products is examined in the context of three factors. These three factors are (1) market segmentation, (2) the decision making process, and (3) the marketing mix.
Market segmentation is the first step in the target marketing process. Market segmentation is the "management strategy in which one or more groups of potential customers having similar within group characteristics is (sic) selected and (for which) separate marketing mixes are developed for each" (Kotler, 1987, p. 245). A market segment is a "group of people with homogeneous needs" (Murphy & Ellis, 1985, p. 197). The process of market segmentation is the subdividing of a market into distinct customer sub sets, where any sub set may conceivably be selected as a target market to be reached with a distinct marketing mix.
Marketing segmentation may be accomplished on the bases of demographic characteristics or geographic dispersion, each of which is widely employed, or market segmentation may be based on one of the following differentiation criteria:
1. Preference segments. There are three identifiable patterns in preference segmentation. These three patterns are as follows:
a. Homogeneous. A market in which there are no
natural segments is considered to be homogeneous.
b. Diffused. A diffused market is one with evenly dispersed preferences, and, thus, with no concentration.
c. Clustered. A market is clustered, when natural segment sexist, and may be effect...