ANALYZING THE US RETAIL WINE MARKET USING …

ANALYZING THE US RETAIL wine MARKET USING PRICE AND CONSUMER SEGMENTATION MODELS (REFEREED) Susan Cholette, San Francisco State University, USA Richard M. Castaldi, San Francisco State University, USA Abstract Globalization and other driving forces have dramatically altered the competitive landscape of the wine industry. Winery managers must understand how these changes can affect pricing and product strategies at the RETAIL level. The objectives of this research effort are threefold. First, the traditional industry price segmentation model will be revised in order to incorporate current industry developments arising from these driving forces.

ANALYZING THE US RETAIL WINE MARKET USING PRICE AND CONSUMER SEGMENTATION MODELS (REFEREED) Susan Cholette, San Francisco State …

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