10. Identifying the target market

Question 1

What are the three main variables?

Answer 1

1) Geographic
2) Demographic
3) Psychographic

Question 2

Provide eight demographic variables.

Answer 2

Age
Gender
Ethnicity
Marital status
Income
Education
Occupation
Socioeconomic status

Question 3

Provide four psychographic variables.

Answer 3

1) Lifestyle - people who eat, drink out, health-conscious etc.
2) Personality - people who show off wealth or knowledge.
3) Values and beliefs - vegetarians, organic preferences, Fairtrade.
4) Interests - wines from a particular country or region.

Question 4

Name seven observable behaviours.

Answer 4

1) What benefit do they want from the wine - quality, value, prestige.
2) When do they buy their wine - regularly, special occasions.
3) Where do they buy - supers, specialists.
4) How often and how much do they buy.
5) What is their level of brand loyalty?
6) What is there level of interest in wine - enthusiast, moderate interest, indifferent.
7) Are they early or late adopters?

Question 5

Who might be considered ‘wine interested’?

Answer 5

Someone with a great interest in wine, moderate knowledge, university education, moderate income.

Question 6

Who might be considered a ‘wine lover’?

Answer 6

Someone with a great interest and knowledge, high income & education.

Question 7

Who might be considered ‘wine curious’?

Answer 7

Someone with a moderate interest, limited knowledge, moderate income & education.