versión On-line ISSN 0718-2376
OCANA, Hugo R. Análisis consumidor de vinos en la Argentina. Universum [online]. 2006, vol.21, n.2, pp. 218-234. ISSN 0718-2376. doi: 10.4067/S0718-23762006000200014.
This analysis provides a conceptual fundamentation of wine purchase from the consumer behavior and a potential Argentine wine market segmentation. The theoretical frame is from the lacanian conception of human pulsions: the symbolic thing, the imaginary and the real thing; all applied to consumer behavior, in its imaginary dimension of value, applied to the product wine and as a medium object to link imaginary thing and symbolic thing. From this productive relationship between wished object and symbolic satisfactor object an entailment of value arising client-product that, for each part, it acquires a different meaning. The wine market segmentation in Argentina is made through the identification of grouped consumers in two dimensions: socioeconomic level and the age of the buyers, identifying four segments: experts, aspiracionals, traditional and beginners. Finally, these segments are disaggregates in others and it is recommended different strategies associated to different business opportunities
Palabras clave : Wines; Consumers; Segmentation; Imaginary Thing; Symbolic Thing.