Understanding Wine Consumers According to the Motivations: The Case of the Millennial Generation in Spain

Abstract

The objective of this work is to analyze and to segment the wine consumers according to their motivations, focusing on the millennial gene ration in Spain. The alarming decline in wine consumption among the young people is relevant to providing recommendations to wine firms. A probabilistic survey was conducted on 474 wine consumers within the 18-37 age range. To do this, a factor analysis was initially done, and then a cluster analysis to identify the consumer segments based on their motivations. The results present opportunities and challenges for the designing marketing strategies that appeal to and build loyalty in millennial consumers.