Segmenting Young Wine Consumers: an Attribute-Based Approach with Factor, Cluster, and Decision Tree Analysis

This study examines the factors influencing wine purchasing behaviour among young Albanian consumers, focusing on Millennials and Generation Z. Using an attribute-based segmentation approach, data from 316 respondents were analysed through Principal Component Analysis (PCA), hierarchical and K-means clustering, and a CHAID (Chi-squared Automatic Interaction Detector) decision-tree model. The results identified seven distinct consumer segments differing in their preferences for sweetness, taste, safety, and origin—attributes that together define both hedonic and trust-based decision patterns. Millennials emerged as more authenticity- and quality-oriented, while Generation Z displayed pragmatic, exploratory, and trend-sensitive behaviours. The CHAID model confirmed the segmentation's robustness and highlighted sweetness as the primary discriminating factor. The study contributes methodologically by demonstrating the value of attribute-based segmentation alongside traditional choice experiments. Practical implications emphasise transparent communication, balanced sensory profiles, and targeted marketing strategies to engage younger generations in emerging wine markets.