Dom Pérignon - Consumer Behaviour Analysis

Content

I. Introduction3

II. Market compendium4
2.1 Methodology & critical analysis4
2.2 Summary of market analysis5

III. Segmentation bases & Advertising dodge7
3.1 Segmentation bases7
3.2 Dom Pérignon : ONE product - TWO resistance customers11
3.3 Dom Pérignon communication strategy in relation to naval division13

IV. Consumer decision making18
4.1 Input stage18
4.2 Process18
4.2 The product stage19

V. Recommandations20

References21

Appendices22

I. Introduction

The famous bubbly Dom Pérignon is the prestige cuvee of the champagne house Moet-Hennesy, part of the world biggest luxury group LVMH. Dom Pérignon was a famous monk who improved the quality of wines in the 17 century. But is actually not the inventor of champagne as the legend wants to make us believe it. bubbly was invented more than one century after his death. Dom Pérignon is the prototypical vintage champagne ever created, an idea of the englishman Laurence Venn in the 1920s.
Dom Pérignon is a vintage champagne, meaning that it is not made in weak years, and all grapes used to make the wine were harvested in the same year.



That is why for decades and still today, Dom Perignon is recognized by professionals to be one of the best Champagne in the world. The name has a lot of historical background and anecdotes - Grace Kelly requested that it be served at her wedding to Prince Rainier, Elizabeth Taylor celebrated her 1961 Oscar win over a bottle of it. And Marilyn Monroe, a devout fan of Dom Pérignon 53, sipped it throughout fittings for the dress she wore to John F. Kennedys birthday celebration[1] Even if this could snuff it as details it is actually major. Those are the historic elements that shed crafted the Dom Pérignons myth and will shape its future.
Consumer behavior focus on how individuals make decisions to spend their available resources (time, money, effort)[2] As the human is not rational, those decisions are often...If you want to get a full essay, order it on our website: Orderessay



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