Psychographic Characteristics of the Millennial Generation: Developing a Market Segmentation for Use in the Wine Industry

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Title: Psychographic Characteristics of the Millennial Generation: Developing a Market Segmentation for Use in the Wine Industry
Author: Wright, Michael R.
Abstract: The ability of the wine industry to attract a new customer base (Thach, 2005) requires a thorough understanding of the needs and wants of that group (Kotler, 2003). Selected literature published between 1991 and 2006 is examined for three psychographic characteristics (i.e., values, attitudes, and lifestyles) of the millennial generation using a conceptual analysis method. Findings are translated into a market segmentation and preliminary target market description for use by wine sales and marketing staff.
Description: v, 59 p. This paper was completed as part of the final research component in the University of Oregon Applied Information Management Master's Degree Program [see htpp://aim.uoregon.edu].
URI: http://hdl.handle.net/1794/7809
Date: 2006-06


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