Segmentation by Involvement or Nationality for Global Retailing: A Cross-national Comparative Study of Wine Shopping Behaviours

In a study examining wine retail choices of two samples from two different countries (France and Australia), the authors examined the respective contribution of involvement and nationality as segmentation variables. The results suggest that while French wine shoppers differ somewhat from their Australian counterparts, strategies aimed at identifying high-involvement wine consumers may be more successful on a global scale. Whilst there are none to date, this study suggests that there is scope for the development of global wine retailers.