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vol.28 issue3DEVELOPMENT AND REPRODUCTION OF PODISUS NIGRISPINUS (HETEROPTERA: PENTATOMIDAE) FED ON HELIOTHIS VIRESCENS (LEPIDOPTERA: NOCTUIDAE) CATERPILLARSBEHAVIOR OF COFFEA ARABICA L. PLANTS EXPOSED TO WATER DEFICITS IN DIFFERENT PHASES OF THEIR INITIAL DEVELOPMENT author indexsubject indexarticles search
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Idesia (Arica)

On-line version ISSN 0718-3429

Abstract

MORA GONZALEZ, Marcos Germán; MAGNER PULGAR, Nicolás Santiago  and  MARCHANT SILVA, Ricardo. MARKET SEGMENTATION ACCORDING TO LIFESTYLES OF ORGANIC WINE CUSTOMERS IN THE METROPOLITAN REGION OF CHILE. Idesia [online]. 2010, vol.28, n.3, pp.25-33. ISSN 0718-3429.  http://dx.doi.org/10.4067/S0718-34292010000300004.

The development of organic winemaking in Chile responds to the development of a potential demand, linked to food security and environmental conservation, which transforms it into a promising activity, which is part of a global and successful  wine industry, but at the same time facing challenges relating to meet the demands of consumers nationwide and abroad. In this regard, the following investigation determines lifestyles of consumers who came from the metropolitan area, and according to this market segments, finding three groups of consumers each called, "Social and indifferent toward organic wine" segment equivalent to 40.32% of the market; "Positive attitude toward organic wine" segment equivalent to 22.58% of the market; and "Consumers of organic products" segment equivalent to 37.10%.

Keywords : Organic wine; market research; segmentation; lifestyles.

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