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Segmenting Young Wine Consumers: an Attribute-Based Approach with Factor, Cluster, and Decision Tree Analysis

Year: 2025

Type: article

Abstract: This study examines the factors influencing wine purchasing behaviour among young Albanian consumers, focusing on Millennials and Generation Z. Using an attribute-based segmentation approach, data from 316 respondents were analysed through Principal Component Analysis (PCA), hierarchical and K-means clustering, and a CHAID (Chi-squared Automatic Interaction Detector) decision-tree model. The results identified seven distinct consumer segments differing in their preferences for sweetness, taste, safety, and origin—attributes that together define both hedonic and trust-based decision patterns. Millennials emerged as more authenticity- and quality-oriented, while Generation Z displayed pragmatic, exploratory, and trend-sensitive behaviours. The CHAID model confirmed the segmentation's robustness and highlighted sweetness as the primary discriminating factor. The study contributes methodologically by demonstrating the value of attribute-based segmentation alongside traditional choice experiments. Practical implications emphasise transparent communication, balanced sensory profiles, and targeted marketing strategies to engage younger generations in emerging wine markets.

Source: International Journal of Food Studies

DOI: 10.7455/ijfs/14.01.2025.a9

Authors: Oltjana Zoto, Elena Kokthi, Arbenita Hasanaj, Debora Cazzetta, Carlo Cusatelli

Institutions: Agricultural University of Tirana, University of Prishtina, University of Bari Aldo Moro

Language: English

Topic: Wine Industry and Tourism

Subfield: Tourism, Leisure and Hospitality Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $431

OpenAlex ID: W7128443899

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