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 d'Avignon et des Pays de Vaucluse (UAPV)

PRATIC - Laboratoire de recherche en Management et Commerce International

Institut Universitaire de Technologie (I.U.T.) d'Avignon

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: francois.fulconis@univ-avignon.fr

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 d'Avignon - 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: jviviani@univ-montp1.fr

1

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