Table 2.
Demographics of the four hedonic clusters.
| Total (n = 124) |
Cluster 1 (n = 44) |
Cluster 2 (n = 28) |
Cluster 3 (n = 26) |
Cluster 4 (n = 26) |
|
|---|---|---|---|---|---|
| Gender | |||||
| Male | 47.6 | 45.5 | 46.4 | 50.0 | 50.0 |
| Female | 52.4 | 54.5 | 53.6 | 50.0 | 50.0 |
| Age | |||||
| 18–34 | 41.9 | 43.2 | 39.3 | 42.3 | 42.3 |
| 35–54 | 33.1 | 34.1 | 25.0 | 38.5 | 34.6 |
| +55 | 25.0 | 22.7 | 35.7 | 19.2 | 23.1 |
| Education | |||||
| Non-tertiary | 42.7 | 45.5 a | 42.9 ab | 26.9 b | 53.8 a |
| Bachelor’s degree | 29.0 | 29.5 | 32.1 | 38.5 | 15.4 |
| Post-graduate degree | 28.3 | 25.0 | 25.0 | 34.6 | 30.8 |
| Household income (AU$) | |||||
| <$50,000 | 52.4 | 63.6 a | 39.3 b | 53.8 ab | 46.2 ab |
| $50,001–$100,000 | 29.8 | 18.2 a | 42.9 b | 26.9 ab | 38.5 ab |
| $100,001–$200,000 | 12.9 | 18.2 | 10.7 | 15.4 | 3.8 |
| >$200,000 | 4.9 | 0.0 | 7.1 | 3.8 | 11.5 |
| Price per 750 mL bottle of wine (AU$) | |||||
| less than $15 | 22.6 | 27.3 | 17.9 | 11.5 | 30.8 |
| $15–$29 | 53.2 | 45.5 | 60.7 | 57.7 | 53.8 |
| $30–$49 | 19.4 | 20.5 | 21.4 | 23.1 | 11.5 |
| $50–$100 | 1.6 | 0.0 | 0.0 | 3.8 | 3.8 |
| More than $100 | 1.6 | 2.3 | 0.0 | 3.8 | 0.0 |
| Never purchase | 1.6 | 4.5 | 0.0 | 0.0 | 0.0 |
| Wine consumption frequency | |||||
| Few times per week | 50.0 | 45.5 | 53.6 | 65.4 | 38.5 |
| Once per week | 16.9 | 20.5 | 17.9 | 11.5 | 15.4 |
| Once per two weeks | 13.7 | 9.1 | 17.9 | 15.4 | 15.4 |
| Once per month | 19.4 | 25.0 ab | 10.7 ab | 7.7 b | 30.8 a |
| Place of wine purchase | |||||
| Online wine/liquor store | 8.9 | 4.5 | 17.9 | 7.7 | 7.7 |
| Wineries/cell door | 12.9 | 13.6 | 7.1 | 19.2 | 11.5 |
| Retail chain liquor store | 66.1 | 68.2 | 64.3 | 61.5 | 69.2 |
| Independent wine store | 3.2 | 2.3 | 3.6 | 3.8 | 3.8 |
| Restaurant | 4.0 | 4.5 | 3.6 | 0.0 | 7.7 |
| Others (clubs, bars, hotels) | 4.9 | 6.8 | 3.6 | 7.7 | 0.0 |
Data presented are percentages. Chi-square values for wine hedonic clusters of the demographic data were: gender, X2 = 0.217, df = 3, p = 0.975; age, X2 = 2.639, df = 6, p = 0.853; education, X2 = 5.611, df = 6, p = 0.468, income, X2 = 14.231, df = 9, p = 0.114, preferred price for a 750 mL bottle of wine, X2 = 13.071, df = 15, p = 0.597; wine consumption frequency, X2 = 9.520, df = 9, p = 0.391; place to purchase wine, X2 = 9.601, df = 15, p = 0.844. Different letters within a row indicate significant differences between wine hedonic clusters based on z-test at significance level p < 0.05.