Search results for "business segmentation"

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DISCOVER POTENTIAL SEGMENTS OF WINE SHOPS BASING ON SALES STRATEGIES BY CLUSTER ANALYSIS

2015

The HORECA channel is a very important for promoting high-quality wines. In fact, through this distribution channel, consumers can experience wines before purchasing, taste them also with foods and receive additional information. Market segmentation is very crucial for businesses; therefore specific criteria must be applied for a successful segmentation. In this study wine shop segmentation was carried out by explorative hierarchical Cluster Analysis in order to discover potential segments of wine shops and wine bars based on their sales strategies. Moreover, wine shop(s) role in dissemination of information about quality wines was investigated. A census was carried out in a selected Italia…

business segmentation; target of consumers; census survey; hierarchical cluster analysis; HORECA channelhierarchical cluster analysiHORECA channelSettore AGR/01 - Economia Ed Estimo Ruralecensus surveybusiness segmentationtarget of consumer

researchProduct

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