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• W1986349820 abstract "This study examines the importance of market segmentation and consumer characteristics, such as product knowledge, purchase confidence, and generational differences during the purchase decision. By segmenting consumers in this manner, it is possible to better understand their concerns and motivations aiding wine producers and retailers in directing their marketing and advertising efforts. The results of this study indicate that they are differences in how the younger generations view information sources and that marketing to the Generation X would require direct and to the point advertisements that create a product image closest to this group's views and for Millennial, reflecting on images of friends sharing wine." @default.
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• W1986349820 date "2008-07-01" @default.
• W1986349820 modified "2023-09-26" @default.
• W1986349820 title "Capturing the Younger Wine Consumer" @default.
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• W1986349820 doi "https://doi.org/10.1080/09571260802622225" @default.
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