Using a clusterwise regression analysis of French and Australian wine consumers, the authors explore the question of whether global marketers, who target the same segment around the world, are using a better strategy than international marketers who segment each national market and target the...

While the concept of involvement has long intrigued marketing researchers, its application to the case of wine purchase behaviour has been limited. In particular, little is known of the wine consumer characteristics likely to influence their degree of product involvement. Furthermore, no...