SEGMENTACIÓN DE MERCADO DE ACUERDO A ESTILOS DE VIDA DE CONSUMIDORES DE VINO ORGÁNICO DE LA REGIÓN METROPOLITANA DE CHILE

Abstract

The development of organic winemaking in Chile responds to the development of a potential demand, linked to food security and environmental conservation, which transforms it into a promising activity, which is part of a global and successful wine industry, but at the same time facing challenges relating to meet the demands of consumers nationwide and abroad. In this regard, the following investigation determines lifestyles of consumers who came from the metropolitan area, and according to this market segments, finding three groups of consumers each called, "Social and indifferent toward organic wine" segment equivalent to 40.32% of the market; "Positive attitude toward organic wine" segment equivalent to 22.58% of the market; and "Consumers of organic products" segment equivalent to 37.10%.