Essay About Segmentation Of The Romanian Wine Market And French Companies

Segmentation of the Romanian Wine Market
3rd International Wine Business Research Conference, Montpellier, 6-7-8 July 2006
Refereed Paper
SEGMENTATION OF THE ROMANIAN WINE MARKET:
AN EXPLORATORY STUDY
François FULCONIS, Dr.
Maître de conférences (Assistant professor) en Sciences de gestion
Université dAvignon et des Pays de Vaucluse (UAPV)
PRATIC – Laboratoire de recherche en Management et Commerce International
Institut Universitaire de Technologie (I.U.T.) dAvignon
337, Chemin des Meinajariés
84911 AVIGNON Cedex 9 (France)
Tél. : 00 33 (0)6 10 43 04 – Fax : 00 33 (0)4 90 84 38 15
E-mail: [email protected]
Jean-Laurent VIVIANI, Dr.
Professeur des Universités en Sciences de gestion
Université de Montpellier 1 – ISEM
PRATIC – Laboratoire de recherche en Management et Commerce International
Université dAvignon – 74, rue Louis Pasteur
84029 AVIGNON Cedex 1 (France)
Tél. : 00 33 (0)4 90 16 25 00 – Fax : 00 33 (0)4 90 16 25 10
E-mail: [email protected]
SEGMENTATION OF THE ROMANIAN WINE MARKET:
AN EXPLORATORY STUDY
Abstract: French companies in the wine industry are facing a decline in demand on their
domestic market and an increasing competition on their traditional export markets. A solution
for French companies could be to seek new outlets. Eastern and Central European countries,
because of their fast economic growth and of the recent evolution of their consumption
modes, are very attractive market targets. In order to better understand these emerging
markets, this article analyses wine consumption using a sample of consumers of the area of
Banat in Romania. From data collected using a questionnaire, it aims describing and
identifying the principal characteristics and determinants of this consumption and proposes a
market segmentation. With this intention, we use two different