Design and development of touristic products Main author: Gábor Michalkó Szilvia Boros, János Csapó, Éva Happ, Pál Horváth, Anikó Husz, Mónika Jónás-Beri, Katalin Lőrinc, Andrea Máté, Gábor Michalkó, Erzsébet Printz-Markó, Krisztina Priszinger, Tamara
Source: Máté, A. 2007a
4. Operation of the market of the product, trends
4.1. Demand trends and target groups in wine tourism
The Community Wine Marketing Programme, and then the Strategy defined the selected target groups of wine purchase and wine tourism, on the basis of consumer trends. These were supplemented by the findings of our market research in the Pannon Wine Region (Szabó, G. 2008; 2009). Taking market trends and the main target groups into consideration, the following groups can be identified:
§ Young adults
The segment involves the group aged 18-35. The youth is the most important target group of marketing communication, because they are the generation with the greatest purchasing power of all times, and they are very sensitive to advertisements and novelties. The consumption habits of the generation aged 18-25 are still developing, and this generation is easy to reach (organised education, media, internet etc.). At the same time, they are a considerable reserve for the increase of the consumption of wine, because their consumption is below the average, and they are also the majority among those who rarely or never consume wine. As regards the propaganda of wine culture, the 25-35 year generation is the most receptive, as more and more of them are interested in civilised wine consumption and the popularity of wine courses, tastings and other wine-related events (wine dinners, wine and gastronomic festivals etc.) is also growing among them.
In the marketing of wines today, women have a growing importance, as they are responsible for shopping in most cases. They have a considerable purchasing power: although a little less than half of the revenues of households are earned by them, they are the ones who decide on the largest part of household expenditures. Although they do 75% of shopping, only 25% of them buy wine regularly. On the other hand, accessing this target group allows us to influence the wine consumption habits of families and increase their knowledge of wines. Just like the target group of youth, women also represent a significant potential, as many of them do not drink wine at all, and the proportion of women drinking less than one bottle per month on the average is almost 80%. However, they are more likely to drink wine than other alcoholic beverages, and they usually choose bottled quality wines.
§ Wine friends
This group contains those who like wine, for whom wine is a value and is more important than other alcoholic beverages. They usually live in Budapest or other cities, they have high school qualification and probably also have above average income. The consumption of wine is part of their ordinary days, entertainment and intimate moments as well. They are relatively well informed about Hungarian wine producing areas and wine sorts, and they are also open to specialities and wines from abroad. They live active social life, they like eating out, wine tastings and wine dinners, they participate in wine and gastronomic festivals, on weekends they make trips to the wine producing areas and also accomplish some kinds of wine courses. They are the most important target group; they are agile, dedicated and competent.
Further breaking down the potential target groups allows a more precise focus:
§ Professional audience: those wine producers, wine dealers and others dealing with wine qualification and gastronomy who use the special services of the professional centres established in the respective wine producing areas. They may be the target audience of wine qualifications, enological further trainings and gastronomy shows; they can be from the nearby city, from the wine producing areas of the wine region but may also come from the national or even international target group. This target group is interested in new services, appreciates new names and brands. They are willing to travel to have these new experiences.
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