Correspondence: Nelson Barber, Department of Hospitality Management, The Whittemore School of Business and Economics, University of New Hampshire, Durham, New Hampshire, USA

¹is an Associate Professor, teaches undergraduate courses in beverage management and graduate courses in marketing and Finance. His research has been published in the Journal of Travel and Tourism Marketing, Journal of Hospitality Marketing and Management among others. His MS is from Purdue University and his PhD from Texas Tech University. His research focuses on purchasing behavior and decision making.

Received 1 April 2009; Revised 1 April 2009; Published online 18 May 2009.

Abstract

Marketing has always looked for new ways to sell consumer products or enhance loyalty, and in this consumer-driven economy, it is important to look for effective ways to market products. This study examines the relationship of market segmentation and consumer characteristics, in particular, product knowledge and gender differences during purchase decisions. By segmenting consumers in this manner, it is possible to better understand their concerns and motivations, which should aid wine producers and those in the hospitality industry, such as restaurants, and retailers in directing their marketing and advertising efforts. Using wine as the product for this study, the results indicate that men have greater actual and self-assessed wine knowledge compared with women. Yet, men use limited sources of information during purchase situations; thus, with the proper staff training and target marketing strategies, market share and brand loyalty could increase by focusing on men as wine consumers.